In the U.K., Swiftmania is in full swing as the pop superstar begins the first of 15 concerts in Britain on Friday night.

Expected to add a massive 997 million pounds (or $1.26 billion) to the U.K. economy, Taylor Swift arrives in Edinburgh as fans flock to the Scottish capital, adorned in sparkles, handmade bracelets, and cowboy boots — the signature look of the Eras Tour.

Taylor Swift’s popularity has soared in recent years due to the re-recording of her entire discography, including “1989,” “Red,” and “Speak Now” — all Taylor’s Versions. Her latest release, “The Tortured Poets Department,” has also made it onto the setlist.

With ticket prices reaching thousands, the Pennsylvania-born star has consistently sold out shows worldwide. She is only surpassed by The Beatles for the most weeks at number one on the Billboard 200. Many wonder why she is so popular, with her peers offering insights.

Fellow star Lana Del Rey shared with BBC News that Swift’s drive and determination are key factors in her success. Brit Award winner Raye described Swift as an “absolute powerhouse” and a timeless artist who consistently delivers.

KT Tunstall praised Swift for her resilience and ability to manage a massive operation, employing thousands of people. Nearly 1.2 million fans are projected to attend the 15 U.K. tour dates, with an average of 848 pounds ($1,085) spent on each ticket.

Behavioral scientist Peter Brooks compared Swift’s impact to the fan frenzies surrounding Elvis and The Beatles, emphasizing the happiness and well-being derived from shared experiences and memories created at concerts. Fans of Taylor Swift are willing to invest in these experiences, much like previous cultural icons have inspired their supporters to do so.

/Digital Sauce