From 18 October to 8 December 2024, Taylor Swift will take to the stage in North America to perform the final dates of her global The Eras Tour, which has spanned 22 countries since March 2023, boosted local economies and amassed ticket revenue earnings of over US$1bn.
According to The Swiftonomics consumer spending report by Barclays, the tour hosted almost 1.2 million fans in the UK across 15 performances, and sparked a 15.8% year-on-year increase in spending on entertainment.
It also reported that attendees spent on average £206 for a ticket, while among 14% of fans who purchased VIP packages, that number rises to £400.
Understanding the influence Swift commands and fans’ willingness to spend on The Eras Tour experience provides a unique opportunity for brands to engage with the dubbed ‘Swift Phenomenon’.
The success of the tour is unlike any other we’ve seen from
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