The Australian leg of Taylor Swift’s The Eras Tour is about to kick off, and with it comes significant economic benefits. Early reports from Venues NSW have estimated a $140 million injection into the local economy off the back of Swift’s seven shows.
And it’s not just hotels, restaurants and airlines that are seeing windfalls. Small local craft businesses have also seen a significant uptick in sales thanks to the handmade friendship bracelets that have become a staple amongst fans throughout the world tour.
But first, it’s worth talking about some of the numbers around the Eras Tour so far. Because the $140 million pegged for Australia — which doesn’t include the ticket or merchandise sales — is a mere drop in the ocean compared to the entire tour.
It’s been estimated the tour resulted in US$5 billion (in addition to the net profits of the shows) in spending in the first five months of the US leg of the tour. It’s also worth noting that in general, for every $100 spent on a live show, around $300 additional spending goes into the local economy. Think transport, accommodation and food.
When it comes to the Eras Tour, this number is exponentially higher. Data from various American cities showed the number sat closer to US$1,300 – US$1,500. And part of this was due to merchandise as well as the level of costuming some Swifties are engaging in.
And that includes the friendship bracelets.
Why are friendship bracelets part of Taylor Swift lore?
One of the things that makes Taylor Swift’s fandom stand out amongst other popular musical acts is the lore. With a career spanning two decades where fans have been a firm focus, Swift has made a consistent effort to include Easter Eggs, clues and in-jokes for the fans in her music videos, social media posts, lyrics and even in what she wears.
This is why platforms like TikTok are awash with fan theories about what Taylor is going to do next. The Swifties are constantly hunting for clues about when she will drop re-records of her original albums (read the full and incredible tale of why she’s doing that here), vault tracks and new albums.
Another side effect of the Swiftie fandom has been fan interactivity during the Era’s Tour. Similar to the extra lyrics Australians add to The Angel’s classic rock banger Am I Ever Going To See Your Face Again (you know what I’m talking about), the same has happened for some of Swift’s songs.
During Anti-Hero fans yell “Taylor You’ll Be Fine” during the second verse — a throwback to an alternative version of the song she released with long-time producer Jack Antonoff.
My personal favourite is the yelling of “Sydney” in between the bridge of Blank Space because of Swift’s iconic 1989 world tour performance. During the show, she used a loop effect during her Harbour City shows to harmonise with herself and add “Sydney” in between the regular lyrics. It’s now become a staple amongst the fans during her subsequent concerts.
And then there’s the friendship bracelets.
They managed to manifest off the back of a single line from You’re On Your Own Kid, a track off Midnights — the album that won Swift multiple Grammys this week:
‘Cause there were pages turned with the bridges burned
Everything you lose is a step you take
So make the friendship bracelets
Take the moment and taste it
You’ve got no reason to be afraid
Since then, concert-goers have made a huge deal out of making their own beaded friendship bracelets to wear and swap at Era’s Tour concerts. They often contain favourite lyrics, song names or other Swift-related references — and unhinged memes — that fellow fans will understand.
@byapeyaaa Are you ERAS TOUR-ready? Introducing our Taylor Swift Album-Inspired Bracelets 2.0 A better and improved design for our Swifties! ✨ taylorswift taylorsversion taylorswiftfriendshipbracelets theerastourtaylorswift theerastourfilm friendshipbracelet handmadegifts Also, we are now using stretchable strings for an easy trade to other Swifties during the Eras tour. (With lock is available too!) 🦋 Free stickers and Spotify code card 🦋 We accept customization
They’ve become so ingrained in the Taylor Swift meta that her boyfriend Travis Kelce — the tight end for the Kansas City Chiefs — admitted to making one with his phone number on it in the hopes of giving it to Swift after one of her shows.
Eventually the two did connect and Swift has now been a staple at Chiefs’ games. This has resulted in a US$331.5 million dollar boost to the team’s value in a matter of months. Kelce also saw a 400% spike in his own jersey sales back in September.
The local impact of Taylor Swift’s friendship bracelets on small businesses
Data from eBay this week revealed that sales of friendship bracelets across the platform are up 15,200%. Stats for other Taylor-related gear is also up, with shirts being up 190% and vinyl copies of her records jumping by 60%. Huge, but nothing compared to those bracelets.
While savvy big businesses like Bunnings are sharing bracelet-making tutorials on Instagram, smaller sellers are also getting a slice of the action.
Local bead and craft shops in Sydney and Melbourne are seeing a significant uptick in sales as the Australian Era’s Tour grows closer, and even young Swiftie entrepreneurs are getting involved, such as Craft Like A Boss, which is run by a 13-year-old in Geelong.
“We have seen some increase in sales and interest in DIY jewellery making and especially in these ‘Taylor Swift concert bracelets’,” Heidi Liu from Harmony Beads in Melbourne, told SmartCompany.
“We have been selling a lot of bracelet-making stretchy elastic string, that’s for sure!”
According to Liu, there’s been a range of Era’s Tour attendees, as well as young girls who just want to get in on the fun, coming in.
“[They’re] all different ages, as young as five to six years olds, mothers and even grandmothers come into our store enquiring for products and the know-how to create these unique bracelets,” Liu said.
“They chat with us and almost always state their clear intention and purpose for these bracelets they are making: to wear to, and to swap with other concert goers while attending the upcoming Taylor Swift concerts.”
“For many customers, this is their first time making any beaded jewellery and we have been more than happy to help guide them. And from what I have heard from parents, it has mostly been positive and great for friendship bonding experiences, creative engagement and keeping them off their screens and devices.”
Eureka! Beads in has also seen an uptick in sales both its bricks-and-mortar Cheltenham store, as well as online. It also has a TikTok account that includes friendship bracelet tutorials.
“It’s been fabulous to see an increased interest in beading, particularly in glass beads and letter beads for making friendship bracelets to swap at concerts,” a representative from the store said to SmartCompany.
“We’ve had a wide range of age groups get involved, and it’s been fantastic to see the creativity that has been sparked,” they said.
“We’ve also had people coming in to get beads for making costumes for the concerts, and even to get supplies to make bracelets for other upcoming concerts, such as Pink.”
