Swifties crashed Taylor Swift’s store site after a new Christmas merchandise drop was announced at 3 p.m. EST.
The “Christmas Tree Farm” singer overhauled her merch store (store.taylorswift.com) to capitalize on everyone Christmas shopping for “Swiftmas” (a phrase trademarked by Swift). If you buy all 60+ ornaments from the 10 eras (priced $15-$25 each), it would cost $1,240.
It’s no surprise the site went down for an hour. According to InsuranceQuotes.com, 9% of Americans plan to buy a Taylor Swift-related gift. Their 2023 Porch Pirate report says this includes tickets, merchandise or clothing.
Taylor Nation posted on Instagram an hour and a half before the drop: “It’s been a long time coming, but the countdown is on. 🎄 We will see those of you who dream of holly and ribbon in 89 minutes! Store.TaylorSwift.Com.”
When the clock struck 0:00, fans were able to click “enter” to see a website of snow lightly falling around the “Lover House,” a house symbolizing Swift’s 10 eras. The interactive graphic allows users to click on each room of the house to shop the corresponding era.
“Taylor loves Christmas so Merry Swiftmas to us,” said Lauren Lipman, a YouTube influencer who hosts a weekly “Taylor Swift Tuesday” program.
Fans who clicked on the mailbox were able to decorate a tree, which generates an electronic holiday card shareable on social media.
Taylor Swift tree that fans can decorate and share on Store.TaylorSwift.com
On the main interactive graphic you could buy all of the separate ornaments or “add all to cart” by clicking on the tree to the right of the screen. Here are the total ornaments per era: