The Official 'Taylor Swift | The Eras Tour Book' -- Available Exclusively at Target -- Sells Nearly 1 Million Copies in First Week

Rhea-AI Summary

Target (NYSE: TGT) has announced remarkable first-week sales of nearly 1 million copies for the exclusive 'Taylor Swift | The Eras Tour Book'. The 256-page book, priced at $39.99, has become the highest-selling Week 1 New Release print book of 2024 and the fastest-selling new release book in four years. It's also set a record as the highest-selling book in the Music category in the past 20 years.

The book launched exclusively in Target stores on Black Friday, alongside 'The Tortured Poets Department: The Anthology' on CD ($17.99) and vinyl ($59.99). The hardcover book features over 500 images, including exclusive performance photos, rehearsal shots, and behind-the-scenes content, along with Taylor's personal reflections about the tour.

Positive

• Nearly 1 million copies sold in first week, indicating strong sales performance
• Exclusive retail partnership with high-profile artist Taylor Swift
• Record-breaking book sales in Music category over past 20 years
• Multiple exclusive product offerings driving store traffic

Negative

• None.

Insights

Market Research Analyst

The Taylor Swift exclusive merchandise deal continues to be a significant revenue driver for Target. Nearly $40 million in book sales alone in the first week ($39.99 x 1 million units) demonstrates the remarkable commercial power of the Taylor Swift brand. The exclusive CD ($17.99) and vinyl ($59.99) releases of "The Tortured Poets Department: The Anthology" further amplify Target's potential revenue stream.

This strategic partnership strengthens Target's position in entertainment retail, driving foot traffic during the important holiday shopping season. The exclusivity arrangement creates a competitive advantage over other retailers and digital platforms. Historical data shows Target's success with Swift partnerships - their previous exclusive vinyl version set pre-order records, indicating a proven track record of converting fan enthusiasm into sales.

Financial Analyst

The Swift merchandise phenomenon represents a significant boost to Target's Q4 earnings. Beyond direct product revenue, these exclusive releases drive substantial foot traffic, leading to increased basket sizes and cross-category purchases. The timing during Black Friday and Cyber Week maximizes the sales impact during retail's most important period.

Target's strategic focus on exclusive partnerships differentiates it in the competitive retail landscape. With 10+ exclusive Swift album versions, they've built a sustainable revenue stream from her fanbase. The high price points ($39.99 for the book, $59.99 for vinyl) suggest healthy profit margins, while the massive volume indicates strong contribution to overall sales growth and potential positive impact on quarterly results.

The book, which offers a behind-the-scenes look at Taylor Swift | The Eras Tour, is the highest-selling Week 1 New Release book of 2024 to date

MINNEAPOLIS, Dec. 6, 2024 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced that the official "Taylor Swift | The Eras Tour Book" — available exclusively at Target in the United States — has sold nearly 1 million copies in its first week¹, making the 256-page book the highest-selling Week 1 New Release print book of 2024 to date² and the fastest-selling new release book of the last four years³. It's also the highest-selling book in the Music category since Circana began tracking 20 years ago⁴.

The book, along with the "The Tortured Poets Department: The Anthology" — available for the first time on CD and vinyl — launched exclusively in Target stores nationwide on Black Friday, prior to becoming available on Target.com and in the Target app on Saturday, Nov. 30.

"We knew the release of 'Taylor Swift | The Eras Tour Book' and 'The Tortured Poets Department: The Anthology' would be a huge, huge moment for Target shoppers and Taylor Swift fans everywhere, but seeing the record-breaking response unfold over the last week has been an absolute thrill," said Rick Gomez, executive vice president and chief commercial officer, Target. "I'm incredibly proud of Target's partnership with Taylor and the way our teams worked together to make this year's Black Friday and Cyber Week unforgettable for so many people."

'Taylor Swift | The Eras Tour Book'
The "Taylor Swift | The Eras Tour Book" — available in stores and online for $39.99 — spotlights the Taylor Swift | The Eras Tour concert from start to finish. The hardcover book features over 500 images, including never-before-seen performance photos from every era as well as exclusive rehearsal photos and behind-the-scenes images of instruments, costumes, set pieces and designer sketches used throughout the tour. The book also includes personal reflections and notes written by Taylor herself about her experience on the Taylor Swift | The Eras Tour.

'The Tortured Poets Department: The Anthology'
"The Tortured Poets Department: The Anthology" — previously only available as a digital album — is now available on CD for $17.99 and vinyl for $59.99 for the first time, only at Target. The vinyl album includes four marbled, translucent discs and is accompanied by a never-before-seen, 12-by-12-inch poster of Taylor. Both vinyl and CD feature 35 tracks, including four bonus acoustic songs. 

"The Tortured Poets Department: The Anthology" on vinyl and CD follows the retailer's offering of an exclusive Phantom Clear vinyl version of "The Tortured Poets Department" earlier this spring, which set the record for Target's largest music pre-order in its history. Target is home to more than 10 exclusive versions of Taylor Swift albums.

Images are available for download on Target's corporate website.

1. Based on data from Target Corporation (Individual Units Sold)

2. Based on data from Circana, LLC, BookScan®, Total US Print Book Sales, Jan. 1, 2024 – Dec. 5, 2024

3. Based on data from Circana, LLC, BookScan®, Total US Print Book Sales, Nov. 27, 2020 – Dec. 5, 2024

4. Based on data from Circana, LLC, BookScan®, Music Category, Total US Print Book Sales, 2004 – 2024 

About Target

Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.

 

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SOURCE Target Corporation

FAQ

How many copies of Taylor Swift's Eras Tour Book did Target sell in the first week?

Target (TGT) sold nearly 1 million copies of the Taylor Swift Eras Tour Book in its first week of release.

What is the price of Taylor Swift's Eras Tour Book at Target (TGT)?

The Taylor Swift Eras Tour Book is available at Target for $39.99.

What records did Taylor Swift's Eras Tour Book break at Target (TGT)?

The book became the highest-selling Week 1 New Release print book of 2024, the fastest-selling new release book in four years, and the highest-selling Music category book in 20 years.

When did Target (TGT) release the Taylor Swift Eras Tour Book?

Target released the book in stores on Black Friday 2024, followed by online availability on November 30, 2024.