The stats on colds is from the volume of cold remedies sold in North America. It had been a huge business up to this last late Winter, early Spring (2020). Add to that group is the sale of tissues! We are talking about multi-billion dollar industries and they track their sales very closely.
Looking at just numbers to better understand magnitude:
State of Georgia had about 3 million people vote early for their Senate race.
SARS-Covid-2 has had how many infected in North America?
BUT-- people buy cold remedies for flu, allergies, colds, strep, hand-foot and mouth,sinus infections, undiagnosed viruses/bacteria in general and to get high--all of which tend to spread around the same time due to close contact indoors and all that comes with winter....so....Devil's advocate....Especially because someone using OTC meds may or may not consult a doctor, meaning that we really cannot know what prompted them to make said purchases (due to lack of medical follow-up in most cases). I think we know too little to compare them (COVID and Rhinovirus), but what we do know is that COVID is killing people at much higher rates and spreading far faster than the flu (even the original strain). The new one blows the flu out of the water. Americans know how contagious flu is, so imagine that amplified by over 70% if the new strain spreads further (there are already cases of community spread with no travel history etc--England is locked down because of it)..It's also spreading in the US but we are not fully locked down and each state is doing its own dang thing.
Plus, colds don't spread in the summer to the extent that covid did...which is compelling evidence that they (colds and flu) are somewhat less contagious. WITHOUT masks, if colds were more contagious, they would spread year-round like crazy (I'm not saying they don't spread in the summer, but the term "cold and flu season" is specific to fall/winter/early spring...This summer, even with some people wearing masks, COVID made a serious dent (unlike the flu and cold...despite social distancing etc). Plus, we have seen far fewer colds with masking etc-- implying that masks are protecting us somewhat from the flu, colds and covid, but covid is still spreading faster...even with masks...and that was just the basic strain...Now, add to that Europe's 60% more contagious version.
To be clear, MASKS DO MATTER, but my thing is, COVID appears to be more contagious than most other common viral illnesses...which makes sense, in part, due to its novelty.