President-elect Donald Trump predicted that Taylor Swift would see her sales take a hit after endorsing Vice President Kamala Harris for president, but new data shows that is far from the case as the musician continues to dominate concerts, movies and streaming lists.
Swift is also seeing huge success with her new book.
What Happened: Swift launched a new "Eras Tour Book" that provides photos and behind-the-scenes stories and images from the record-breaking Eras Tour.
The book was released on Black Friday exclusively in Target Corporation TGT stores. While many holiday shoppers may have chosen to shop online this year and skip standing in lines and waiting outside stores on Black Friday, Target saw lines at stores thanks to the exclusive Swift book.
Swift's new book sold 814,000 copies over the Black Friday shopping weekend, according to data from Circana reported by the Associated Press.
The sales figures come with Target being the only retailer offering the book and being an in-store item for at least the first day. The number makes Swift's book the top seller for the week and the biggest launch of 2024.
According to the report, Circana tracks around 85% of the print market.
Swift's book is the second-biggest nonfiction launch of all time, trailing only the first volume of Barack Obama's 2020 memoir, "A Promised Land," the AP reports. The former president’s book sold 816,000 copies in its first week. Unlike Swift's book, Obama's was widely released.
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Why It's Important: The strong early sales of Target’s exclusive book highlight Swift’s undeniable success—something Trump may want to keep in mind.
Earlier this year, Swift announced her endorsement for Kamala Harris for president in the 2024 election. The endorsement didn't sit well with Trump.
Trump said he wasn’t surprised by Swift supporting Harris, saying “she’s a very liberal person.”
“She seems to always endorse a Democrat and she’ll probably pay a price for it in the marketplace," Trump said.
The suggestion that endorsing Harris could hurt Swift's future album and merchandise sales might be proven untrue already with the book launch.
The book’s success comes as the global superstar has witnessed success and helped boost public companies in several sectors previously.
Streaming company Spotify Technology SPOT recently named Swift the most streamed artist worldwide for 2024, taking the title for a second straight year. Swift also ranked as the top streamed artist in the United States, with several albums among the most streamed for the year.
Swift also saw her concert film set records for AMC Entertainment Holdings AMC, despite the film bypassing the traditional release model.
The record-breaking Eras Tour has also boosted the financials of Live Nation Entertainment LYV, which owns Ticketmaster.
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