Swifties have jumped at the chance to get their hands on Eras Tour merchandise days out from Taylor Swift's first Melbourne concert.
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More than 20,000 fans tried to register for the limited 3000 spots at Crown Melbourne's official merchandise pop-up on February 13.
An hour before opening Bella Badelian and her mother Jackie were at the front of the queue.
But the merch is just part of the preparation for Bella with "lots and lots" of friendship bracelets to be made and outfits to organise for all three Melbourne shows.
"I love the kind of person [Taylor] is and I love her music, and how she tells her stories through her music," she said.
Fans wanting a tour keepsake will be forking out $120 for an Eras Tour hoodie, $65 for a t-shirt and $40 for a water bottle or poster.
Jenna White said she wanted to get in early to "relieve some of the stress" before the concert.
"There was such high demand for tickets so it's obviously going to be high demand for the merch," she said.
"We tried to get in as early as possible to make sure we got what we wanted."
Her friend Tessa Mutimer has spent three weeks sewing an outfit to wear to the concert, choosing an "era" from Swift's catalogue to represent.
"It's purple, sparkly and it's got some tassels on it - so yeah definitely Midnights," she said, referring to Swift's Grammy Award-winning album.
The pair have been making friendship bracelets since the day they secured tickets in June 2023.
It's another fan-led feature of the Eras Tour which sees Swifties swap the handmade bracelets at the show.
Crown Resorts Group executive general manager brand and marketing Yolanda Uys said reservations for the pop-up sold out within 15 minutes.
"Everybody wants a little piece of the magic and having the pop-up here enables people to participate in the event - whether you're going or not," she said.
Fans who missed out still have many chances to splash their cash on merchandise with stands open outside the MCG on February 14 and 15 from 10am to 6pm, near gates 1 and 5.
On show days - February 16 to 18 - merchandise will be available from 12pm.
The following week in Sydney merchandise is available on February 21 and 22 at Accor Stadium on the corner of Olympic Blvd and Dawn Fraser Ave, from 10am to 6pm, and on show days from 12pm.
