As fall approaches, we’re excited to share a first look at fan spending at concerts, focusing on merchandise, food, and drink sales. By breaking down spending by genre and attendance, we’re revealing the top trends of 2024 so far. Let’s dive in!

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What Are Fans Spending At Concerts

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On average, fans spend the most on merchandise.

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What Percentage Of Fans Buy Merch, Food Or Drinks At Concerts?

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At concerts, about 19% of fans buy merchandise, while approximately 90% purchase at least one food or drink item.

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Breaking It Down By Category

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Merchandise

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Has fan spending increased or decreased?

The average fan spends $57 (pre-tax) on merchandise, consistent with 2023. When broken down by attendance grouping, average spending ranges from $45 to $88, increasing as the average attendance grows.

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Has the percentage of fans buying merchandise changed this year?

This year's average (19%) is slightly lower than that of 2023 (21%), particularly for concerts with 3,000 to 10,000 attendees. Sales at concerts with other attendance numbers have either remained the same or increased compared to 2023.

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How does attendance interest in merchandise compare by genre?

It's no surprise that K-pop merchandise remains the most popular, with 27% of fans purchasing merchandise. Heavy metal and indie rock have notably increased from their 2023 averages, jumping into the top 5 this year at 21%. Folk has also jumped from ranking 15th in 2023 to 9th in 2024.

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How many items are fans buying?

The average number of items purchased is 1.7, similar to 2023's average of 1.4. Sixty percent of fans buy a single item, while 15% buy four or more, increasing the average. Certain genres, such as K-pop, pop, folk, metal, and hip-hop/rap, show increased interest in accessory items, raising their average to over two per person.

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The top-selling merch items (by volume sold)

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Food & Beverage

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What percentage of fans purchase food, drinks, or both food and drinks?

About 9 out of 10 concert attendees purchase at least one drink. In contrast, approximately 1 in 4 buy food, and almost all those who purchase food also buy a drink.

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What do fans spend on food & drinks?

The average fan spends $34 on food and drinks. Interestingly, fans who only purchase drinks spend more than those who only buy food.

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What are the top selling drinks?

Drink preferences vary by genre at concerts. Cocktails sell more at hip-hop/rap and metal concerts, while seltzers are popular at folk and pop concerts. Overall, beer is the top-selling item, with water being a close second.

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What are the top-selling food items?

The food can vary depending on the venue, but the following items are consistently top sellers at most locations.

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We'll update our look at the end of the year and provide more detailed information on top-selling items, drinks, and food by genre, venue capacity, and recommended price points. Stay tuned!

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