One Direction's third album Midnight Memories was the biggest-seller of 2013 in the UK, but the down-side is that there aren't many people left to buy its singles.
The title track from the LP was released as its third cut last week, however midweek sales data puts it on course to peak outside the Top 30.
The rocky track was No29 in Wednesday's midweek update, but had dipped to No34 by Friday (March 14). Its final position will be announced tomorrow (March 16).
This will make it their first official single to miss the Top 10; their lowest-charting peak previously being from 2012's 'One Thing' and 'Kiss You', which both made it as far as No9.
They also logged No86 with their song 'More Than This' - however this was only officially released in Australia, and is not believed to have received the full single treatment in the UK.
Still, it's not as if the band have anything to be disappointed about. It's understandable that the song has failed to chart higher, considering the fact that boys have been on a lengthy break recently; resting up before they head out on a sold-out stadium tour.
And as the accompanying music video has notched up more than 30 million YouTube and VEVO views, it's anything but a flop.
Now, can they please hurry up and release 'Don't Forget Where You Belong' as single number four? (me2)
i can't believe people weren't buying one thing and kiss you. get taste.