Taylor Swift: Why the Eras Tour has been a triumph for UK retail

Taylor Swift Eras Tour posters

Taylor Swift’s Eras Tour has well and truly been the talk of the town, but how much has the superstar’s fandom impacted retail? Retail Week explores Swiftonomics’ big retail hits.

Consumers are forecast to spend nearly £1bn attending Swift’s tour this summer, according to Barclays. So, despite Keir Starmer’s entry to Downing Street, the cost-of-living crisis and a big summer of sport, Taylor Swift’s Eras Tour is likely to be the biggest retail event of the summer.

But just how much of an impact has she actually had, what can be expected from the five Wembley Stadium tour dates yet to commence and what can retailers learn from the cultural phenomenon?


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