In a remarkable feat, Taylor Swift's 'Eras Tour Book' emerged as the top-selling book of last week, boasting the most significant opening week sales of 2024. According to data from Circana, the book sold a staggering 814,000 copies over the Thanksgiving holiday weekend. Notably, these impressive numbers were achieved through an exclusive partnership with retail chain Target, which launched the 'Eras' tie-in on Black Friday.
Despite forgoing distribution through major online retailers like Amazon.com, Swift's book witnessed a surge in sales. Some fans raised concerns online about the presence of typos and errors in the book, although neither Target nor Swift's representatives have commented on these issues as of yet.
When considering print sales data tracked by Circana, which excludes audio and e-book sales, 'Eras' ranks as one of the most successful nonfiction book debuts. The only book to surpass its initial sales figures was Barack Obama's 'A Promised Land,' which sold just over 816,000 copies in 2020 and was available through various outlets unlike Swift's exclusive Target release.
Swift's strategic approach to exclusive releases is not new. In 2023, for her 'Eras' concert film, she collaborated directly with AMC Theatres and Cinemark Theatres, bypassing traditional Hollywood studios. The film, titled 'Taylor Swift: The Eras Tour,' has grossed over $200 million at the box office, establishing itself as the highest-grossing concert movie in history.
Prior to the success of the 'Eras' book, Swift had already carved out a niche in the publishing industry, inspiring a range of works including biographies, romance fiction, fashion collections, coloring books, and even a cocktail recipe compilation titled 'Shake It Up.' Another standout performer in 2024, according to Circana, is Wendy Loggia's 'Taylor Swift: A Little Golden Book Biography,' designed in the beloved tradition of Little Golden Books.
