Taylor Swift's London gigs “will generate more than £100 million for the capital”

Deann Evans, managing director, EMEA, at commerce platform, Shopify, said: “Taylor Swift’s Eras Tour returning to Wembley will be a key retail moment in August. Other than boosts for merchandise and food & drink spending, Shopify merchant, Little Lies, saw a 17,000% increase in sales versus the same day in 2023, due to Taylor Swift wearing a dress from their brand, showing her impact on commerce is very real.”