Swiftonomics

Client: Barclays

Barclays and MHP Group turned the biggest cultural moment of the year into the biggest consumer spending story of 2024, using Barclays’ unique payments insights to calculate the impact of Taylor Swift’s ‘The Eras Tour’.

Combining proprietary spending data with consumer and retail research, Barclays painted a picture of how Swifties across the UK were celebrating the 15 UK tour dates, splashing out a total of £997m on tickets, fashion, travel, accommodation, dining and merch. Barclays became journalists’ go-to for financial insights on the historic event, driving over 2,100 pieces of coverage, thousands of mentions on TikTok, a measurable uplift in brand sentiment, and inbound enquiries from six large corporate clients interested in licensing Barclays’ paid-for data products. Barclays and MHP Group dominated share of voice in the category and demonstrated the unique role that Barclays plays in the experience economy.