"Swifties" will be pumping tens of millions of dollars into the economy as they shimmy in sequins or scoot in cowboy boots when pop superstar Taylor Swift hits Australian stages.
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Fans attending the Eras Tour in either Sydney or Melbourne are joining previous attendees overseas in the concert tradition of dressing up themed as one of the Grammy Award winner's 10 albums (her 11th comes out in April).
Key outfit elements can range from cowboy hats and boots to tinsel fringe jackets and sequined dresses in various colours, depending on the era and album.
Showpo CEO Jane Lu is in her Lover-era and she's planning to show it in a sequined skirt and top combo when she sees Swift at one of her seven Australian shows.
The Shark Tank judge and her Sydney-based team started talking about content, product and eCommerce strategy when tickets to the Australian dates of the tour first went on sale in June last year.
"We knew it would be a great opportunity for us ... but to be honest, we never estimated the Swiftie effect would be this big," she told AAP.
"January is a quieter time for retail but we aren't experiencing this - we have seen our sequin and party collections sell like hot cakes for this time of year."
The online shopping retailer's festive season and New Year's Eve category sold 250 per cent more than originally forecast for January sales.
The average Swiftie is spending roughly $900 on tickets, accommodation, travel, outfits, and other necessities, associate finance professor Angel Zhong estimates.
Retailers are set to pocket $105 million as a result of Swift's Eras Tour which is set to inject up to $405 million into the Australian economy in total, according to Ms Zhong's calculations.
One staple that remains for all Eras Tour outfits is the traditional friendship bracelets inspired by the artist's song You're On Your Own Kid from the 2022 Midnights album.
Since the tour's announcement, craft retailer Spotlight started preparing and has seen searches for the friendship bracelet kits increase over 33 per cent online.
"We've added cowboy hats, love heart glasses and the must-have friendship bracelet bead kits to our ranges which have been hugely popular amongst Taylor Swift fans," Spotlight chief executive Quentin Gracanin said.
Google search trends for "Eras Tour outfit ideas' reached peak popularity last June when Swift first announced Australian concert dates on her social media.
While Australian Retailers Association CEO Paul Zahra may not have succeeded in getting tickets and wouldn't call himself a huge Swiftie, he can't help but feel enchanted by the diversity of people who support and admire the artist.
"People immediately think of young girls being the ones interested in Swift's music and her personal style but it's not necessarily gender-based or generational appeal," Mr Zahra told AAP.
"We're seeing all walks of life getting into the Swiftie mania."
The record-breaking tour is set to gross more than $US1 billion ($A1.53 billion), industry figures show.
Swift's Australian tour starts on Friday in Melbourne at the MCG and finishes in Sydney at Accor Stadium on February 26.
Australian Associated Press
