Consumer Behavior

Taylor Swift’s The Eras Tour pumps up Michael’s sales

sheilaf2002 - stock.adobe.com

August 9, 2023

The cash registers are ringing at fabric and craft retailer Michael's as Taylor Swift fans and ticket holders to her The Eras Tour are filling locations to buy materials to make what's becoming iconic Taylor Swift friendship.

"Overall, sales in our jewelry category, including jewelry-making kits, are up more than 40% chainwide since mid-April, when the friendship bracelet-making trend really began to take off," Chief Merchandising Officer John Gehre wrote in an email to USA Today.

The bracelets typically feature beads spelling out Swift song titles or lyrics.

Michael's has seen a sales increase of more than 500% in Pennsylvania stores, which is where two concert stops took place and is also Swift's hometown, according to Gehre.

The bracelet materials sales trend began in April and Michael's has been following the sales movement ever since, according to the news report.

"As soon as we noticed the trend, our teams acted quickly to ensure inventory was available and well-merchandised in the stores to make it as easy as possible for customers to get in on the trend," Gehre told USA Today.