Taylor Swift tour to boost UK economy and spur fashion sales - report

By

Sandra Halliday

Published
May 15, 2024

Taylor Swift’s Eras Tour will provide an almost-£1 billion boost to the UK economy and will spur fashion sales, according to a new report from Barclays.

The bank said  Swifties attending the tour in the UK are each predicted to splash out £848 on tickets, travel, accommodation, outfits, and other expenses. Their spending is more than 12 times the average cost of a UK night out (£67).

Given that almost 1.2 million people will see Swift on stage when she visits the UK this summer for 15 performances across four cities, that adds up to a lot of spending.

The Swiftonomics report is based on hundreds of millions of customer transactions with consumer research to provide an in-depth view of spending trends.

After tickets, fans will spend the most on accommodation (£121) and travel (£111). But they’ll also buy clothing for the event (£56), with 18% buying a new outfit especially for the concert.

Meanwhile, £79 is expected to be spent on official merchandise at the tour stops in London, Liverpool, Edinburgh and Cardiff.

The average amount spent on an Eras Tour ticket is £206, yet for 14% of fans, including those who purchased VIP ticket packages with premium seating and exclusive merchandise, the total exceeds £400.

Tom Corbett, Head of Group Sponsorship for Barclays, said: “Fans are increasingly going all-out on experiences that resonate on a personal level, turning every concert into a potential holiday, every ticket into a cherished memory, and every event into an opportunity to splash out on new outfits, food and merchandise.”