Sydney has gone mad for Taylor Swift, and fans aren’t afraid to show their support with their wallets.
A new study estimates Sydney Swifties will shell out a whopping $66 million on Eras Tour merchandise during the star’s visit to the Harbour City this week.
According to Nigel Bairstow, a marketing expert at University of Technology Sydney, Swifties will spend on average $1,300 each on their Eras Tour experience.
Over 300,000 Swifties are expected in total over four nights at Accor Stadium.
Bairstow’s estimate is based on ticket prices, accommodation, travel, food and drinks, outfits and merchandise.
Sydney has gone mad for Taylor Swift (pictured), and fans aren’t afraid to show their support with their wallets
‘While precise figures are unavailable without specific sales data, Swift’s massive global fanbase and the popularity of her tours indicate substantial earnings’ Bairstow told ABC.
Dr Amanda White from UTS Business School meanwhile estimated the singer will walk away with $22.3 million from Sydney merchandise alone.
‘Even though Taylor might be making multi-billion-dollar in sales from the concerts, and from merchandise, she doesn’t actually get all of that in her bank account, you have to make sure that you take out all of the costs,’ Dr White told ABC.
A new study estimates Sydney Swifties will shell out a whopping $66 million on Eras Tour merchandise during the star’s visit to the Harbour City this week. (Pictured: Fans buying Swift merchandise at MCG on February 16)
Taylor’s estimated profit considers manufacturing and employment costs along with credit card fees and venue costs.
Swift is set to perform four shows in Sydney from Friday, February 23 to Monday February 26.
Merchandise will be available at Sydney Olympic Park from Wednesday February 21.
It comes after one concert-goer revealed to the ABC that he had spent close to $20,000 to attend the Eras Tour.
According to Nigel Bairstow, a marketing expert at University of Technology Sydney, Swifties will spend on average $1,300 each on their Eras Tour experience. (Pictured: Fans buying Swift merchandise at MCG on February 16)
Patrick Scully-Sanders from Perth shared his plans to attend all seven concerts of Taylor’s Australian tour.
The WA local revealed he bought $1,250 VIP tickets to six of the seven shows along with $2,500 of merchandise.
‘It’s the whole thing of wearing something with someone that I relate to … merch helps all of us fans connect’ he shared.
Mr Scully-Sanders told the ABC that he had to work three jobs in order to cover the costs of his concert experience.
Dr Amanda White from UTS Business School meanwhile estimated the singer will walk away with $22.3 million from Sydney merchandise alone
