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 documenting the Eras Tour, including costume sketches, rehearsal shots, and Swift's personal musings. This release marks another instance of Swift maintaining control over her work, similar to her strategy with the Eras Tour film distribution through AMC.

The 2 million-copy inventory is particularly notable when compared to 2023's bestseller, Colleen Hoover's "It Ends With Us," which sold 1.3 million physical copies. Industry analyst Brenna Connor points out that unlike Michelle Obama's memoir, which sold 3.1 million copies in 2018 through multiple retailers, Swift's book is exclusively available at Target.

Industry expert Lorraine Shanley notes that while self-publishing at this scale is rare, Swift's status makes it feasible. The exclusive Target deal comes at an opportune time for the retailer, which has faced increased competition from Amazon and Walmart during challenging economic conditions.

Richard Pine, a literary agent, predicts significant sales success, describing the book as "a keepsake of the best time they've had in a long time" for fans.

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