This is Swiftonomics 101

Swifties splurge on travel, lodging, clothes, and makeup.

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The Future. Taylor Swift’s Eras Tour is expected to be one of the highest-grossing tours of all time, but its impact reaches beyond tickets and merch, as Swifties splurge on travel, lodging, clothes, and makeup to attend. Her fans’ extravagance could point to a larger trend of consumers indulging in experiences they missed during years of cooped-up pandemic living.

“It’s me, hi”
Each stop on the Eras Tour is preparing for a boom as Swifties cross state lines to attend whatever shows they could get tickets for.

  • Glendale, Arizona, where hotel rates soared when fans visited from around the world, temporarily renamed itself “Swift City.”
  • Swift’s three-night stay in Houston resulted in the city’s highest hotel revenue week of 2023, jacking up prices more than the NCAA’s Final Four tournament.
  • The Courtyard by Marriott in Philadelphia, near the 65,000-seat stadium where Swift performed this weekend, is completely booked (a rare occurrence).

“Wind in my hair, I was there”
The celebration doesn’t stop there. Fans want to look good for the shows, so they’re shelling out for bejeweled boots, custom jackets, and hair and makeup. And major retailers like Amazon and Poshmark are selling out of Eras outfits.

It’s Taylor’s world. We just live in it.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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