‘We blacked out when we got in line’: Swifties spend big on merch

A $65 T-shirt or $120 hoodie sounds pretty expensive, but slap Taylor Swift’s face on them and the price appears to become immaterial.

Melbourne Swifties descended on Crown on Tuesday morning for the first release of official Eras Tour merchandise in Australia. The special pop-up, which was booked out just 15 minutes after being announced last week, offered 3000 fans a selection of items from $40 water bottles and $50 tote bags to $120 pullovers and $50 bracelets.

Pierre Milkins and Millie Porter together spent $2100 on Swift merch at Crown’s special pop-up.Credit: Penny Stephens

The inflated prices didn’t deter dedicated Swifties, many of whom walked away with multiple bags stuffed with merch. This included Millie Porter and Pierre Milkins, who even set up an American Express credit card ahead of the pop-up to help with expenses.

“We basically blacked out once we got in line. I had a budget in mind, but I think I doubled it. I was planning on getting three items and ended up getting nine,” says Milkins.

Milkins spent about $1400 at the pop-up, while Porter spent about $700. It may sound like a lot, but both say it was worthwhile given how rarely Swift comes to town.

“We had a giant list of what everyone wanted, but then we got here and were like, ‘Add a hoodie, add a black T-shirt, add a tour poster, can I have a look at the bracelet?’” Porter says. “I was just tapping [my card], thinking, ‘Everything’s fine’.”

This wasn’t the first time they spent big on Swift. Milkins says they have probably spent about $30,000 on the singer since they became fans as kids. That includes concert tickets (they are going to all three of the Melbourne shows), vinyls and CDs, merch, travel costs, outfits and Swift-themed tattoos.

Though merch flew off the shelves, some Swifties were still aware of the ongoing cost-of-living crisis. To combat this, Maddie Onley, 17, set up a special Swift savings account after going to the pop star’s concert a few years ago, ensuring she would have the funds for any upcoming Taylor events.

“Every now and then I just put a little bit in there,” she says, while showing off her $250 haul, including a navy crew neck and Eras Tour pullover.

Maddie Onley (left) and Olivia Licciardi arrived at the pop-up in matching 1989 cardigans. Credit: Penny Stephens

Her friend, 18-year-old Olivia Licciardi, says she isn’t usually a big spender, but Swift was the only celebrity she would make an exception for. “We anticipated what the prices would be like, but the Eras Tour only happens once.”

For many Swifties, merch sales are also a chance to expand existing collections. Both Onley and Licciardi began collecting Swift’s cardigans when the singer released reproductions of the one she wore in the Cardigan music video in 2020. They missed out on the cardigans released for Swift’s original albums; however, they managed to secure those released in honour of Speak Now (Taylor’s Version) and 1989 (Taylor’s Version), the latter of which they wore to the pop-up.

Meanwhile, 23-year-old Atara Thenabadu has bought a tour T-shirt and program at every Swift concert she has attended since the age of 12. Her sister, Arianna says part of the T-shirt’s appeal, regardless of the price, was the pride she associates with it.

Atara Thenabadu (right) and sister Arianna try on their merch at the Crown pop-up. Credit: Penny Stephens

“You kind of get bragging rights when you wear it walking around after the concert. Especially with this tour because it was so hard to get tickets,” Arianna says.

However, the pop-up could be the closest some Swifties get to The Eras Tour. Ten-year-olds Ruby Gill and Kiara Galea have so far failed to secure tickets, but planned to try again on Tuesday afternoon when additional tickets went on sale.

Ruby Gill (left) and Kiara Galea, both 10, are still hoping to secure tickets to The Eras Tour.Credit: Penny Stephens

“We really want tickets. I would die if I got them. If it was all the way in Japan, I’d go,” Galea says. “She inspires people so much with her music.”

To make up for their bad luck so far, the girls’ parents booked a spot at the pop-up so that they could each pick up a black Eras Tour jumper and beige T-shirt. Gill, whose birthday is in eight days, was hoping for a birthday miracle in the form of tickets.

“If I get to go, I’d wear something for Lover because that’s my favourite album,” says Gill, who was already dressed in a Lover-style multicoloured shirt.

About 20,000 fans reportedly tried to book a spot at Crown’s merch pop-up, meaning roughly 17,000 will have to find their merch elsewhere.

Two pre-sales will take place at the MCG on Wednesday and Thursday from 10am to 6pm. Merch will also be available at the Melbourne venue from midday on show days.

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