Customer surveys and sales data from lingerie company Intimacy have revealed the average American bra size has grown from 34B in 1983 to 34DD in 2013.

Shopping and style website Racked conducted additional research into sizing, discovering the average bra size purchased by Figleaves.com customers to be 34E. The site also learned other retailers, like Cosabella, are now offering larger band sizes than ever before, going up to a 38 for C, D and DD cups.

However, retailers are not convinced breasts have grown as much as the statistics would indicate. Instead, they believe expanded size offerings, particularly in upmarket lingerie, combined with more awareness of proper fit, have lead to women buying larger bras.

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A representative from Intimacy explained that “instead of forcing D+ breasts into A to D cup bras, women are beginning to purchase larger cup sizes that actually fit properly.”