Taylor Swift’s “Eras” tour is on track to become the highest-grossing tour in history, with estimated ticket sales totaling $2.2 billion in North America alone, according to research firm QuestionPro. The survey data, provided exclusively to CNN, reveals the unprecedented demand for Swift’s concerts and the incredible impact she has on local US economies. The average price of tickets was $455.78, and Swift had a total of 68 shows in North America, with an average attendance of 72,459 per show. This would surpass the previous record set by Elton John’s “Farewell Yellow Brick Road” tour, which grossed over $887 million.
Swift’s “Eras” tour has not only been a phenomenal success in terms of ticket sales but has also had a significant economic impact. Concertgoers have spent thousands of dollars on tickets, outfits, transportation, and travel accommodations, making it one of the biggest social events of the year. A poll conducted by QuestionPro found that attendees spent an average of $291.62 on outfits, $214.80 on merchandise, and $131.48 on food and drinks. The average resale price of an “Eras” ticket was $1,607, a significant increase from the average resale price of $191 for her previous tour, “Reputation.”
Swift’s tour has also had far-reaching philanthropic effects. Truckers for the tour received $100,000 checks each, which were deemed “life-changing,” and food banks in the communities where Swift performed received substantial donations, enabling them to replenish their inventories. Retailers have also benefited from the tour, with shops marketing outfits that match the theme of Swift’s “eras.” In Philadelphia, hotel revenue in May reached its highest point since the onset of the pandemic, thanks to an influx of guests for Swift’s concerts.
The demand for Swift’s tickets has been so high that some fans resorted to listening to the concert from parking lots outside the venue. According to data analytics platform Placer.ai, in Nashville, about 33% of the Nissan Stadium’s total crowd during the concerts stood outside the venue to tailgate. This phenomenon is reminiscent of die-hard sports fans gathering outside stadiums.
While the “Eras” tour is expected to conclude in late 2024, music industry experts believe that Swift could potentially surpass her own record if she extends the tour or embarks on another highly anticipated tour. As Taylor Swift’s impact on both the music industry and the economy continues to grow, she solidifies her position as an unrivaled force in entertainment.