VoucherCodes research: Taylor Swift Eras Tour set to provide a £140 million boost to UK retail sector

Taylor Swift’s Eras Tour is forecast to give the UK retail sector a £138.8 million boost, as fans splurge on merchandise, outfits, accessories and the all important craft supplies. 

Research from UK discount site, VoucherCodes, reveals that in the run up to the concerts fans will part with a total of £82.3 million in retail stores. An additional £56.5 million will be spent at merchandise retailers on the day of the concerts.

With Swifties desperately hunting for the perfect Eras Tour outfits, £31.5 million is expected to be spent on clothing alone for the tour, with another £15 million on accessories, £12.3 million on footwear and £5.4 million on makeup.

Craft suppliers are expected to do particularly well from the tour, with £3.5 million spent by committed fans looking to add some sparkle to their concert outfits.

On top of this, £2.2 million will be splashed out on friendship bracelet supplies, with Eras Tour attendees participating in the latest Taylor craze to make and exchange bracelets during the shows. 

This means that on average each person attending The Eras Tour is forecast to stump up £145.07 at retail stores with £82.30 of this being spent on the day on that much needed merchandise.

It’s no surprise spending is set to be so high with 1,391,101 people expected to shop at retail stores ahead of their show, and another 1,230,165 fans at hospitality and retail stores on the day itself. 

Hosting eight shows across the summer, London will see the highest retail spending from The Eras Tour with £34.1 million spent on the show dates. Edinburgh is forecast to see a boost of £11.6 million and Liverpool will see £6.3 million.

With just one concert date, Cardiff is set for the smallest bump in sales at £4.5 million.

Michael Brandy, Senior Commercial Director at VoucherCodes, comments: “As our report shows, Taylor-mania is sweeping the UK and it’s not only Taylor Swift who’s set to benefit.”

“With a healthy boost in sales forecast from fans splashing out on extras to make the concerts a night to remember, it’s almost as if The Eras Tour is Taylor made for retailers.”

“Cashing in on the craze, Liverpool’s been renamed ‘Taylor Town’ in Swift’s honour keeping locals entertained and encouraging them to get out onto the high street to spend their money.”

“Savvy retailers should tap into the hype whilst it lasts, by pushing anything covered in sequins, friendship bracelets, cowboy graphics or hinting at Taylor Swift's songs will instantly catch a Swiftie’s eye.”