Are Higher Ticket Prices Impacting Fan Spend At Live Events?

Are Higher Ticket Prices Impacting Fan Spend At Live Events?

Higher ticket prices created a lot of buzz in 2023 and continue to be a topic of conversation as we get into the festival and concert season this year. An added layer is the increased importance of the fan's experience. Over this past year has fan spending changed in regards to merchandise, food, and drinks at concerts and festivals? We take an updated look and break it down in this blog post.


  • 21% of fans are buying merchandise at concerts in 2023, up from 20% in 2022 and 11% in 2019
  • Average $/head for artists is up +7% from 2022 with almost all attendance groupings up to prior year
  • Festival spend per day on food + beverage is similar to 2022 at $65 per fan per day despite increases in food + beverage pricing
  • Raising food and drink prices results in fans spending a similar amount for less products

Concert Merchandise Stats

Are fewer fans buying merchandise at concerts?

No, since 2019 we have continued to see an increase in average $/head at concerts and festivals but in 2023 the percentage of fans buying merchandise averaged 21%, up from 20% in 2022 and 11% in 2019.

% of Fans Buy Merchandise


What is the current industry average $/head?

The current average $/head is $8.71, up from $8.16 in 2022.

Average $/Head


Is the current industry average $/head up across the board? Or only specific attendance groupings?

Attendance groupings ranging from 5-15K are slightly below the 2023 average with all others at least +5% higher than prior year.

Average $/Head By Attendance Grouping

Festival Merchandise Stats

Not only are more fans buying merchandise at festivals, but they are spending more as well with the average fan spending $66 (up 14% from 2022).

Average Fan Spend On Merchandise At Festivals


Festival Food and Beverage Stats

There continue to be comments around the cost of food and beverages at festivals increasing this year and impacting fan spend. And yes, both food and beverage pricing at festivals have increased in 2023 with the average food item up +21% and the average drink item up 7-20%, varying based on the type of drink.

Average Festival Food Prices


Average Festival Drink Prices

Average Fan Spend On F&B



Has this impacted how much fans spend per day at festivals?

No, fan spending is actually similar to 2022.

The final thoughts

Having higher ticket prices translating to fans spending less at events is a legitimate concern and we've found it hasn't impacted fan interest and spending on merchandise. Trends are showing that fans are spending similar amounts on food and beverage to prior years so if prices are increasing they may buy fewer items to make up that same total spend.


atVenu Merch Line Generator
Harness our data and analyze your tour to create an optimized merch line for your band that maximizes sales and reduces product waste.
Coming Soon!
Learn More About atVenu Register
Learn how our product maximizes your revenue while saving you time every step of the way
Download the PDF Version
and save all our insights and merch trends for 2019. It’s jam packed with all kinds of valuable merch industry information.
It's Free!
Thanks for Signing Up to the mailing list
Click Here to Download the 2019 Infographic
Oops! Something went wrong while submitting the form.