The shop, which is open to anyone, sells T-shirts, hoodies, posters, bracelets, water bottles and tote bags featuring the dates and branding of Swift’s 2023-2024 Eras tour. The items range from £15 for a poster to £70 for a beige hoodie. The most popular item, according to staff, is the grey Eras Tour quarter-zip fleece (£65) featuring a colourful pop art-style collage of Swift.
Since 10am on Thursday, more than 2,000 people had entered the shop, set up in a car park to the east of the stadium, according to security officer Khan Balayt. Nikki Nesh, who works in marketing, was one of them. Ms Nesh was celebrating her 27th birthday and is set to attend Friday’s show.
Ms Nesh, from Streatham, south London, said she spent £120 on merchandise and £249 on tickets to see Swift play on Friday and another show in August. She said: “It wasn’t bad. We budgeted way more than that.
“(Swift) is just amazing. I’ve grown up with Taylor Swift. I’ve been a fan since I was 12.
“I love everything about her. Her lyrics, her storytelling. “She’s gets a lot of hate, but she’s such a good role model.
She makes me feel like I could do anything, like I could achieve whatever I wanted to.” Ms Nesh’s friend, Jenny Ansell, also 27, added: “You feel the lyrics and you think, I’ve been through that.” Ms Ansell, a carer from Romford, said she spent £300 on merchandise at the pop-up shop.
She said: “(Swift) made me feel so confident. I’ve only been a fan for a year.�.