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Taylor Swift’s Eras Tour Could Give UK Economy $1.2 Billion Boost (Barclays)

Taylor Swift performs during the Eras Tour at the National Stadium in Singapore on March 2, 2024.

Ashok Kumar | Getty Images Entertainment | Getty Images

Taylor Swift’s Eras tour is expected to bring £997 million ($1.2 billion) to the British economy, according to Barclays, which predicts fans will spend an average of £848 to see the singer.

Data from the British bank, published on Wednesday, showed that Eras Tour ticket holders would have to pay more than 12 times the average cost of a night out in the UK (£67) and more than double that spent on attend a UK based party. wedding (£398).

The Barclays ‘Swifttonomics’ report shows that the average amount spent on an Eras Tour ticket is £206. Other expected costs include £121 for accommodation, £111 for travel and £56 for clothes to wear to the concert.

The bank also expects ticket holders to spend an average of £79 on official merchandise during the UK leg of the Eras Tour, which begins in June. This is on top of £59 for a pre-concert meal and a further £216 on other charges, including drinks and vinyl records.

Based on this total spend of £848 by almost 1.2 million ticket holders, over 15 nights across four stadiums, Barclays predicted the tour would gross £997 million.

“When it comes to cultural icons like Taylor Swift – as we saw with Elvis and Beatlemania in the 50s and 60s – fans have such a strong connection to the artist and to the rest of the fandom that the desire to spend becomes even more powerful,” said Peter Brooks, chief behavioral scientist at Barclays.

“Swiftonomics” is a term used to describe the musician’s economic influence, as fans flock to her concerts around the world, spending big in the process.

The economic impact of touring by superstar musicians, including Swift, Beyoncé and Bruce Springsteen, has been seen more widely as a trend of late.

For example, Filip Andersson, a researcher at Danske Bank, told CNBC Make It that the first stop of Beyoncé’s tour in Stockholm, Sweden, had a “clear” impact on inflation in the country.

— CNBC’s Sophie Kiderlin contributed reporting.


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