The first half of 2025 showed one clear theme: fans are still showing up ready to spend—and venues that make it easy to buy are capturing more revenue than ever.
We analyzed data from more than 50,000 events across 700+ venues to see where merch trends are shifting and how venues are turning those shifts into incremental revenue. Here’s what we found.
Attendance Is Rebounding in 2025
Attendance dipped early in the year but bounced back in Q3. The strongest growth is showing up at 1.5–10K venues (+5%) and stadium shows (+6%), while smaller clubs (<500, -1%) and mid-tier arenas (10–20K, -3% to -5%) are seeing declines. Venues in the 500–5K range are essentially flat with only slight gains.
The takeaway: growth is strongest at mid-size shows and stadiums, while small clubs and mid-tier arenas are under more pressure this year.
Top 15 Markets for Per-Head Spend
Per-head merch spend is climbing in key markets, with Nashville, Dallas, and San Antonio leading the way. Other top performers include San Francisco, Seattle, Los Angeles, and Baltimore—driven by a mix of stadiums, mid-size venues, and well-known clubs and theaters.
Different Genres, Different Merch Trends
Merchandise buying behavior isn’t one-size-fits-all—it changes with the music. In 2025, 23% of arena and stadium fans are buying merchandise, up from 21% in 2024.
Hip-Hop and K-Pop fans continue to lead per-head spend, with EDM, Punk, and Hard Rock also posting strong gains. Meanwhile, Folk, Metal, and R&B are trending down compared to last year.
Average Spend Per Fan: Concerts vs. Sports
Fans are spending more per head at both concerts and sporting events compared to 2024:
- Concerts: Average merch spend is $67.53 per fan, up 9% year-over-year
- Sports: Average merch spend is $72.64 per fan, up 6% year-over-year
This growth shows that whether fans are coming for a tour or a championship game, they’re willing to spend more when given the right experience.
Why it matters: Optimizing merch operations and staffing for event type can capture those extra dollars and increase total event-day revenue.
Growing Venue Trends in 2025
Mobile Ordering Is Driving Higher Fan Spend
Fans are willing to pay for convenience. Venues using mobile ordering are seeing:
- +12% increase in AOV
- +15% increase in average Gross Sales per event
- 19% higher average spend from VIP suite guests
- Shorter lines and faster transaction times, resulting in repeat purchases at multi-act events
Why it matters: Giving fans more ways to buy, on their terms, boosts total revenue and improves the event-day experience.
Sponsorship Is Moving Beyond Impressions
Static signage isn’t enough anymore. Sponsors expect measurable engagement and ROI.
Venues are delivering by integrating sponsors directly into the purchase experience:
- Branded mobile ordering flows
- Branded VIP suite delivery bags
- Transaction-level sponsor redemption data
- Sponsored promotions & discounts show 70%+ ROI
Why it matters: Sponsorship is no longer just a logo, it’s a new revenue stream tied to real transactions. Venues that can prove ROI are commanding higher sponsor fees and stronger renewals.
Ready to see how these trends translate to your venue? Let’s talk →
.png){kind=icon}
