What Americans are willing to sacrifice to see their favorite bands
After Taylor Swift and Travis Kelce supposedly announced their upcoming July 3 wedding at Madison Square Garden, internet rumors started circulating that tickets to the event would sell for $8,000 up to $53,000. It turns out the viral X post was fake, created by a parody account, The Daily Noud. But with concert ticket prices what they are today, it seemed fully believable. After all, concert tickets are pricey – and fans are often willing to pay.
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If you’re a GenXer who remembers concert tickets topping out around $25 back when you were in your 20s, it’s not a faulty memory or idealizing the “old days.” The average concert ticket price in 1996 was just $25.81, according to an analysis from CouponBirds. In 2025, the average price was $136.46, a jump that is 4.6 times the inflation rate for other consumer goods. If ticket prices kept pace with inflation, we’d still be paying less than $50 to see our favorite bands. But the high prices haven’t deterred fans from scrimping, saving, or borrowing to see the live music they love.
How much are fans willing to spend?
Nearly one-in-five millennials are willing to spend $500 or more on concert tickets in 2026, according to a recent study by Morning Consult, commissioned by PayPal. Overall, 11% of Americans polled would spend that much on concert tickets. And there are certainly many bands to see this summer.
What are music lovers willing to give up to see their favorite bands?
With ticket prices so high, concerts may require financial sacrifice, including cutting other expenses to save for a show. Nearly one-third (32%) would stop dining out for a month, while 30% would curtail new clothing purchases. About one-quarter (26%) would cancel nights out with friends in anticipation of an even bigger night out at a concert. A full 10% of Americans would slim down their grocery budget to save money for live music.
Concertgoers would also change their online activities to afford a concert. For instance, 21% would delete dating apps for a month, and 19% would cut streaming service subscriptions. Not that it would make a financial difference, but if they had to, some members of the younger generations said they would stop using TikTok and Insta if it meant seeing live music this year. Both of these services are free, so it would be a pointless sacrifice.
Maybe that’s why only 19% of Millennials and 16% of Gen Z said they’d give up social media for a month. But if they did, they could use the time not spent doomscrolling to take on a side gig and earn ticket money. The majority of both demographics (78% of Millennials and 84% of Gen Z) said they would give up “something” to see live music, which underscores the significance of concerts in their lives.
Buy Now, Pay Later grows in popularity
Many music lovers see Buy Now, Pay Later programs as the solution to rising ticket prices. These programs allow you to make a purchase with a small down payment and pay the balance over time, often without interest charges or set up fees.
One-third said they are using BNPL to avoid credit card debt, and 38% said they’re using it to afford tickets they can’t pay for in one upfront lump sum. One-fifth of concert goers said they can attend more events thanks to BNPL’s flexibility. Used strategically, BNPL can also be a money saver. Thirty-one percent of survey respondents use BNPL to secure their seats earlier and beat ticket price surges.
Alternatives to big ticket shows
You don’t have to pile on debt to see great music, though. With summer coming, many towns offer free concerts in the park or on the beach. Pack some camping chairs, snacks and a cooler of beverages for a free night out. Local cover bands are often quite talented and perform at outdoor shows, weekend festivals, bars and restaurants. For a next level experience that’s still more affordable than most of today’s most popular acts, consider grabbing tickets for a tribute band. Tribute bands give you a chance to hear the songs of your favorite artist even if that performer is no longer playing live or tickets are too pricey.
The music we loved in the ‘80s and ‘90s is kept alive in top tribute bands like Bohemian Queen (Queen), Brit Floyd (Pink Floyd), Super Diamond (Neil Diamond), and Completely Unchained (Van Halen). These talented acts often play larger theaters, so tickets may not be as affordable as a local band, but the prices aren’t likely to rival today’s top acts or major festivals.
