Swift's 'Eras' Book a Big Hit for Target
Taylor Swift’s "Eras Tour Book" sold 814,000 copies over the Thanksgiving holiday weekend, according to multiple media outlets, citing numbers from market research firm Circana.
The book — which includes more that 500 images from her Eras Tour, including never-before-seen performance photos as well as exclusive rehearsal photos and reflections written by Swift — was released exclusively in Target stores only on Black Friday, Nov. 29.
Additionally, Target exclusively launched Swift’s "The Tortured Poets Department: The Anthology" album on vinyl and CD, following its April release only on music streaming platforms. The extended album has 35 tracks, including four acoustic bonus songs. Both items became available on the Target app and on Target.com on Saturday, Nov. 30.
In anticipation of high demand, Target implemented a purchase limit of four per item, per guest, on Black Friday only. According to the AP, selling the book ($39.99) at Target alone was enough to give Swift the top-selling book last week and the biggest publishing launch of 2024.
In stores, themed, pastel-colored Eras Tour-displays that reflected the same colors of the book’s cover, were prominently positioned in-aisle and near the women's/junior’s apparel department at stores P2PI visited. The displays comprised two corrugated floorstands sandwiching what is meant to look like the Eras Tour stage and the large, billowing sails her backup dancers wear to reveal her entrance onto the stage during the first era of the show: Swift’s "Lover" album era.
Swift has previously partnered with Target to promote album releases by offering exclusive bonus items, such as exclusive versions of CDs that include a bonus track or album bundles. In 2017 for the launch of Swift’s "Reputation" album, Target exclusively sold two special magazine album bundles that each included different poetry, paintings, handwritten lyrics and more.