Target sets sales records with exclusive Taylor Swift holiday offers
Target Corp. is reaping the benefits of aligning itself with one of the biggest pop culture figures in the world.
Starting on Black Friday (Nov. 29, 2024) Target began offering two exclusive Taylor Swift releases (available only while supplies last). The items include the official "Taylor Swift/The Eras Tour," which provides behind-the-scenes look at the making and performance of the superstar’s Eras tour, and "The Tortured Poets Department: The Anthology" album on vinyl and CD.
The items first became available exclusively at Target in stores only on Black Friday, and then were offered for sale on the Target app and on Target.com starting Saturday, Nov. 30.
According to Target, "Taylor Swift/The Eras Tour" sold nearly 1 million copies the first week of its release, making the 256-page book the highest-selling week 1 new release print book of 2024 to date and the fastest-selling new release book of the last four years.
"Taylor Swift/The Eras Tour" is also the highest-selling book in the music category since market research company Circana began tracking the category 20 years ago.
"The Tortured Poets Department: The Anthology" on vinyl and CD follows the retailer's offering of an exclusive phantom clear vinyl version of "The Tortured Poets Department" in spring 2024, which set the record for Target's largest music pre-order in its history. Target offers more than 10 exclusive versions of Taylor Swift albums.
"We knew the release of 'Taylor Swift | The Eras Tour Book' and 'The Tortured Poets Department: The Anthology' would be a huge, huge moment for Target shoppers and Taylor Swift fans everywhere, but seeing the record-breaking response unfold over the last week has been an absolute thrill," said Rick Gomez, executive VP and chief commercial officer, Target. "I'm incredibly proud of Target's partnership with Taylor and the way our teams worked together to make this year's Black Friday and Cyber Week unforgettable for so many people."
[READ MORE: Target begins offering Black Friday deals]
Taylor Swift is good for business
Taylor Swift has become a significant influencer on shopping behavior. A survey of 1,000 U.S. consumers who attended any of Taylor Swift’s Eras Tour concerts or concert movie in 2023 from Inmar Intelligence indicates 64% of respondents said the experience(s) prompted them to make purchases related to the concert such as apparel, footwear, accessories, cosmetics, and/or arts/crafts (like glitter, materials for signage, handmade accessories).
In response to Taylor Swift’s wide-scale popularity, the Mall of America in Bloomington, Minn. has offered interactive events specifically aimed at "Swifties."
And in May 2023, Jeffries analysts looked at the 2.4 million "Eras" concert tickets that had been sold at that time and predicted Boot Barn stores could see a significant bump in sales of items such as cowboy hats, sequins and Western boots (Swift began her career as a teen country star) fans wanted to wear to her shows.
Minneapolis-based Target Corp. operates nearly 2,000 stores and an e-commerce site.
