Swiftonomics:The Eras Tour Spending Report
The popularity of Taylor Swift's Eras Tour is evident, with fans from the U.S., Australia, and South America all getting the chance to experience her talent in person. And with the UK leg of The Eras Tour set to kick off on June the 7th, the excitement is building.
Since her debut album, Swift's popularity has surged, and it seems like she's winning awards and breaking records every other day. Her influence and dedicated fanbase are rare in the music industry, and this has directly contributed to the success of her most recent tour.
At NetVoucherCodes, we wanted to explore how Swifties are planning on experiencing The Eras Tour. Through surveys and third-party data, we have uncovered consumer behaviour for what is arguably the most anticipated tour ever.
The Economic Influence of The Eras Tour
Across the globe, The Eras Tour has already broken more records than can be counted. Notably, in December of 2023, it was confirmed by the Guinness World Records that the tour became the highest-grossing concert tour of all time, grossing at least $1.04 billion (£840 million) to date.
This eclipsed the success of Elton John's Farewell Yellow Brick Road tour, which spanned five years from 2018 to 2023. John's tour raked in $939.1 million, but it's interesting to note that if you average the earnings per show, Swift still comes out on top. Elton John ran a total of 330 shows grossing an average of $2.8 million per show, while Taylor made a whopping $17.3 million per show, with just 60.
As reported by The Washington Post, the Eras Tour not only generated substantial earnings for Taylor Swift and her team but also injected an impressive $5.7 billion boost into the U.S. economy. Swifties contributed to this economic surge, not just by buying tickets, but also by spending on accommodations, transportation, outfits, and dining during the concert days.
Her film documentary Taylor Swift: The Eras Tour also made waves for fans unable to secure tickets or simply eager to see their favourite popstar again. According to Box Office Mojo, the film made £5.7 million during its opening weekend in the UK and a further £12.1 million gross making it the highest-grossing music film ever. In comparison, Beyonce's Renaissance film made £1.7 million in total in the UK.
Taylor Swift's marketing prowess is evident, but what effect does this have on the spending of her young fanbase?
How Much Are Swifties Planning on Spending at The Eras Tour?
Creating a budget for any concert can be a daunting task. But for dedicated Swiftie fans, meticulously organising hotels, transport, tickets and outfits months in advance requires military-level planning.
To find out the consumer spending habits of fans, we asked 467 attendees of The Eras Tour in the UK to predict how much they'll spend on attending the concert, excluding the cost of tickets. The results reveal that 39% of fans plan to splurge between £400 and £801, much more than the tickets themselves. This will include accommodation, travel, food, outfits and merchandise.
Some fans are still keen to budget themselves, with 22% of fans aiming to keep their spending below the £200 mark with just 3% spending between £25-£100. Conversely, a small but dedicated 6% of fans are prepared to shell out over £1,001 for the opportunity to witness their favourite pop icon live.
Concerts can be expensive and The Eras Tour is no exception. We asked fans attending The Eras Tour in the UK how they paid for their concert tickets and surrounding expenses. While 47% of Swifties used existing savings, many of whom had squirrelled away in anticipation of another Taylor world tour, a shocking 32% chose to pay on their credit cards and a further 2% using buy-now-pay-later services like Klarna.
Of those fans who used their credit cards to secure the hottest tickets of the decade, many of them expressed that the reason why was to protect themselves financially from any losses. One fan revealed that she used her credit card “mostly for the protection as the last concert I paid for was postponed three times before being cancelled”. Another fan said that by using a credit card, they were able to earn points they could later use on hotels and flights.
Taylor's influence goes far beyond just her musical ability. Her dedicated fans are not only eager to witness her performances but are also willing to invest thousands of pounds to attend multiple shows during the same tour. With each concert offering unique costume changes, appearances by famous guests, and surprise song selections, fans are encouraged to experience the magic more than once, ensuring that no two shows are alike.
According to our survey, a remarkable 41% of Swifties are planning to attend multiple shows. While 59% will go to just one show, 26% of fans are gearing up for two shows, and 8% are committed to attending three. A dedicated 7% of respondents, classified as hardcore Swift fans, are set to attend four or more shows.
What Effect Will The Eras Tour Have on the UK Economy?
The Eras Tour is not only a lucrative endeavour for Taylor Swift, her team and the stadiums that host her, but the trickle-down effect it could have on the UK economy is huge. From small businesses to independent contractors, everyone is set to benefit from a piece of Taylor's pie.
To analyse the effect on the UK economy, we partnered with Dr Graham Cookson, a UK economist from King's College London, to discover how much Miss Swift will bring into the economy throughout her Eras Tour.
To do this, we calculated the average ticket cost in the UK, which stands at £130.48. We only accounted for 40% of the ticket cost, as a large portion would go to Swift's team and not affect the UK economy, leaving us with £52.19 per ticket sale. Next, leveraging our survey insights, we computed the average expenditure per fan at £465.28. Estimating the total number of attendees for a UK show involved multiplying the venue's capacity by the number of tour dates, deducting 20% to accommodate the stage setup, resulting in 942,486 attendees. Finally, by multiplying the average spending per attendee by the total number of attendees, we found the total economic impact of The Eras Tour.
Our report found that the UK economy could see a boost of £487 million for The Eras Tour. This surge in revenue is expected to stem from heightened spending in various sectors, spanning ticket sales, the clothing industry, food and beverage purchases, transportation services, and beyond. This substantial impact underscores the profound cultural and economic importance of live music events in fostering growth and vibrancy within the economy.
To put this staggering number into context:
- £487 million is almost ten times the economic impact of the 2023 Eurovision hosted in Liverpool, which generated £54.8 million.
- With the projected economic impact of The Eras Tour, you could give every resident of London £50, all 9.7 million of them.
- The Eras Tour will boost the economy by more than double the impact of Wimbledon fortnight in 2022, which stood at just £198.9 million.
Professor Graham Cookson, Economist and Honorary Professor City University comments on the findings:
Professor Graham Cookson, Economist and Honorary Professor City University“There's no doubt that The Eras Tour is set to inject millions of pounds into the UK economy giving us a much-needed boost as we leave a recession. By attracting millions of fans and generating substantial revenue across multiple sectors, from hospitality to retail, the tour promises to boost local economies.
The economic impact of Taylor Swift's Eras Tour extends far beyond the concert venues themselves. While attendees directly contribute to local economies through ticket purchases and ancillary spending, the tour's reach extends to those experiencing it from home. Whether tuning in remotely, gathering at nearby locations to watch, or engaging in related activities during the tour dates, a significant economic boost is anticipated across various sectors, enriching communities and businesses alike.
In contrast to the U.S., the economic impact of Taylor Swift's Eras Tour in the UK may appear lower due to the fewer tour dates scheduled. Additionally, factors such as higher transportation and accommodation costs in the U.S. contribute to this discrepancy. While a significant portion of ticket proceeds will return to the U.S. economy through Taylor Swift's team, only a fraction, typically between 25-40%, will be retained by local venues and associated businesses in the UK”.
What Are Swifties Planning on Wearing?
Outfits play a significant role in Swiftie culture, with fans meticulously planning their attire months before to honour Taylor's style. Spanning various eras of her musical journey, fans often draw inspiration from Taylor's evolving fashion sense over the years, embracing different styles that resonate with them.
The quest for the perfect “Eras Tour outfit” garners an impressive 11,000 average monthly searches on Google alone. This ritual of carefully choosing a concert ensemble has spurred thousands to share inspiration across social media platforms. The TikTok hashtag “#erastouroutfits” boasts over 71k posts, while its Instagram counterpart “#erastouroutfit” has 66.4k posts, highlighting the enthusiasm surrounding concert attire preparation.
When asked how much they spent on their Eras Tour outfit, the majority of Swifties (46%) revealed they purchased fashion within the £0-£50 range. Demonstrating their resourcefulness, many budget-conscious fans opted to either repurpose existing clothing (13%), explore thrift stores for second-hand finds (7%), or unleash their creativity by crafting DIY outfits (16%).
Only a small fraction of fans (3%) intended to splurge on their look, budgeting £101 or more for their concert ensemble.
Now we have an idea of how much Swifties plan to spend on their outfits, let's delve into what they'll be wearing.
The concert runs through the many eras of Taylor Swift's musical career and therefore it has become a tradition for fans to pick an era they identify with the most and wear outfits that are inspired by it. For example, Folklore-inspired outfits play on a natural cottagecore vibe with linen fabric and flowing dresses while the Reputation era channels a darker, edgier vibe with leather jackets, band tees, and plenty of metal accessories.
We analysed Google search volumes to uncover which eras Swifties are dressing up for the most, and 1989 emerged as the clear favourite with over 73,200 searches. Following closely behind, the soft pastels of the Lover era garnered 36,000 searches, while the bold aesthetics of the Reputation era trailed slightly with 33,600 annual searches.
Another iconic part of Swiftie fashion is the friendship bracelets that fans take to trade at each concert, inspired by the song “You're on Your Own, Kid”.
Pinterest searches for “friendship bracelets” have increased 74% in the last 3 months alone in the UK as fans gear up to make their own at home to trade with fellow fans.
Rebecca Bebbington, Personal Finance expert at NetVoucherCodes, offers her insights on saving money while dressing for The Eras Tour:
Rebecca Bebbington, Personal Finance expert at NetVoucherCodes“My top money-saving tip for anyone preparing their Eras Tour outfits is to seek out discount codes for their favourite retailers. Leading up to the tour, many popular fashion brands like Boohoo and Nasty Gal curate Eras Tour collections, making it easy for fans to put together an outfit without overspending. These brands frequently provide promo codes, ensuring you secure your looks at a more affordable price. Check out some of our codes below”.
How Much Will it Cost to Attend at Each Location?
Taylor Swift's UK leg of The Eras Tour is set to grace four iconic locations: Wembley Stadium in London, BT Murrayfield Stadium in Edinburgh, Anfield Stadium in Liverpool, and Principality Stadium in Cardiff. While the set list and ticket prices remain relatively consistent across all venues, the overall cost of attending varies due to discrepancies in accommodation, dining options, and transportation in each city.
So, which city offers the most budget-friendly experience to catch Taylor Swift live in the UK?
| Transport | London | Edinburgh | Liverpool | Cardiff |
| Uber (centre to stadium, 6pm, Friday) | £35.96 | £7.94 | £5.95 | £10.66 |
| Public transport (centre to stadium, 6pm, Friday) | £3.20 | £2.00 | £2.00 | £0.00 |
| Parking | £42.50 | £40.00 | £20.00 | £45.00 |
| Food & Drink | London | Edinburgh | Liverpool | Cardiff |
| Water (500ml) | £3.20 | £2.20 | £2.00 | £2.20 |
| Beer (pint) | £7.00 | £7.50 | £4.40 | £6.50 |
| Snack (crisps) | £1.70 | £2.00 | £2.50 | £2.00 |
| Ticket | London | Edinburgh | Liverpool | Cardiff |
| Front standing | £175.25 | £172.25 | £143.40 | £171.25 |
| General Admission standing | £110.40 | £110.40 | £143.40 | £109.40 |
| Other | £58.65 - £194.75 | £58.65 - £194.75 | £57.90 - £143.40 | £86.90 - £182.50 |
| Average | £134.76 | £134.76 | £114.90 | £137.50 |
| Accommodation (1 bed, average one night) | London | Edinburgh | Liverpool | Cardiff |
| Airbnb | £293.00 | £180.00 | £125.00 | £131.00 |
| Hotel | £333.09 | £787.33 | £294.15 | £387.63 |
| TOTAL | £854.40 | £1,163.73 | £570.89 | £722.49 |
According to our findings, Liverpool emerges as the most budget-friendly destination to experience Taylor Swift's Eras Tour in the UK, with a total estimated cost of £722.49. Renowned for its rich musical heritage, Liverpool consistently offers lower prices across various categories including transportation, dining, accommodations, and concert tickets compared to other cities.
On the other hand, Edinburgh ranks as the most expensive city, with an estimated total cost of £1,163.73. While generally less expensive in most categories, Edinburgh's higher hotel accommodation costs during the concert period contribute to its overall higher expense. Meanwhile, London scored high in several metrics, with notable expenses including £35.96 for a Uber ride from central London to Wembley Stadium and an average cost of £293 for a single room on Airbnb.
The Eras Tour Impact on the Short-Term Rental Market
As Taylor Swift kicks off her eagerly awaited “Era's Tour” across the UK, there's an unprecedented surge in short-term rental demand. Properties, from London townhouses to urban apartments, are being quickly booked to accommodate concert-goers. We collaborated with AirDNA, experts in short-term rental data and analytics, to monitor this surge and its broader impact on the hospitality industry.
By comparing short-term rental booking data from tour dates to the week prior, we see a significant increase in both nights stayed and booked rates leading to a cumulative revenue impact of £9.03 million. The majority of this surge arises from the increased number of nights booked, with London's June event alone generating over £3.9 million. Revenue from higher Average Daily Rates (ADR) contributes £493,000 to this total.
When we look at the booking rates for the 2024 concert dates compared to the same dates in 2023, we can see a huge uptick in bookings when guests secured their concert tickets at the beginning of last July.
By the end of July 2023, bookings for Era Tour dates in the UK had surged significantly, ranging from a 67% to nearly 1,500% increase across the four stops. Edinburgh and Liverpool experienced the most remarkable year-over-year growth in bookings. Bookings made in July accounted for approximately 25-35% of the current demand for concert dates in Edinburgh, Liverpool, and Cardiff. However, London concert-goers were slower to book, with July bookings comprising less than 10% of the current demand for concert dates.
- Liverpool+1439﹪
- Edinburgh+621﹪
- Cardiff+141﹪
- London (Aug)+113﹪
- London (Jun)+67﹪
Sun 16 June
Fri 7 June
Sat 8 June
Sun 9 June
Mon 10 June
Tue 11 June
Wed 12 June
Thu 13 June
Fri 14 June
Sat 15 June
Sun 16 June
Fri 7 June
The data also reveals that current prices for short-term rentals for dates surrounding The Eras Tour are much more expensive than their usual cost, a trend underscoring the heightened demand for accommodations aligned with the tour dates.
Edinburgh already has 85% of its current available listings booked up which likely emboldens hosts to increase their prices. Due to this, the city is seeing a staggering 46% premium for its available rentals from what was originally £230 a night jumping to £336.
Meanwhile, in Liverpool, a different narrative unfolds. Despite guests securing lower-priced stays compared to other UK cities on the tour at an average of £167, available rates present a striking contrast. Here, available rates are soaring to £219, a 31% increase on booked rates, signalling a potential shift in pricing dynamics as demand continues to evolve.
This data highlights the tour's profound impact on the UK's short-term rental market, benefiting hosts and the broader hospitality industry alike. It illustrates how events of this magnitude can stimulate local economies and invigorate various sectors.
Meet “The Ultimate Swiftie”
Leah Rafferty is attending six shows of The Eras Tour on its UK leg alone and has only spent £1,600 so far.
Leah Rafferty, a 27-year-old resident of Sheffield and a devoted Taylor Swift enthusiast, may very well hold the title of the UK's top Swiftie. Rafferty will see The Eras Tour a total of six times: three times in London, twice in Liverpool and once in Edinburgh. In an interview, she shares her strategies for acquiring multiple tickets, the financial investment required to attend all six shows, and her meticulous budgeting techniques.
Why did you decide to see multiple shows of The Eras Tour?
“I feel as if I missed out on a lot of Taylor's previous tours as I wasn't working back then and my parents didn't have the money for that many concerts so I only went to local shows. When I finally secured a job and was able to save money I was able to see her at the Rep Tour. I had nosebleed tickets for it but I had the best time of my life and swore to myself that next time she tours I would go to as many dates as possible. I also can't forget about the surprise songs. I want to hear as many as possible as I know I missed out on so many”.How did you budget to prepare for the tour?
“I still live at home and only have to pay bills for my car and board so my expenses are fairly low. In the five years of saving, I also got a job promotion which meant I was able to save even more money. I just put about 25% of my wage into savings then from month to month added a bit more depending on what's going on that month. I feel like I was extremely lucky in my circumstances”.How did you manage to secure tickets to multiple shows, considering the high demand?
“As soon as registration was announced I set up an account for everyone who I lived with. I also ordered many different formats of the Midnights album so I was lucky enough to get presale codes from them. For the original tour dates I got waitlisted, however when Taylor added two more end dates my mum got an email saying she was off the waitlist. The last few dates were due to friends who also had a code and managed to get tickets”.Can you estimate the total amount you will spend on tickets, travel, and accommodations for all six shows?
“For the tickets in total, I spent £1,192.57 with the most expensive ticket being £388.30 for the ‘Karma is my Boyfriend’ VIP package and the cheapest one at £100.
Travel cost £123 which includes coaches, parking and train travel. However, I'm driving to one of the dates and getting a lift from friends on another date which has helped keep costs down. There's one date I haven't sorted travel for yet.
Hotels cost a total of £293 for accommodation in London and Edinburgh, with London being the biggest expense. I have no budget limit for merch thanks to my credit card but for food and petrol I've saved about £200-300. On all my outfits I've probably spent £60 including bracelets.
This meant in total, to see six shows I spent £1,608. However, I plan to spend more when at the venues for food, drink and merchandise”.
How to Save Money When Attending The Eras Tour
Rebecca Bebbington, personal finance expert and consumer champion at NetVoucherCodes has put together a list of tips to help Swifties attending The Eras Tour keep costs down.
Eat before or after the concert
Concert food can be extremely expensive and it's almost impossible to predict how much it will cost before you go. You're also often not allowed to take your own food into a venue and once you pass through the gates, prices start to increase massively. To avoid spending extortionate amounts on food, opt to eat either before or after the concert. This also means you won't miss any of your favourite songs trying to grab a quick snack. If you're adamant about buying food at the venue, create a budget for yourself so you don't overspend.
Arrive by public transport
Taking an Uber to the concert can be a costly ordeal, as can trying to find parking close to the stadium. Our report already revealed that parking for a single car can be upwards of £40. A better idea is to explore the public transport options close to each stadium. Mostly, public transport will cost a fraction of the price and likely drop you off directly outside the stadium such as Edinbrugh's tram and Liverpool's buses. Research your route and options before you arrive to ensure you're not delayed on the night.
Buy merchandise after the event
Merchandise is one of the biggest lures to the concert for many Swifties but from the U.S. tour, we've heard reports of huge lines and scalpers buying up all the best pieces to resell online. Your best bet is to look for merchandise on the official Taylor Swift tour website where it will be priced fairly. If what you're looking for is an exclusive for the location, you can often find resales on websites like eBay and Facebook Marketplace.
Drink before the event
If you want to have a drink while at the event, your best bet is to pre-drink before the actual concert. While food at concerts can be expensive, alcohol has an even higher premium. Don't try to bring any drinks in yourself, as venues have strict rules around bringing in liquids and you're unlikely to get it past security, wasting your time and money. I'd recommend getting together with some friends before the concert and buying drinks from a nearby supermarket to keep costs down.
Catch an Uber away from the concert
When leaving the concert, thousands of people are going to be trying to hail a taxi or Uber. Because of this, you'll see a huge price surge and you'll likely not be able to secure one anyway. The best thing to do is walk two blocks away from the concert venue until you're in a much quieter area. The Uber will not only be cheaper but you'll also have a better chance of actually getting one. You could also consider pre-booking transport to ensure you have a ride home.