Industry Stats
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INDUSTRY INFO
My mom always told me...no matter how bad an economy is, there are a few things that are recession proof. Waste management, groceries, and beauty products. (This isn't official - just my mom's sage words.) But she never thought - and I never would have guessed - concerts. But I guess it makes sense that people need entertainment - it's a great stress reliever.
The average artist (concert, festival, etc.) merch sale has gone from $8.79/per cap in 2023 to $10.33 in 2026. And for the last 3 years 21% of fans purchase merch at a live event - up from 20% in 2022.
When you really think about it, it’s not just about entertainment—it’s about connection. Fans aren’t just showing up for the music; they’re showing up for the experience, the memory, and something they can take home with them. That’s where merchandise becomes more than a product—it becomes part of the story. A shirt, a hoodie, a poster… it’s a tangible reminder of a moment they didn’t want to end. And as those per caps continue to rise, it’s clear that fans aren’t just attending—they’re investing in the experience.
Which means the opportunity isn’t just growing—it’s compounding. More fans, higher spend, and a consistent desire to engage creates a powerful moment for every event. But capturing that moment takes more than just inventory—it takes execution. The teams that understand flow, timing, and customer experience are the ones turning those opportunities into real results. Because in this business, it’s not just about being there… it’s about being ready.