Taylor Swift’s “Eras” Tour Nets $6.5 Billion

When it comes to affairs of the heart, Taylor Swift sang “I don’t like a gold rush… I don’t like anticipating my face in a red flush” on her “evermore” album. But when it comes to her “The Eras Tour,” it was a definite gold rush of a monetary kind.

That’s reflected in a new study by QuestionPro Research and Insights that found concertgoers in 2024 spent about $1572 per show for the full “The Eras Tour” experience, including tickets, travel/lodging, costumes, merchandise, food/beverage and other event-related expenses. Across the entire 2024 North American tour, this represents nearly $2 billion in economic impact; that’s in addition to the estimated $5 billion in economic impact from the North American Tour in 2023.

For the entire 2-year tour, the study indicates the following breakdown on total expenditures by category:

• Tickets: just over $2 billion
• Travel & Lodging: $1.95 billion
• Outfits: just over $1 billion
• Food & Beverage: $544 million

“We’ve just witnessed and experienced perhaps the single most impressive display of stardom in the history of entertainment,” said Dan Fleetwood, President of QuestionPro Research and Insights. “The economic impact alone is unlikely to be matched by any single individual ever again, until perhaps she tours again. But the number of people who went multiple times, who ranked it nearly perfect score, and who are willing to shell out hundreds more for another chance to see her is really unprecedented.”

QuestionPro conducted an analysis on the financial impact for the final leg (May-December 2024) of Taylor Swift’s tour, specifically focusing on attendees’ spending behaviors. When compared to the 2023 North American tour dates, the results of this 2024 analysis reveal a notable $268.59 (~21 percent) year-over-year increase in the average consumer spending among concertgoers.

Notably, the average price that concertgoers paid for tickets in 2024 jumped +34% year-over-year, equivalent to an additional $138.50 per ticket. This suggests that, with fewer show dates and venues to choose from in North America, coupled with the urgency of the tour coming to an end, consumers willingly paid more to attend in 2024 than they did in 2023.

Among the retailers to cash in on Swift’s tour was Target Corp., whose tie-ins with the superstar included exclusive sale of a tour book (price: $39.99). The retailer announced it sold nearly 1 million copies of the book its first week of release.

Click here for more from the QuestionPro study.