Soaring card spend in Dublin highlights impact of Taylor Swift concerts
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There was a significant jump in consumer spending recorded in Dublin last week confirming the economic impact of Taylor Swift.
The much-anticipated series of concerts formed part of her worldwide Eras tour that has resulted in spending spikes in various cities where she performs, with the impact being referred to as Swiftonomics.
Data released by Bank of Ireland on card spending by its customers shows spending by those aged between 13 and 17 rocketing upwards 63%, whilst spending amongst 18 to 25-year-olds jumped 25% and a 30% increase in spending by those between 26 and 35.
Total social spending across Dublin pubs, restaurants and fast food premises rose 13% compared to the previous weekend. Local analysis of spending in Dublin 1 revealed a 38% hike over the four days as fans flocked to the official merchandise store.
Swift's three concerts at the Aviva stadium, combined with GAA quarter-finals in Croke Park and the Pride parade, made it one of the busiest weekends this year in the capital.
Card spending even increased in the run-up to the events. Bank of Ireland said beauty spa spending was up 34% while spending on Spotify music streams increased by 20%, and record stores recorded a 19% spending boost.
Toll fee spending across Ireland’s motorways spiked by 20% while spending on taxis in Dublin rose by 8%. Bus lines recorded a 5% increase.
The increase in activity last weekend was backed up by separate data from telecoms firm eir who said they carried more than 50 terabytes (TB) of data across its event mobile sites last weekend as a series of high-profile events took place across Ireland — including the Swift concerts, the Longitude Festival, singer Shania Twain at Malahide Castle and the Pride Parade.
eir said the data consumption was the equivalent of streaming 50,000 hours of video.
On Sunday night, during Taylor Swift's concert, twice as much data was carried over the eir mobile network compared to the Six Nations decider at the Aviva on March 16, both of which were sold-out events., highlighting the significant difference in mobile data usage between Taylor Swift and rugby fans.
The previously reported that overall card spending on concerts by Irish consumers jumped by €65m last July, the month that tickets went on sale for Taylor Swift and Coldplay concerts.