Taylor Swift greets fans in Dutch at Amsterdam show; Merchandise sales through the roof

Taylor Swift kicked off her first show in the Netherlands in nine years by greeting the tens of thousands of Swifties gathered in the Johan Cruijff ArenA in Dutch. “Leuk jullie allemaal te zien,” she said to massive cheering and applause in Amsterdam on Thursday evening. That translates to “Nice to see you all.” She also ended the show with “dankjewel.” Taylor Swift merch sales are through the roof.

Hey @taylorswift13 is it clear that we missed you? Nine flipping years girl!!!!!! Also compliments on your (and Kam's) dutch!! Pronunciation was ON POINT#ErasTour #erastouramsterdam #TaylorSwift pic.twitter.com/dwHhRuV3Gi
— Manya Berk (@ManyaBerk) July 5, 2024

The singer performed for about 3.5 hours, performing dozens of songs. The show of her Eras Tour consists of blocks from different eras of her career.

‘(We never go out of) Style’ Taylor Swift in Arena, Amsterdam. #erastouramsterdam #taylorswift pic.twitter.com/J0rjUIcq0R
— Wilbert Mutsaers (@wilbertmutsaers) July 4, 2024

Swift will also perform in the Amsterdam stadium on Friday and Saturday before moving on. The European leg of her world tour lasts until the end of August.

Arnie Merch, who handles the sales of all merchandise at concerts at the ArenA, Ziggo Dome, and Afas Live, is doing excellent business around the Taylor Swift concerts, owner Arnoud Maas told Parool. “I have been working in merchandise since 1996, but this is the most intense thing I have ever seen.”

He thought business was good when Harry Styles performed last year, but this is much more extreme. “Taylor Swift fans don’t buy a shirt. They buy bags full of merchandise,” he said. “We’re almost through the fourth truck.”

The stands with shirts, hoodies, sweaters, bags, and bracelets opened on Wednesday, the day before Swift’s first show. Then thousands of fans waited up to three hours for their turn to buy something. Maas deployed double his usual sales staff for the three Eras Tour concerts.

the merch prices for Amsterdam #AmsterdamTSTheErasTour #TsTheErasTour #taylorswift #erastouramsterdam #taylorswiftupdates pic.twitter.com/Dxp3AvRRuq
— 𝓜𝓪𝔂𝓻𝓸𝓷⸆⸉ | HEARD MARY’S SONG & STF LIVE (@wisteria1ane) July 1, 2024