Tour merch estimator
Paste a routing and see what the merch table might take, show by show and across the tour. It is an estimate, so every figure is a range, and every assumption behind it is written under the result.
Reviewed$60k – $140k
Merch gross for the tour, in US dollars
Likely about $100,000, from 8 shows and a crowd of about 11,100. Net of the venue’s share and costs: $21,000 – $49,000.
These are sample cities and sample room sizes. No tour is being announced.
The dates
- 01Portland4 Mar
- 02Sacramento5 Mar
- 03Phoenix7 Mar
- 04Austin9 Mar
- 05Nashville11 Mar
- 06Columbus12 Mar
- 07Philadelphia14 Mar
- 08Boston15 Mar
Show by show
- Portland
$6,400 – $15,000 likely $11,000
- Sacramento
$5,000 – $12,000 likely $8,400
- Phoenix
$8,300 – $19,000 likely $14,000
- Austin
$11,000 – $25,000 likely $18,000
- Nashville
$5,500 – $13,000 likely $9,200
- Columbus
$4,100 – $9,600 likely $6,900
- Philadelphia
$9,200 – $21,000 likely $15,000
- Boston
$11,000 – $26,000 likely $18,000
Low to highLikely
What this estimate assumes
- A room’s capacity is the most it holds, not the crowd. We count a theatre (500 to 2,499) as 85% full.
- Spend per head is set once for the tour, by its middle room. Here that room holds 1,600, which is a theatre, so the figure is $9.00 a head.
- The same figure is used for every genre of music.
- Gross is what fans spend at the table, in US dollars, before the venue’s share, sales tax and costs.
- Net is taken as 35% of gross: what is left after the venue’s share, the stock, the sellers and freight.
- Every figure is a range, 40% either side of the likely one.
How it is worked out
The estimator takes each show on the routing and asks three things. How many people are likely to be in the room? What is each of them likely to spend at the merch table? And how far out could the answer be?
The crowd
A room’s capacity is the most it holds, not the number who come. So the estimator counts a share of each room, and the share falls as rooms get bigger: a large room is often set up for fewer people than it can hold.
| Room | Capacity | Counted as |
|---|---|---|
| Club | Under 500 | 100% |
| Theatre | 500 to 2,499 | 85% |
| Large theatre | 2,500 to 4,999 | 80% |
| Arena | 5,000 or more | 55% |
| Any room, marked sold out | Any | 95% |
Divini’s own dataDivini’s own model. These are working assumptions, not measured attendance, and the arena figure rests on a single routing. · checked
The spend per head
atVenu, which makes settlement software for merch tables, reports $10.24 spent on merch per head at the shows it settled in 2025, with 21% of fans buying. That is one average across every genre and every size of room.
Filed or disclosedSource: atVenu, Artist Merchandise Trends of 2025 · checked
The estimator does not use one figure for every tour. It sets the spend per head by the size of the tour’s middle room, lower for bigger rooms, and uses that one figure for every show on the routing.
| Middle room | Spend per head |
|---|---|
| Club | $10.00 |
| Theatre | $9.00 |
| Large theatre | $6.50 |
| Arena | $5.50 |
Divini’s own dataDivini’s own model, set against atVenu’s published average. It is not measured data. · Source: atVenu, Artist Merchandise Trends of 2025 · checked
Comedy and podcasts
atVenu’s report gives spend per head for sixteen genres, and comedy is not one of them. We have found no published figure for comedy. So a comedy estimate uses the same figures as a music show in a room of the same size, and the result is marked as our own inference.
The report does have a Creator/Podcast category, at $11.25 a head in 2025. The estimator does not use it yet. A podcast estimate runs on the same figures as music, and is marked as our own inference too.
Filed or disclosedThe sixteen genres and their figures are in the report’s chart of spend per head by genre. · Source: atVenu, Artist Merchandise Trends of 2025 · checked
The range
Every figure is a range, 40% either side of the likely one. A single figure would look more certain than it is: the estimate works from the size of a room, not from how a show is selling.
Divini’s own dataDivini’s own model. · checked
Gross and net
Gross is what fans spend at the table, before the venue’s share, sales tax and costs. Net is taken as 35% of gross: what is left after the venue’s share, the stock, the sellers and freight. Your own deal and your own costs will move it. Every figure is in US dollars, because atVenu’s are.
Divini’s own dataDivini’s own model: a working figure, not a quote. · checked
What to paste
- One show a line
- The date, the venue and the city. The venue and the city can come in either order, and the date can be written any of the usual ways.
- The capacity
- Add it at the end of the line if you know it. If you leave it off, we look the room up in our own venue records, and say so when it is not there.
- Two shows in one night
- Add
x2to the line. - A sold-out show
- Add the words
sold out. - An average price
- Optional. With it, the gross is also given as pieces sold: the money divided by your price. It changes no other figure.
A room we cannot size adds nothing to the total, and the result says how many shows it covers. Part of a tour is never shown as all of it.
What it cannot see
- How the shows are selling. It works from capacity, so a half-sold room and a full one look the same unless you mark the sold-out one.
- Your range and your prices, beyond the one average price you can give it.
- The venue’s share, which changes from room to room.
For an estimate built on your real venues, prices and deal, send us the dates with the form beside the result, or book a call.