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 Swift's personal musings. This exclusive deal marks another instance of Swift maintaining control over her work, following her strategy with the Eras Tour film distribution through AMC.

The 2 million copy inventory is notably ambitious, considering 2023's best-selling book, "It Ends With Us" by Colleen Hoover, sold 1.3 million physical copies. However, industry experts compare it more closely 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.

Lorraine Shanley, President of Market Partners International, notes that while self-publishing at this scale is rare, Swift's status makes it feasible. The move aligns with her history of maintaining creative control, especially following the loss of her early music catalog rights.

For Target, this exclusive partnership comes at a crucial time as the retailer faces increasing competition from Amazon and Walmart. Literary agent Richard Pine predicts success, stating, "For a lot of people it's a keepsake of the best time they've had in a long time."

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