Harry Styles Wembley Concerts to Generate £1.1 Billion in Fan Spending
Fan spending for Harry Styles's 12-night run at Wembley Stadium is set to reach £1.1 billion despite ongoing cost-of-living pressures, figures suggest. Ticket-holders are expected to spend a total of £981 on average attending the Together, Together tour – which is limited to London in the UK – including travelling to the venue, staying overnight, buying merchandise and other costs, according to a survey for Barclays bank.
The figure exceeds the average £848 spent by fans who flocked to Taylor Swift's Eras Tour, and the average £766 on attending the Oasis Live '25 shows, although these were both held across four UK locations, leading to lower travel costs.
Styles' fans anticipate they will spend an average £102 on official tour merchandise, while nine in 10 will participate in a "fan trend" on the day with 63% planning to wear a Harry Styles-themed look. A fifth (20%) will make sure their outfits are co-ordinated with their friends and 22% hope to create or exchange fan-made items with other fans. Barclays said the event was set to be a "major cultural moment" as a million ticket-holders travel to London for the 12 dates beginning on June 12.
With just one other European tour location, in Amsterdam, Styles' Wembley residency will be the most performances by any artist in a single year at the venue, which has a capacity of around 90,000 people for music events. The survey found those going to the show spent an average of £143.20 on their ticket, with 19% saying this was more than they planned but 66% saying they would have been willing to pay more if needed.
Other expected costs include an average £141.20 on accommodation, £103.10 on transport and £103.10 on food and drinks before the show. Some 28% of fans say they are planning other activities such as sightseeing and exhibitions while in London. More than a quarter (27%) of ticket-holders view the concert as a once-in-a-lifetime experience, and 17% said FOMO (fear of missing out) played a part in their purchase. Almost 74% of those polled said getting tickets to sold-out or in-demand events now felt like a status symbol.
Tom Corbett, managing director of sponsorship and client experience at Barclays, said: "This tour shows just how powerful live entertainment can be, benefiting consumers and businesses alike. 'Concert tourism' is on the rise because of the extent to which people value unique, shared experiences – so much so that they're willing to invest in them even when cutting back elsewhere, and to travel to see their favourite artists perform."
Opinium surveyed 2,000 respondents, and an additional 200 ticket-holders, between April 28 and May 1.
