NEW YORK CITY – Over the summer, one in 10 Americans played Pokémon GO and many retailers capitalized on the craze by offering specials and other incentives.

Tales of retailers seeing sales bumps from players abounded, with some reporting sales jumping $2,000 a week for businesses near PokéStops, which are virtual beacons that draw Pokémon, Forbes reports.

Jason Shu with Womply, which analyzes data from millions of small businesses, said he had hoped to find a rosier picture when looking at trends from the summer. “We were disappointed to find that despite all the stories we were told, the boost wasn’t necessarily true from a statistical sense,” he said. “We want people to know that when the next big thing hits the markets with a lot of following.”

Part of the problem stemmed from companies cherry-picking data or not considering other macro trends. For example, one company boasted that retailers close to PokéStops had a 63% sales boost; Womply found that other area merchants not near PokéStops had 61% sales increases. The similar sales bumps means that other factors were involved beyond Pokémon GO.