New data from Barclays reveals that Harry Styles’ upcoming Wembley shows are set to be a major cultural moment, as a million ticket holders flock to the capital city for the highly anticipated Together, Together tour. Kicking off on 12th June, fans are expected to spend an average of £981 to make the most of the experience, amounting to £1.06 billion across the 12 concert dates1,2.
With no other UK tour stops, and just one other European tour location in Amsterdam, the record-breaking feat marks the most performances by any artist in a single year at the north London venue3.
Harries set to outspend Swifties
In 2024, Barclays predicted Taylor Swift’s The Eras Tour would result in total UK consumer spending of £997 million, with ‘Swifties’ forking out £848 on average each, to see their idol at one of the 15 tour dates. Last year, UK spending on the Oasis Live ’25 17 tour dates was expected to amount to £1.06 billion, at £766 on average per fan.
Both tours included four UK cities – unlike Harry Styles’ Wembley residency. UK Together, Together tour spending averages out at £88,254,000 per night – significantly higher than The Eras Tour (£66,476,746) and Oasis Live ’25 (£62,199,025)4.
Taylor Swift’s
The Eras Tour
Oasis
Live ’25
Harry Styles’ Together, Together
Average spend per ticket holder
£848
£766
£981
Average spend per night of tour
£66 million
£62 million
£88 million
Total number of UK tour dates
15
17
12
Number of UK tour locations
Four: Edinburgh, Liverpool, Cardiff, London
Four: Cardiff, Manchester, London, Edinburgh
One: London
Total tour spending
£997 million
£1.057 billion
£1.059 billion
Golden opportunity for London
London’s hospitality and retail businesses are set to receive a major, and welcome, boost in June; three in five (60 per cent) industry leaders expect the summer’s sporting, cultural and entertainment events to have a positive impact on their organisation.
This comes as half of UK adults believe the concerts will boost London’s tourism (50 per cent) and local businesses (48 per cent), with one in four (25 per cent) ticket holders travelling to London from another city or region to attend the show.
Spending in Styles
Barclays data shows that when tickets for the tour went on sale, spending on live shows & concerts reached an 11-month high (14.0 per cent), with transactions peaking on 30th January. Those attending report spending the greatest share of their event budget on their ticket, costing an average of £143.20. While 19 per cent said this was higher than planned, two thirds (66 per cent) would have been willing to pay more if needed in order to secure their spot.
Other costs include accommodation (£141.20), transport (£103.10) and pre-event food and drinks (£103.10), while the average anticipated spend on official merchandise is £102.20. Three in 10 (29 per cent) fans will stay overnight in London the night before and/or of the concert, and 28 per cent say they’re planning other activities (e.g. sightseeing and exhibitions) while in the city.
A Fine Line between fandom and finance
Half (47 per cent) of UK consumers would rather spend on an experience than a material possession, and 39 per cent would be willing to travel to another country or city to see their favourite artist perform. Over one in four (27 per cent) Together, Together tour ticket holders view the concert as a once-in-a-lifetime experience they can justify spending on, and one in five (17 per cent) said “FOMO” (fear of missing out) played a part in their purchase. Meanwhile almost three quarters (74 per cent) believe getting tickets to sold-out or in-demand events now feels like a status symbol.
Feather boas come out in force
As seen with other global phenomena such as Taylor Swift’s The Eras Tour (friendship bracelets and cowboy boots) and Pitbull’s Party After Dark Tour (bald caps and suits), fans across the globe enjoy dressing up for their favourite artists. Nine in 10 (90 per cent) are planning to participate in a ‘fan trend’ when attending the Together, Together tour, with 63 per cent opting to wear a Harry Styles-themed look. A fifth (20 per cent) will make sure their outfits are coordinated with their friends and 22 per cent will create or exchange fan-made items with other Harry fans.
Ahead of the event, 35 per cent intend to watch Harry Styles interviews, documentaries or concert footage, and 22 per cent will – or already have – entered a competition to win more tickets.
Rich Robinson, Head of Hospitality and Leisure at Barclays, said: “Harry Styles’ Wembley residency is set to deliver a significant boost to London, with fans expected to spend across hospitality, retail and leisure as they make the most of their trip to the Capital. It also underlines consumers’ growing appetite for memorable experiences, as people increasingly prioritise events that feel personal, meaningful and worth travelling for.”
Tom Corbett, Managing Director of Sponsorship and Client Experience at Barclays, said: “This tour shows just how powerful live entertainment can be, benefitting consumers and businesses alike. ‘Concert tourism’ is on the rise because of the extent to which people value unique, shared experiences – so much so, that they’re willing to invest in them even when cutting back elsewhere, and to travel to see their favourite artists perform.”