The touring season is in full swing, and we are sharing insights into the 2024 artist merchandise trends. We are exploring fan attendance and comparing it to last year, analyzing what that means for your genre and merchandise sales, and identifying new items that you should consider adding to your product line. Let's get started!

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Overall Average $/Head In 2024

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Is Fan Attendance To Concerts Changing in 2024?

Overall, no. When you break it down by capacity grouping, there are some variances. Attendance for 1.5K - 10K capacity venues range from -3% to -7% below 2023 averages with small-cap and 10K+ venues up about 6%.

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Are we seeing a similar shift in $/head by capacity grouping? 

No. The capacity groups that show an average lower attendance volume to 2023 actually have the same or higher $/head so although there could be a slight dip in average attendance for those types of shows, the fans that are going are buying merchandise.

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How have attendance and average $/head changed by genre?

Some genres have seen a slight decline in average attendance but all, with the exception of hip-hop/rap, have a higher average $/head.

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Top Selling Items by Genre (By # Sold)

T-shirts, unsurprisingly continue to be the most popular item and making up over 50% of what bands sell. Hats have made their way to be within the top 5 items sold of all genres and pullover hoodies are the most popular type of sweatshirt/zip-up/hoodie across all genres.

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Stay tuned as we will give another update later this year on if these trends continue through 2024 or if we see changes throughout the summer. 

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Cheers!

The atVenu Team

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