taylor Swift’s “The Eras Tour book” is proving to be as popular as her record-breaking concert tour. According to the Associated Press, the $39.99 Target exclusive book, which chronicles Swift’s career-spanning tour, sold a staggering 814,000 copies over the Thanksgiving holiday weekend.
This makes it the biggest publishing launch of 2024, according to Circana BookScan, which tracks approximately 85% of the print market. The impressive sales figures were likely boosted by Swift’s partnership with Target, which featured the book as part of its Black Friday specials.
“The AP” reported that Swift’s book sales place her in elite company. The only bigger non-fiction launch ever was the first volume of Barack Obama’s presidential memoirs, “A Promised Land,” which sold 816,000 copies in its first week in 2020. Notably, Obama’s book was available at all traditional retailers, while Swift’s book was exclusively sold at Target. Circana’s figures for Swift’s 256-page book only covered two days of sales before their reporting week ended, suggesting that the final first-week tally could be even higher.
The Wall Street Journal reported that both target and Swift’s team had high expectations for the book, with a source familiar with the rollout stating that the initial print run was two million copies. For context, the biggest selling book of 2023, colleen Hoover’s novel “It Ends With Us,” sold almost 1.3 million print copies through various traditional retailers.
This publishing success comes on the heels of another major achievement for Swift. This week, the Recording Industry Association of America announced that her eleventh album, “The Tortured Poets Department,” has gone 6x Platinum. This marks Swift’s sixth album to sell a million U.S. units six times over, following her 2006 self-titled debut, 2008’s “Fearless” (her only album to reach Diamond certification with 10 million units sold), 2010’s “Speak Now,” 2012’s “Red,” and 2014’s “1989.”
Swift will resume the final leg of her eras Tour on Friday, December 6th, with a performance in Vancouver at BC Place.
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