Fans of Taylor Swift, like Mikaela St Louis, have been preparing for Swift’s upcoming concerts by making friendship bracelets inspired by the pop star. St Louis has made 275 bracelets and spent over $1,000 on materials to create them, attributing the trend to a lyric from Swift’s song “You’re on Your Own, Kid.” Retailers, such as craft supply chain Michaels and Walmart Canada, have seen a surge in sales of jewelry-making materials due to Swift’s influence, with some experiencing sales lifts of 300 per cent and 250 per cent, respectively. Shopify merchants have also seen an increase in sales of bracelet-making kits and supplies, as fans gear up for Swift’s concerts in various Canadian cities.
Despite the popularity of friendship bracelets among Swift fans, there have been shortages of certain materials like letter beads and charms that are reminiscent of Swift. Stores selling bracelet-making items have been picked over, making it difficult for fans like St Louis to find what they need. However, catering to Swift fans has proven to be a profitable business strategy for retailers, as her dedicated fans are willing to spend large sums of money to see her in concert. The demand for bracelet materials is expected to endure well past December and could even make ideal holiday gifts.
The popularity of friendship bracelets extends beyond Swift fans, with fans of other celebrities and athletes also participating in the trend. Stores have seen an increase in interest in materials for making bracelets and other accessories, such as Indigo Books & Music Inc., which has seen a surge in sales of items like badges and stickers. Social media sites have also played a role in driving interest in friendship bracelets, as fans share their creations and acquisitions in online communities. The trend is seen as a celebration of girlhood and a way to bring people together through shared interests and creative expression.
Fans like St Louis have noticed a broader interest in friendship bracelets and other accessories at events beyond Swift’s concerts, such as sports games and other music shows. The trend has even extended to younger girls purchasing colorful beads to create their own bracelets. This shift has been observed at various retail locations, indicating a wider appeal for jewelry-making materials and DIY accessories. Despite the surge in interest, retailers are hopeful that the popularity of friendship bracelets will continue to endure, making them a versatile product that can be carried well past the holiday season and remain a staple in the fashion and accessory market.
