Target has secured exclusive rights to sell Taylor Swift's official Eras Tour book, stocking 2 million copies at $39.99 each. The self-published book, released through Taylor Swift Publications, became available in Target stores on November 29 and online the following day.

The 256-page book features over 500 glossy photos from the tour, including costume sketches, rehearsal shots, and personal commentary from Swift. This exclusive deal is particularly notable as Swift chose to self-publish rather than work with a traditional publisher, continuing her pattern of maintaining control over her creative works.

The 2 million-copy inventory is ambitious compared to 2023's bestseller "It Ends With Us" by Colleen Hoover, which sold 1.3 million physical copies. However, industry experts draw parallels to Michelle Obama's memoir, which sold 3.1 million copies in just two months of 2018, though that book was available through all retailers.

For Target, this exclusive partnership comes at a crucial time as the retailer faces increasing competition from Amazon and Walmart. Industry experts predict strong sales, with literary agent Richard Pine noting, "For a lot of people it's a keepsake of the best time they've had in a long time."

This move aligns with Swift's broader strategy of maintaining creative control, similar to her approach with the Eras Tour film distribution through AMC and her ongoing project of re-recording her masters after losing rights to her early catalog.

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