Young Taylor Swift fans and their parents lined up outside Target stores across the US, eager to get their hands on a new Eras Tour book and vinyl album on Black Friday. The big-box chain teaming up with Swift to capitalize on the fan momentum generated by her Eras Tour concerts.
Fans, ranging from teenagers to 20-somethings, stood in line early in the morning, some waiting as long as 5 a.m. in freezing temperatures. They were willing to brave the cold to snap up Swift’s merchandise, including the $39.99 book and $59.99 vinyl album.
Some parents, like Landon McCall, were happy to splurge on the merchandise for themselves and their daughters, who are fans of Swift. Others, like Julia Corrin, saw it as a way to remember the special moments they shared with their children during the Eras Tour.
Target’s partnership with Swift has been a hit, boosting its entertainment category sales by a high-single-digit percentage. The company is also planning to make the Eras Tour items available online on its app and website from Saturday.
Not all stores had the merchandise in stock, with some running out of Tortured Poets vinyl by 9:30 a.m. Fans took to social media to share images of the long lines and empty shelves, with some noting that they had to settle for purchasing the items online.
With the holiday season being shorter than in previous years, Target is looking to boost sales by partnering with popular artists like Swift. Its strategy appears to be working, with Swift’s fans eager to get their hands on the new merchandise.
