Taylor Swift performs during The Eras Tour at the National Stadium in Singapore on March 2, 2024.
Ashok Kumar | Getty Images Entertainment | Getty Images
Taylor Swift’s Eras Tour is set to provide a £997 million ($1.2 billion) boost to the U.K. economy, according to Barclays, which predicts fans will spend an average £848 to see the singer.
Data from the British bank, published Wednesday, showed that Eras Tour-ticket holders are predicted to fork out more than 12 times the average cost of a night out in the U.K. (£67) and more than double that spent attending a U.K.-based wedding (£398).
Barclays’ “Swiftonomics” report said the average amount spent on an Eras Tour ticket is £206. Other expected costs include £121 on accommodation, £111 on travel and £56 on clothes to wear at the concert.
The bank also expects ticket-holders to splash out an average of £79 on official merchandise on the U.K. leg of the Eras Tour, which kicks off in June. That’s along with £59 on a meal before the concert and an additional £216 on other costs, including drinks and vinyl records.
Based on that total spend of £848 by nearly 1.2 million ticket-holders, across 15 nights at four stadiums, Barclays predicted that the tour will rake in £997 million.
“When it comes to cultural icons like Taylor Swift – like we saw with Elvis and Beatlemania in the 50s and 60s – supporters have such a strong connection to the artist and to the rest of the fandom that the desire to spend becomes even more powerful,” said Peter Brooks, a chief behavioral scientist at Barclays.
“Swiftonomics” is a term used to describe the economic influence of the musician, as fans flock to her shows around the world — spending big as they do so.
The economic impact of tours by superstar musicians, including Swift, Beyoncé and Bruce Springsteen, has been observed more broadly as a trend in recent times.