Taylor Swift shows spark beading bonanza, big sales for crafting retailers

When Taylor Swift arrives in Vancouver this December, Mikaela St Louis will be among the pop star's most enthusiastic fans.

The long-term care nurse from Campbell River, B.C., has prepared for the concert by crafting 275 friendship bracelets inspired by Swift over the past few months.

“With limited stores here, I gathered whatever I could find locally, then drove an hour and a half to another town where I spent about $500 at Michael's on beads,” St Louis explained, estimating that her total expenses for bracelet-making supplies have exceeded $1,000.

Beaded friendship bracelets have become a signature for Swift fans, who create and trade them at her concerts, inspired by a line from her song “You’re on Your Own, Kid,” which encourages, “So make the friendship bracelets, take the moment and taste it.”

Fans like St Louis have significantly impacted retailers, with jewelry-making materials flying off the shelves, especially in cities where Swift is scheduled to perform. Craft supply chain Michaels reported a 300 percent increase in sales within its beads and jewelry categories, supplying over five million beads for a “Taylgate” party before Swift's Toronto shows.

Swift will kick off her Canadian performances at the Rogers Centre later this month, with Toronto recently unveiling new ceremonial street signs for “Taylor Swift Way,” an honorary route connecting Nathan Phillips Square to the Rogers Centre for the month of November.

Retailers using Ottawa-based Shopify Inc.’s platform also reported a 57 percent rise in sales of jewelry wire and a 48 percent increase in beading patterns from September 2023 to 2024.

Walmart Canada noted a staggering 250 percent increase in year-over-year sales of bracelet-making kits, with the most enthusiastic buyers coming from B.C., Ontario, and Alberta.

“We’ve expanded our product range since last year to ensure there’s no bad blood when customers prepare for their concert experience,” said spokesperson Stephanie Fusco in an email.

However, shortages of specific items remain an issue.

For months, St Louis has struggled to find letter beads or charms that evoke Swift, noting that stores selling bracelet-making materials are now “picked over at this point.”

“I feel like as many letter beads as my local Walmart could bring in, they would likely sell,” she remarked.

Leigh McCall, an independent retail consultant based in Toronto, believes that catering to Swift fans is a smart move for businesses, as her fans have demonstrated a willingness to travel great distances and spend significant amounts of money to see her perform.

According to online research company QuestionPro, fans had spent an average of US$1,300 per show as of last June, prior to Swift's announcement of her November Toronto and December Vancouver dates. Just weeks before her first Toronto concert, resale tickets on StubHub were listed for nearly $10,000.

“Her demographic of fans and families have shown that they have the financial resources to invest in tickets and merchandise,” McCall noted in an email. “Depending on the price points, bracelet materials present an easy and plentiful sale for retailers.”

The timing is also favorable for stores. Any unsold jewelry kits could serve as perfect gifts for the upcoming holiday season, which means they can remain on shelves without markdowns for several months, McCall added.

Additionally, it seems that sales of friendship bracelets may continue to thrive beyond December, as their popularity is growing among fans of various artists.

Many fans have started trading friendship bracelets at concerts and sporting events with their favorite actors, singers, and athletes. Social media platforms are buzzing with discussions from individuals attending other artists’ shows, wondering if anyone will be interested in trading bracelets.

For example, St Louis noticed fans wearing friendship bracelets at a recent Vancouver Canucks game and received one at a Noah Kahan concert. She also plans to distribute some at an upcoming Sabrina Carpenter show.

The demand for bracelets has been evident at Butterfly Beads and Jewellery shop in Scarborough, Ont.

Marketing manager Mishal Butt observed a shift, noting that while younger customers once primarily purchased materials for rave-style bracelets, they now come in for a variety of reasons. Her mother and store owner, Shakila Butt, added, “They’re younger girls buying lots of beads in various colors, especially the purple-pink combination.”

Furthermore, many shoppers are going beyond beads alone.

Indigo Books & Music Inc. has reported a significant rise in interest in badges and stickers, which they partially attribute to Swift. Vice-president of merchandising Matt Elmer stated that sales of these items have more than doubled in the past year.

St Louis believes that the broader appeal of various items can be linked to the communities that fans have formed on social media.

One Facebook group St Louis is part of has grown to 16,600 members who share their latest creations and acquisitions, as well as sending each other bracelets, stickers, confetti, and other decorative trinkets.

St Louis sees this trend as a joyful celebration of girlhood that will continue to connect people long after the sparkle of Swift’s Eras tour fades.

“It’s about kindness and sharing things, enjoying something, and not feeling silly about it,” she said.