Sydney is crazy about Taylor Swift and fans aren't afraid to show their support with their wallets.
The Sydney Swifties will spend a whopping $66 million on Eras Tour merchandise during the star's visit to the Harbor City this week, according to a new study.
According to Nigel Bairstow, a marketing expert at the University of Technology Sydney, Swifties spend an average of $1,300 each on their Eras Tour experience.
A total of over 300,000 Swifties are expected at the Accor Stadium over four evenings.
Bairstow's estimate is based on ticket prices, accommodation, travel, food and drink, outfits and merchandise.
Sydney is crazy about Taylor Swift (pictured) and fans aren't afraid to show their support with their wallets
“Although exact figures are not available without specific sales data, Swift's huge global fan base and the popularity of her tours suggest significant revenue,” Bairstow told ABC.
Dr. UTS Business School's Amanda White, meanwhile, estimated the singer will take home $22.3 million in Sydney merchandise alone.
“Even though Taylor makes billions of dollars in sales from the concerts and merchandise, she doesn't receive the entire amount in her bank account. You need to make sure you deduct all costs. “Dr. White told ABC.
The Sydney Swifties will spend a whopping $66 million on Eras Tour merchandise during the star's visit to the Harbor City this week, according to a new study. (Pictured: Fans buy Swift merchandise at MCG on February 16)
Taylor's estimated profit takes into account manufacturing and labor costs, as well as credit card fees and venue costs.
Swift will perform four shows in Sydney from Friday, February 23rd to Monday, February 26th.
The merchandise will be available at Sydney Olympic Park from Wednesday 21 February.
This came after a concertgoer told the ABC that he had spent almost $20,000 to attend the Eras Tour.
According to Nigel Bairstow, a marketing expert at the University of Technology Sydney, Swifties spend an average of $1,300 each on their Eras Tour experience. (Pictured: Fans buy Swift merchandise at MCG on February 16)
Patrick Scully-Sanders from Perth shared his plans to attend all seven concerts on Taylor's Australian tour.
The Washington native revealed he purchased $1,250 worth of VIP tickets to six of the seven shows, as well as $2,500 worth of merchandise.
“It's the whole thing of wearing something with someone I can relate to… Merch helps all of us fans connect,” he shared.
Mr Scully-Sanders told the ABC he had to work three jobs to cover the costs of his concert experience.
Dr. UTS Business School's Amanda White, meanwhile, estimated the singer will take home $22.3 million in Sydney merchandise alone