Taylor Swift's Eras Tour has already made history — and it's reportedly set to earn yet another milestone.
According to industry experts who spoke to The Sun, Swift, 34, is expected to rack up $500 million in merchandise sales alone as she finishes out her wildly successful, nearly two-year run. The projected number is twice as much as the tour grossed last year.
The 14-time Grammy winner is projected to earn $120 million in merch on the European leg of the tour alone, which she kicks off in Paris on Thursday, May 9.
"We expect the numbers to be insanely high," one source told the outlet of the projected merch numbers at shows in France, Portugal, the U.K., Germany, Italy and more.
The fan demand is unprecedented, the experts said, with ticket sales reportedly set to reach $2 billion on the final legs of the tour. In December 2023, the Eras Tour became the first tour ever to gross more than $1 billion in tickets, per Pollstar. (Swift herself became a billionaire thanks to the wide-ranging success of the tour.)
"Millions of fans have been waiting for this to happen, and they have been saving money to spend it on their favorite artist," one of the sources shared, adding: "The tour is the biggest ever, and Taylor is the most famous artist in the world, and they want to have their part of history."
Earlier this year, on the Asian leg of the Eras Tour, insiders noted that Swift sold more than 100,000 items on the online store alone in one single day — in addition to the massive sales at the venues.
"We have never seen this before," one of the sources told the outlet. "I worked with Michael Jackson but nothing came close to what Taylor is doing."
The Eras Tour has become a pop culture phenomenon after Swift began the run last March in Arizona. Swift performs for three-and-a-half hours every night, dazzling in multiple costume changes as she goes through each era of her career — performing songs from every one of her albums since debut in 2006. She also performs two "secret songs" at every show; tunes she only plays exclusively at each individual concert.
Uncommon Knowledge
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Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Michelle is an experienced entertainment writer and editor with a focus on celebrity and pop music news. Prior to writing ... Read more
