In February 2024, fans formed physical queues around the Melbourne Cricket Ground to buy Taylor Swift concert merchandise. The MCG's official guidance designated two days of pre-show sales at outdoor outlets and even specified when the purchase queue would close. Local reporting recorded thousands gathering for merchandise before the concerts.
They were not waiting for an admission position but for their turn to buy clothing and souvenirs. Scarce tour items drew even people without concert tickets into the precinct. With outfits and friendship bracelets displaying their enthusiasm, the queue became both a retail line and a place where fans shared anticipation before the shows.