Gradually, the band's fanbase grew as the label pushed for the album's mainstream success. The band's popularity grew as the band "would play anywhere"; they did frequent in-store performances at retailers selling the album. While many were corporate-owned with numerous rules, some, such as Hollister, allowed the band to perform as they wanted. One performance at a Hollister store in a mall in Schaumberg, Illinois, the band's merchandise manager took a decorative surfboard off a wall and began crowd surfing during the band's final song. According to Wentz, shows began to end in a near-riot, and the group were banned from several venues because the entire crowd would end up onstage. The band garnered positive reviews for subsequent gigs at South by Southwest (SXSW) and various tour appearances. They joined the Warped Tour for five dates in the summer of 2004, and on one date the band had only performed three songs when the stage collapsed due to the large crowd (the band finished with an a capella rendition "Where Is Your Boy" with the audience). Many of the more established bands were angry at the new "up-and-comers" stealing the spotlight. The band was photographed for the cover of the August 2004 edition of "Alternative Press", and listening stations at Hot Topic partially helped the album move 2,000-3,000 copies per week by Christmas 2004, at which point the label considered the band "tipping" into mainstream success. Prior to signing with Island, "Take This to Your Grave" had sold 200,000–300,000 copies, considered outstanding for an independent album.