Sydney Swifties estimated to spend up to $66 million on Eras Tour merchandise… after one fan splashed $20,000
Sydney has gone crazy for Taylor Swift and fans aren’t afraid to show their support with their wallets.
A new study estimates that Sydney Swifties will spend a whopping $66 million on Eras Tour merchandise during the star’s visit to Harbor City this week.
According to Nigel Bairstow, a marketing expert at the University of Technology Sydney, Swifties will spend an average of $1,300 each on their Eras Tour experience.
In total, more than 300,000 Swifties are expected at the Accor Stadium over four evenings.
Bairstow’s estimate is based on ticket prices, accommodation, travel, food and drink, outfits and merchandise.
Sydney has gone crazy for Taylor Swift (pictured) and fans aren’t afraid to show their support with their wallets
“While precise figures are not available without specific sales data, Swift’s huge global fan base and the popularity of her tours indicate substantial revenue,” Bairstow said ABC.
Dr. Meanwhile, UTS Business School’s Amanda White estimated the singer will rake in $22.3 million from Sydney merchandise alone.
“Even though Taylor may make billions of dollars in revenue from the concerts and from merchandise, she’s not going to get all of that in her bank account, you have to make sure you take out all the costs,” Dr. White told ABC.
A new study estimates that Sydney Swifties will spend a whopping $66 million on Eras Tour merchandise during the star’s visit to Harbor City this week. (Image: Fans buy Swift merchandise at MCG on February 16)
Taylor’s estimated profit takes into account production and labor costs, credit card fees and location costs.
Swift will perform four shows in Sydney from Friday February 23 to Monday February 26.
Merchandise will be available at Sydney Olympic Park from Wednesday 21 February.
It comes after a concertgoer revealed to the ABC he spent almost $20,000 to attend the Eras Tour.
According to Nigel Bairstow, a marketing expert at the University of Technology Sydney, Swifties will spend an average of $1,300 each on their Eras Tour experience. (Image: Fans buy Swift merchandise at MCG on February 16)
Perth’s Patrick Scully-Sanders shared his plans to attend all seven concerts of Taylor’s Australian tour.
The WA local revealed he bought $1,250 VIP tickets for six of the seven shows, along with $2,500 worth of merchandise.
“It’s about wearing something with someone I relate to… merchandise helps us all connect,” he shared.
Mr Scully-Sanders told the ABC he had to work three jobs to cover the costs of his concert experience.
Dr. Meanwhile, UTS Business School’s Amanda White estimated the singer will rake in $22.3 million from Sydney merchandise alone.