Taylor Swift performed during The Eras Tour at the National Stadium in Singapore on March 2, 2024. The tour is predicted to boost the U.K. economy by £997 million ($1.2 billion) according to Barclays. Fans attending the tour are expected to spend an average of £848 to see the singer, which is significantly higher than the average cost of a night out in the U.K. or attending a U.K.-based wedding.
Barclays’ “Swiftonomics” report revealed that ticket holders for the Eras Tour are likely to spend around £206 on the ticket itself, as well as additional costs such as £121 on accommodation, £111 on travel, and £56 on clothes to wear at the concert. Fans are also expected to spend £79 on official merchandise at the U.K. leg of the tour, along with £59 on a meal before the concert and £216 on other expenses like drinks and vinyl records.
Nearly 1.2 million ticket holders are estimated to spend an average of £848 each, resulting in a total revenue of £997 million across 15 nights at four stadiums. Barclays’ chief behavioral scientist, Peter Brooks, noted the strong connection fans have with Taylor Swift, which drives their desire to spend on merchandise and other concert-related expenses.
The term “Swiftonomics” describes the economic impact of Taylor Swift’s tours as fans worldwide flock to her shows and spend generously. This trend of superstar musicians like Swift, Beyoncé, and Bruce Springsteen influencing the economy through their tours has been observed more widely in recent years. In fact, researchers have noted significant impacts on inflation in countries where these artists perform.