Taylor Swift fans braved the early morning chill on Black Friday, lining up outside Target stores nationwide to snag exclusive merchandise from the pop superstar. Swift’s highly anticipated Taylor Swift | The Eras Tour Book and a deluxe vinyl release of The Tortured Poets Department: The Anthology drew crowds of dedicated Swifties, with some stores reportedly selling out of key items within hours.
The 256-page hardcover book, priced at $39.99, offers fans an intimate retrospective of Swift’s record-breaking Eras Tour, featuring personal reflections, never-before-seen behind-the-scenes photos, and exclusive insights into the tour’s iconic costumes and set designs. Swift described the book as a heartfelt tribute to the fans who made her tour a historic success. Alongside the book, Target exclusively launched The Tortured Poets Department: The Anthology on vinyl ($59.99) and CD ($17.99), including 35 tracks and four acoustic bonus songs, a must-have for collectors.
Fans began queuing as early as 5 a.m., many bundled up against freezing temperatures. “It’s really cold, but we’re here for Taylor,” said Carlos Miracle, 31, while waiting outside a Target in Chicago. “We didn’t want to miss the chance to get her tour book and vinyl.”
Inside the stores, Target employees reported high demand. In Los Angeles, a store associate noted that dozens of copies of the book had flown off the shelves within minutes of opening. Landon McCall, a 31-year-old accountant, shared, “I came for the vinyl but ended up grabbing the book too—it’s something special for my daughter and her mom to enjoy together.”
Online, fans shared their experiences on X (formerly Twitter), posting photos of long lines and empty shelves. Some stores had sold out of the Eras Tour book and vinyl editions by mid-morning, prompting Target to announce that the merchandise would be available online starting Saturday, November 30.
The collaboration with Swift comes as Target aims to boost sales during a holiday season marked by cautious consumer spending. Swift’s star power has proven to be an economic force, with her Eras Tour contributing to what some have dubbed “Swiftflation,” invigorating local economies and retail alike. Earlier this year, Swift’s releases at Target drove significant sales in the entertainment category, and her latest drop appears poised to repeat that success.
For fans, the appeal of the exclusive merchandise goes beyond retail. “The Eras Tour was such a special moment,” said Julia Corrin, 39, from Pittsburgh. “Having the book is a way to keep those memories alive.” For others, it was about seizing the opportunity before it was gone. “I usually don’t buy much during the holidays,” said Amy Webb, 28, in New Jersey. “But I had to grab this before it sold out.”
As Swift wraps up her Eras Tour with its final shows in Vancouver, the frenzy over her Target-exclusive merchandise underscores her unparalleled ability to connect with fans—and drive retail excitement in the process.
