Taylor Swift's Eras Tour brought in an impressive $1.04 billion in 2023, selling 4.35 million tickets across multiple continents. Now, she's set to add another £1 Billion to the U.K. economy. The tour is on track to become the highest-grossing concert tour in history.
After taking a month off to rest, the star has headed to Europe. She began this new leg of the tour in Paris on May 9.
Swift will play at the Friends Arena in Stockholm, Sweden next. Come June, Swift is set to take on Edinburgh, Liverpool, Cardiff and Dublin as well as an impressive eight nights at Wembley Stadium in London.
Last July saw a 15% increase in U.K. entertainment spending when tickets for the Eras Tour went on sale. There are an estimated total of 1.1 million ticket holders across all fifteen nights of this leg.
A consumer spending report from Barclay's predicts that the British Swifties will spend "almost £850 each when attending her shows" this summer.
The average cost for tickets to the Eras Tour is £206. The remaining £644 stems from accommodations, transportation, merchandise, meals, outfits and "additional costs such as alcohol, unofficial merchandise, CDs, LPs, and friendship bracelets." A reported 1 in 5 Swifties will purchase a new outfit for the event.
"Whoever came up with the phrase 'money can't buy happiness' clearly wasn't a Swiftie," said Peter Brooks, Barclays' chief behavioral scientist.
While the British retail economy declined in April, there was a 13% increase in spending in the experience economy.
"People are really looking for these experiences now and hopefully feel a boost to happiness from that," said Brooks.
Tom Corbett, the head of group sponsorship at Barclays, echoed Brooks' statements.
"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," said Corbett.
The European leg of the Eras Tour features a new setlist, which includes tracks from her latest album, The Tortured Poets Department. The album also led to a massive increase in patrons for London's the Black Dog, a bar which Swift name dropped in a track. European Swifties have also seen new outfits, new dances and new sets from the billionaire songstress.
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The first night of the U.K. Eras Tour begins on June 7 in Edinburgh. She will later return to London in August after stops in the Netherlands, Switzerland, Italy, Germany, Poland and Austria. Paramore are opening for Swift on her galavant across the U.K. and Europe at large.
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