Target Secures Exclusive Rights to Taylor Swift's Eras Tour Book, Orders 2 Million Copies

Target Secures Exclusive Rights to Taylor Swift's Eras Tour Book, Orders 2 Million Copies

By Marcus Delano Thompson

December 2, 2024 at 10:08 AM

Target has secured exclusive rights to sell Taylor Swift's self-published Eras Tour book, stocking 2 million copies for the holiday season at $39.99 each. The book launched in Target stores on November 29, with online availability following the next day.

The 256-page commemorative book features over 500 glossy photos documenting the Eras Tour, including costume sketches, rehearsal shots, and personal insights from Swift herself. Published through Taylor Swift Publications, this move reflects Swift's continued strategy of maintaining creative control over her work.

Taylor Swift Eras Tour book cover

Taylor Swift Eras Tour book cover

The 2-million-copy inventory is notably ambitious, considering 2023's best-selling book, "It Ends With Us" by Colleen Hoover, sold 1.3 million physical copies. However, industry experts compare it more closely to Michelle Obama's memoir, which sold 3.1 million copies in just two months of 2018.

This exclusive partnership comes at a strategic time for Target, which has faced increasing competition from Amazon and Walmart. For Swift, it continues her pattern of direct control over her products, similar to her approach with the Eras Tour film distribution through AMC Theaters.

Market experts predict strong sales, with literary agent Richard Pine noting, "For a lot of people it's a keepsake of the best time they've had in a long time. Target is going to sell an enormous number of copies, and she and they will be happy."

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