Taylor Swift tour brings £1bn boost to UK spending

UK spending associated with Taylor Swift’s Eras Tour will reach almost £1bn, according to a new analysis by Barclays.

Each fan will spend £848 on average to see the pop star at one of her 15 UK tour dates this summer, including tickets, travel, accommodation, outfits, merchandise and other expenses.

It adds up to a £997m boost to the UK economy, the bank said.

The average amount spent on an Eras Tour ticket is £206, but for 14% of fans, including those who purchased VIP ticket packages with premium seating and exclusive merchandise, the total exceeds £400. Around 1.2 million tickets have been sold across the 15 nights and four stadiums in London, Edinburgh, Cardiff and Liverpool.

After tickets, fans are expected to spend the most on accommodation (£121) and travel (£111).

Fans will spend £79 on average to buy official merchandise at the venue, and £59 on a pre-concert meal, boosting sales at restaurants near each stadium, as well as £56 on clothing for the concert.

“When it comes to cultural icons like Taylor Swift – like we saw with Elvis and Beatlemania in the 50s and 60s – supporters have such a strong connection to the artist and to the rest of the fandom that the desire to spend becomes even more powerful,” explaiend Dr Peter Brooks, chief behavioural scientist at Barclays. “For non-fans, £848 may seem like an enormous amount to splash out on a concert – but for Eras Tour ticketholders, every pound they spend is an investment in the memories they’ll create.”