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.
Top 15 Markets for Per-Head Spend
Per-head merch spend is on the rise, and the top 15 markets are leading the way. From major stadium hubs to mid-size arenas, these markets are driving higher revenue per fan, thanks to smarter staffing, optimized product mixes, and frictionless point-of-sale experiences.
Why it matters: Identifying markets with high per-head performance helps venues plan operations, merchandise assortments, and pop-ups that maximize every opportunity.
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 spend per head, while Country fans have grown significantly, with 18% of attendees purchasing merch (up from 14% in 2024).
Why it matters: Tailoring staffing, inventory, and pop-up locations based on genre mix ensures venues are ready to meet fan demand when it’s highest.
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.
Mobile Ordering Is Driving Higher Fan Spend
Fans are willing to pay for convenience. Venues using mobile ordering are seeing:
- +12% increase in GA fan spend
- 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
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.
Attendance Is Rebounding in 2025
Attendance dipped early in the year but bounced back in Q3 for all capacity groupings, led by:
- +35% growth in <1,500k cap venues
- +18% growth in 15–20K venues
- +8% growth in both 10–15K and 20K+ venues
Larger venues are also capturing pre-show sales by setting up merch trailers in parking lots, reducing operational pressure once doors open.
Why it matters: Knowing when and where fans are buying helps venues plan staffing, inventory distribution, and mobile ordering promotions to capture every sale.
Who We Are
atVenu is the commerce platform built for live events. We power real-time sales, mobile ordering, and instant settlements—helping venues unlock more revenue, elevate fan experiences, and integrate sponsors seamlessly.
Ready to see how these trends translate to your venue? Let’s talk →
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