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Taylor Swift ticket prices plummet by 90% in last-minute resale market, patience proves key

August 14, 2024

The second-hand ticket market for Taylor Swift’s highly anticipated Wembley concert has witnessed dramatic price drops, with some tickets falling by over 90% from their initial resale prices.

Fans who have held their nerve and waited until the last minute have found themselves in a prime position to secure cheaper tickets.

According to data tracked by HotUKDeals.com, ticket prices on resale platforms have seen sharp declines as the concert date approaches. For example, a ticket that was initially listed at an exorbitant £10,000—a staggering 10,500% increase from the original face value of £95—dropped to just under £1,000 with a few days to go. The price then fell further to £856 just one day before the event, representing a 90% reduction from the initial resale price.

Other tickets followed a similar pattern. Tickets initially priced at £1,368 dropped by 32% to £929 two days before the concert, and then to £798, a further 14% reduction, just one day out. Out of the four tickets tracked, only two remained available at the time of reporting.

Some tickets were sold before prices could drop further. One such ticket, originally listed at £1,740, was sold or removed from the market at £1,304, still a 25% reduction from the original listing but an 88% markup from the face value. Another ticket, listed at £2,924, sold for £1,856—a 36% reduction—yet remained 1,200% higher than its original sale price.

Vix Leyton, Consumer Money Expert at HotUKDeals.com, noted that despite the high demand and initial price inflation, last-minute buyers who stick to their budget are finding much better deals. “These gigs have become a cultural event, and while touts have tried to cash in with sky-high prices, our investigation shows the actual sale prices are significantly lower. It’s crucial for fans to hold their nerve, stick to their budget, and avoid getting caught up in the frenzy.”