The Impact of Taylor Swift’s Eras Tour on County Retail Sales

Abstract

13 pagesTaylor Swift’s “The Eras Tour” had a large economic influence of United States cities, with football stadiums selling out to tens of thousands of Swifties. This paper analyzes the effects of The Eras Tour on monthly county retail sales. Using data on retail sales from 2021 – 2023 from five different states in which the tour stopped, regressions were run examining how presence of an Eras Tours concert in a county predicted retail sales. The results indicate that counties that hosted Eras Tour concerts had increased retail sales in the month that they hosted concerts