Are More Fans Buying Merchandise in 2022?
Is Merchandise Becoming More Popular Among Fans? As summer is at its peak, we’re excited to shed light on the evolving fan behavior towards concert merchandise. With the resurgence of live events across various genres, this year has seen a remarkable increase in the number of shows compared to 2021. Naturally, we are curious about the impact of this trend on merchandise sales and overall fan interest. Let’s delve into the data and find out.
The Following Information is Generated From AtVenu
For context, the data for this post comes from the following:
- 4,500 Artists
- 10,000,000 Merchandise Items Sold
- 75,000 Shows
Now to the insights!
We have mentioned in recent posts how $/head has continued to grow over the last few years but we haven’t recently mentioned the metric: percentage of fans who are purchasing merchandise and how that may be even more important in referencing the state of concert merchandise.
What Percent of Fans Buy Merchandise At Concerts?
In 2019, 11% of concert attendance bought merchandise. That grew to 19% in 2021 and is currently at 20% year to date. Another way to put that is in 2019 1 in 10 people purchased merchandise at a concert, that doubled to 2 in 10 over the last year and a half.
- 11% in 2019
- 19% in 2021
- 20% in 2022
Fan Interest In Merchandise by Genre
The percentage of fans buying merchandise varies drastically between the top ten genres ranging from 15% to 30%. Breaking it out into more detail, below shows the top genres by the percentage of fans buying merchandise.
% attendance purchasing merchandise numbers are an estimate, determined based on unique transactions and the unique identifier for each, so someone who purchased with the same payment can be identified as one individual, but if they purchase with multiple different forms of payment they are counted as multiple individuals for each of those purchases, and each cash transaction is assumed to be a unique individual. Since 90%+ of sales this year have been credit cards, that variance is low. The shows this data is based on is only shows that used atVenu Register where we can identify the volume of transactions taking place. $/Head is calculated by gross merchandise sales/attendance. If a show’s attendance wasn’t provided then that show’s data was excluded from the $/head calculation. This data is only through November 2021, compared to the 2021 Year In Review mentioned which will be going through most of October 2021.
- Read Full Article: https://www.atvenu.com/post/are-more-fans-buying-concert-merchandise-in-2022
- Credits: AtVenu
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