Swifties experience checkout-free shopping as Amazon Fresh Wembley store runs The Eras Tours campaign

Last week, Amazon’s Just Walk Out technology powered Amazon Fresh Wembley store celebrated Taylor Swift's The Eras Tour with a 'Fuel Your Concert Fun' campaign.

The Eras Tour was at Wembley Stadium on 21st, 22nd and 23rd June and returns on 15th, 16th, 17th, 19th and 20 August.

In a LinkedIn post, Madison Mottram, Marketing Executive Apprentice at Amazon Fresh UK, said: “From concert themed snacks to vibrant displays, we brought the concert culture straight to our shelves. This was a really fun initiative to get involved in (especially as a Swiftie)”.

“Stay tuned for more content launching this August on the Amazon Fresh UK Instagram.”

Smart carts

In April, we reported that Amazon was removing Just Walk Out technology from the majority of its Amazon Fresh stores.

This will be replaced by smart carts that allow customers to skip the checkout line but also see their spending in real-time.

Just Walk Out will continue to be offered in Amazon Go stores and some smaller Amazon Fresh stores in the UK. Amazon will also continue to offer the tech to third-party retailers.

“We’ve invested a lot of time redesigning a number of our Amazon Fresh stores over the last year, offering a better overall shopping experience with more value, convenience, and selection, and so far we’ve seen positive results, with higher customer shopping satisfaction scores and increased purchasing," said spokesperson Jessica Martin.

“We’ve also heard from customers that while they enjoyed the benefit of skipping the checkout line with Just Walk Out, they also wanted the ability to easily find nearby products and deals, view their receipt as they shop, and know how much money they saved while shopping throughout the store.”

Swiftonomics

Data from e-commerce accelerator Pattern reveals a surge in demand for Taylor Swift merchandise as fans prepared to dress for the occasion and celebrate the American singer-songwriter’s visit to the UK.

Taylor Swift’s impact on the American economy, often dubbed ‘Swiftonomics,’ has been well documented.

Now, as the UK witnesses the highly anticipated Eras Tour, a similar economic boost is expected here, and retailers should prepare for this demand. Pattern’s analysis of consumer demand on Amazon for popular outfits and memorabilia reveals significant increases in several key areas.  

Year-over-year searches for ‘Taylor Swift’ have skyrocketed by 263%, while searches for ‘friendship bracelet kit’, an item popularly exchanged by fans at Taylor’s concerts, have risen by 166%.

This indicates a growing interest in both general Taylor Swift merchandise and specific fan related items.

Additionally, since the start of the Eras Tour, there has been a notable increase in searches for popular clothing items associated with the tour. Searches for ‘cowboy boots’ have surged by 216% compared to the 2024 average, and searches for the iconic ‘Not a lot going on at the moment’ t-shirt have increased by 175%.

By that same measure ‘sequin shorts’ searches have gone up by 113%, ‘cowboy hats’ by 112%, and ‘Taylor Swift dress’ by 69%.  

In preparation for Swift's arrival in the UK, her fans have been looking to refresh their memories of her extensive music catalogue, driving significant year-over-year increases in searches for her albums.

Searches for the ‘Midnights CD’ have increased by 141%, while those for ‘Taylor Swift CD’ have risen by 116%. Additionally, searches for the ‘Midnights vinyl’ have gone up by 99%.

Taylor Swift’s UK fans are not only gearing up to attend the concerts but also immersing themselves in the full Eras Tour experience, driving notable increases in both fashion and music sales.

According to a Pattern press release: “As UK retailers face challenges from the rising cost-of-living and previously low demand, the influx of interest in Taylor Swift’s merchandise and memorabilia presents a welcome economic stimulus, highlighting the substantial cultural and economic influence Swift holds internationally.”