Average Taylor Swift fan spends £848 on The Eras tour tickets and more – Yahoo News

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Average Taylor Swift fan spends £848 on The Eras tour tickets and more – Yahoo News

Taylor Swift’s upcoming Eras tour will bring a £997 million boost to the UK economy, according to a report.

Nearly 1.2 million fans will spend an average of £848 on tickets, travel, accommodation, outfits and other costs to see the pop superstar on one of her 15 UK tour dates in June and August , more than 12 times the average cost of an evening. , according to the Barclays Swiftonomics report.

Tickets for the Eras tour sparked a 15.8 per cent year-on-year increase in UK entertainment spending when they were released last July.

READ MORE: ‘I went to a Taylor Swift club night to nurse my broken heart after missing Eras Tour tickets and didn’t want to go home’

The average amount spent on an Eras tour ticket is £206, although 14% of fans, including those who purchased VIP ticket packages with premium seats and exclusive merchandise, spent more than £400.

After tickets, fans will spend the most on accommodation (£121), travel (£111) and merchandise (£79), while almost a fifth of concert-goers (18%) will buy a new outfit especially for the event.

The report, which combines hundreds of millions of customer transactions with consumer research into Swiftie’s spending trends, reveals that fans will spend an average of £59 on a pre-concert meal at restaurants near tour venues in London, Liverpool, Edinburgh and Cardiff.

One in four fans (26%) say they will have to travel to another city to attend the concert.

However, one in five (19%) UK fans with Eras Tour tickets will see Swift perform in mainland Europe, likely due to ticket availability, lower travel and accommodation costs, or simply to be able to combine the concert with a vacation or city break, Barclays said.

As fans wait to catch the live show, 28% have watched or plan to watch the Eras Tour film, while 8% plan to host or attend an Eras-themed party. Taylor Swift before or after her show.

One in five fans (21%) purchased the Midnights album, and one in six (15%) pre-ordered Swift’s latest album, The Tortured Poets Department, before its release.

Taylor Swift Reputation Stadium Tour in London

Taylor Swift will perform in London, Edinburgh, Liverpool and Cardiff during her Eras UK tour – Credit: PA Archive/PA Images

Another one in six (14%) are so invested in Swift’s personal life that they’ve even started listening to her boyfriend Travis Kelce’s New Heights podcast, and the same proportion admit to streaming her American football games because that Swift was in the crowd. .

Dr Peter Brooks, behavioral scientist at Barclays, said: “Whoever coined the phrase ‘money can’t buy happiness’ was clearly not a Swiftie.

“There is growing evidence that spending on experiences increases happiness and well-being more than purchasing physical items, especially if that experience is shared with friends and loved ones.

“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.

“To non-fans, £848 may seem like a huge amount to spend on a concert, but for Eras Tour ticket holders, every pound spent is an investment in the memories they will create.”

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