Article

The Taylor Swift Effect: Examining Swiftie Spending Habits

From a record-breaking international tour to a handful of highly-publicized NFL cameos, it’s unlikely you’ve missed mentions of Taylor Swift as of late. But perhaps even more ever-present than Taylor herself is her loyal fandom, the Swifties. In a recent Numerator survey of over 2,300 US households, 42% of respondents indicated they had a Swiftie in their midst. Making up nearly half of US households, the Swiftie fanbase holds considerable spending power. Read on to learn more about Swiftie households—who are they, what do they spend their money on, and how does musical fandom tie into consumer trends?

Who are Taylor Swift fans anyway?

From parents to partners and little ones getting ready for school, Swift’s enchantment spans across generations. Among households with Swifties, 79% of adults surveyed said they were personally a fan, 22% said their spouse or partner was, and 39% their children. Fandom also appeared to be a family affair—in households with children where one or both parents were Swift fans, over two-thirds (69%) also had children who were fans.

Compared to the average US household, Swiftie households skew higher income, are more likely to hold higher education degrees, and tend to live in the suburbs—some might say they were born to be suburban legends. They have positive views of advertising, finding it entertaining and informative, and they stream music and videos online more often than other households. These households are also more likely to care about organic, eco-friendly, and health-focused products.

Swiftie Spending Habits

From music to merchandise, over half (58%) of Swifties say they’ve spent money on Taylor-related products or services in the past year. The most popular purchases were digital copies of Taylor’s music (18%), Taylor merchandise (16%), and physical copies of her music (15%). While only 8% of fans surveyed attended The Eras Tour, nearly twice as many attended The Eras Tour Movie in theaters and 3% Tay-gated outside of a show. Excluding concert tickets from the mix, most Swifties (42%) spent under $100 on Taylor-related spoils, while 16% spent more than $100.

Activities and spending varied significantly by fandom level. Among those who identified as Taylor Swift “Superfans”—about 8% of respondents—78% opened their wallets for Swift-related spending, with a third (34%) spending over $250.

Swiftie households also have distinct spending habits outside of Taylor-related purchases. They spend more of their grocery dollars on wine, cheese, and seafood than the average household and less on spirits, meats, and energy drinks. They’re also more likely to be Starbucks lovers and to have dined at Olive Garden in the past year—though we can’t say for sure if they go every Tuesday night for dinner and a glass of wine.

Eras Tour Economy

The economic impact of Swift’s Eras Tour has been well documented, credited with generating billions in consumer spending and boosting local economies. Numerator data also shows a city-wide spike in shopping trips and restaurant visits surrounding a number of her Eras Tour stops. Most notably, Los Angeles saw its single highest week of consumer activity in 2023—based on the number of shopping trips & restaurant visits—the week of Swift’s six-night Eras stint. Seattle, Philadelphia, and Minneapolis also saw similar spikes, with their Eras tour stops ranking in the top three weeks of consumer activity in 2023 for their respective cities (Seattle #2, Philadelphia #2, Minneapolis #3).

The most common expenses among Eras Tour Attendees were show tickets, food or drinks at the venue, and concert merchandise. Over half (52%) also purchased special apparel and accessories to wear to the show or grabbed food or drinks outside of the venue (48%). A third of attendees (35%) spent $500-$1,000 on their total experience, and a quarter (27%) spent over $1,000. Superfans were nearly twice as likely to purchase airfare to get to their Eras tour experience and were three times more likely to spend $5,000 or more.

Swifties Here to Stay, Stay, Stay

As US Swifties wait for Taylor to come back…be here for the second leg of her tour this fall, a quarter (24%) expect to stream The Eras Tour (Taylor’s Version) on Disney+ while a handful of lucky ones (2%) plan to catch a flight to one of her international tour dates.

Certified Swiftie Status may be a bit niche for your business’s needs, but Numerator collects over 2,500 consumer attributes for enhanced targeting and profiling of your shoppers. Alongside verified purchase data and a highly engaged panel, Numerator offers unparalleled shopper insights and survey capabilities. Reach out to our team of masterminds and learn more about how we can help you lay the groundwork for a winning business strategy.

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