The market for second-hand tickets for Taylor Swift’s highly anticipated Wembley concert has witnessed dramatic price drops, with some tickets dropping by more than 90% from their original retail price.
Fans who held their nerves and waited until the last minute are in a great position to get cheaper tickets.
According to data from HotUKDeals.com, ticket prices on resale platforms have fallen sharply as the concert date approaches. A ticket initially listed for an exorbitant £10,000 – a staggering 10,500% increase on its original face value of £95 – dropped to just under £1,000 with a few days to go. The price then dropped further to £856 just one day before the event, representing a 90% discount on the original retail price.
Other tickets followed a similar pattern. The initially priced tickets of £1,368 fell by 32% to £929 two days before the concert, and then to £798, a further discount of 14%, just one day out. Of the four traced tickets, only two were still available at the time of reporting.
Some tickets were sold before prices could drop further. One such ticket, originally priced at £1,740, was sold or withdrawn from the market for £1,304, still a 25% discount from the original offer, but an 88% markup from face value. Another ticket, which cost £2,924, sold for £1,856 – a 36% discount – yet remained 1,200% higher than its original retail price.
Vix Leyton, consumer money expert at HotUKDeals.comnoted that despite high demand and initial price inflation, last-minute buyers who stick to their budgets find much better deals. “These performances have become a cultural event, and while touts have tried to cash in with sky-high prices, our research shows that actual retail prices are significantly lower. It is crucial that fans keep their nerve, stick to their budget and avoid getting caught up in the madness.”