Taylor Swift Eras Tour to boost UK spending by £1bn, says report

The report from Barclays combines hundreds of millions of customer transactions with consumer research on spending trends around the popstar.

It said the average amount spent on an Eras Tour ticket was £206, with 14% of fans spending more than £400 on perks, including VIP packages and exclusive merchandise.

Travel costs will average £111 as many fans will be travelling to a different city for the event. Eras Tour performances will take place in Edinburgh, Liverpool, Cardiff and London.

Fans will also fork out an average of £121 on accommodation.

Eating out, new outfits and Taylor-Swift-themed afterparties are also set to contribute to an overall boost of £997m to the UK economy.

However, as anticipation has been high for the event – Swift last toured the UK six years ago – many fans missed out on UK tickets.

Instead, some may have gone to other European cities such as Paris to see her “possibly due to ticket availability, cheaper travel and accommodation costs, or simply so that they can combine the concert with a holiday or city break”, Barclays said.

Dr Peter Brooks, chief behavioural scientist at Barclays, said: “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.

“For non-fans, £848 may seem like an enormous amount to splash out on a concert, but for Eras Tour ticket-holders, every pound they spend is an investment in the memories they’ll create.”