Taylor Swift, Morgan Wallen, Drake Merch In High Demand
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Taylor Swift merchandise tops a ranking of musicians leading the demand for merch in the U.S.
A report carried out by promotional products company Pens.com found that merchandise for the “Anti-Hero” singer has an average of 350,367 monthly searches. The newly minted billionaire is also leading globally with 596,195 searches worldwide.
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The study, which used 1,218 keywords within Google Keyword Planner and by calculating average monthly figures in the U.S. since January 2023, unveiled which merchandise fans want to purchase the most.
Though Swift is linked with several products ranging from friendship bracelets and cardigans to red scarves and lipstick, T-shirts are the most sought-after item, which accumulates 18,950 monthly searches, according to the study.
Country music artist Morgan Wallen has the second-highest merchandise searches, claiming a monthly search volume of 72,173 in the U.S. and a global volume of 90,262. The recently awarded ‘Male Artist of the Year’ by the Academy of Country Music has a fanbase that demonstrates demand for everything from air fresheners to beer coolers.
Indeed, concert merch is back and more accessible and varied than ever. Whereas artists like Kanye West and Travis Scott elevated the “merch shirt” into a covetable symbol of clout in the late 2010s, fans are finding music merchandise online on artists’ official sites and at savvy retailers cashing in on the “tourdrobe” demand.
Fan attended tours in droves in 2023, often wearing dupes of the artist’s stage looks. Trendalytics reported that Swift’s “The Eras Tour” was “arguably playing a hand in boosting economies across the world with remarkable spending from the tickets to accommodations and outfits.” The retail analytics firm said searches for ruffle dresses—a key item from Swift’s “Lover” portion of the show—were up 23 percent in 2023 compared to the prior year.
Sequin and pearl mesh tops also saw double-digit growth and were paired with metallic pants, which was up 118 percent compared to 2022. Metallic accessories, rhinestone cowboy hats and cowboy boots also became concert must-haves, fueled by Swift and Beyoncé’s “The Renaissance Tour,” the highest-grossing tour by a female artist in history.
Beyoncé’s “Beehive” might be more focused on duplicating her stage looks versus copping official merchandise. Searches for the “Cuff It” singer’s merchandise rank at No. 9 with a monthly average of 43,612 searches in the U.S.
At No. 3, Drake merchandise sees 68,800 monthly searches in the U.S. The Canadian rapper and singer covers all bases for his merch-seeking fans with items like signature candles to pool floats.
Coachella 2024 headliner Lana Del Rey ranks No. 4 with 63,161 monthly searches in the U.S. The “Blue Jeans” singer has a diverse range of merchandise such as brass lighters and racing jackets, while her most sought-after product, vinyl, has 11,725 average monthly searches, according to the study.
“Kill Bill” singer SZA, who resumes touring in May, lands at No. 5 with a monthly U.S. search volume of 62,627 for her merchandise like tote bags and T-shirts.
Coachella headliner Tyler, the Creator, country musician Zach Bryan, Kendall Jenner beau’s Bad Bunny and Gucci muse Harry Styles round out the top 10.
