Online seller guide: How to capitalise on music festivals
Summer music festivals are a great chance for e-commerce sellers to gain new customers. Follow our tips for supplying and marketing the best festival products from your e-commerce storefront.
The popularity of summer music festivals has exploded over the past decade, with international festival attendance climbing as fans seek immersive, real-world events over digital content. In an era dominated by online interactions, audiences crave authenticity – something music festivals deliver in abundance.
North America led the market in 2024, generating over US$860 million, and is predicted increase by an annual compound growth rate (CAGR) of 22.2% up to 2031. Similar trends can be seen around the world, with Asia Pacific expected grow by a CAGR of 26% in the same period, and Latin America, the Middle East and Africa by 23% annually.
Meanwhile, Europe remains a major player in the music festival circuit, contributing US$647 million in 2024.
With music festivals growing in popularity and ticket sales soaring, festival lovers are spending more – not just on festival tickets, but on everything from clothing and accessories to camping gear and travel essentials. For e-commerce brands, this presents a golden opportunity to capture shoppers who are actively looking to gear up for their next event. With that in mind, here’s your festival guide to targeting diverse festival-going audiences with your e-commerce brand this summer.
The must-know music festival statistics
Music festivals may seem like a playground for the under-35 crowd, but the reality of the fan base is more diverse. While it depends on the festival line-up and genre, those aged between 35 and 54 often make up a good portion of the audience – unsurprising when you consider their disposable income and the fact that headlining acts are also ageing.
Festival bookers in the US can spend anywhere between US$800 and US$3,000 for each festival they attend, which includes festival ticket prices, food, drink and accommodation, plus preparations for the event.
This represents a major opportunity for e-commerce businesses selling festival essentials—anything from clothing and accessories to camping gear and tech gadgets. Whether it’s waterproof outerwear for UK festivals or portable phone chargers and sun hats for desert raves, aligning your product selection with attendees’ needs can drive serious sales. You might even consider partnering with festival organisers to offer exclusive merchandise or special discounts.
Tapping into live-streamed events
Even if your audience isn’t attending in person, they’re likely tuning in. Live-streamed festivals are becoming a major part of the industry, giving online sellers another way to reach potential buyers. This year in the US, Bonnaroo and Lollapalooza will stream on Hulu, while Glastonbury Festival will stream on BBC iPlayer.
This means that festival marketing doesn’t have to be limited to physical event-goers. Branded merchandise, limited-edition apparel, and digital marketing campaigns aligned with major festival live streams can reach an even larger audience beyond those in attendance. Sponsoring a festival stream, partnering with influencers who cover events, or running exclusive online promotions during festival weekends can all help you make the most of the growing festival economy.
Key dates to plan around
From EDM to jazz to rock music, thousands of music festivals are planned for the year ahead across the UK, Europe and the rest of the world, from larger festivals to more intimate events. Here’s a short list of some of the biggest festivals to add to your marketing calendar:
April – June
Coachella, USA: 11–20 April
Field Day, UK: 24 May
Primavera Sound, Spain: 5–7 June
Rock am Ring, Germany: 6–8 June
Download Festival, UK: 13–15 June
Glastonbury Festival, UK: 25–29 June
July – September
Roskilde Festival, Denmark: 28 June–5 July
Benicàssim, Spain: 17–19 July
Tomorrowland, Belgium: 18–27 July
Dekmantel, Netherlands: 30 July–3 August
Sziget, Hungary: 6–11 August
Lollapalooza, USA: 31 July–3 August
Rock en Seine Festival, France: 20–24 August
Reading and Leeds Festival, UK: 21–24 August
Mysteryland Festival, Netherlands: 22–24 August
Burning Man, USA: 24 August–1 September
October – December
Austin City Limits Music Festival: 3–5 & 10–12 October
Rhythm and Vines Festival, New Zealand: 29–31 December
As you can see, the festival season each year peaks from June to August in the Northern Hemisphere. In light of this, start planning your marketing and e-commerce promotions around one month in advance to ensure you can attract maximum sales from festival lovers.
How to prepare your e-commerce brand for festival season
Research popular festival products
As the festival season fast approaches, analyse data from social media influences and market research studies for clues on the products your audience might be searching for. Here are some ideas to get you started:
Clothing
Festival clothing in 2025 is about bold expression and sustainable choices. Festival bookers are seeking outfits that not only make a statement but also reflect their commitment to the environment.
The global market for rainwear, which includes boots and waterproof trousers in addition to raincoats and jackets, reached US$4.07 billion in 2024. Increasing climate awareness and unpredictable rainfall patterns are driving demand for these products. So it’s safe to assume that even in the middle of summer, festival-goers may be interested in purchasing some waterproof and warm clothing for overnight events.
In addition to the well-known products that could fall under the ‘festival clothing’ category, here’s an extensive list of popular e-commerce products you may wish to consider adding to your store listings:
Statement sunglasses: Unique and oversized frames that add a touch of drama to any ensemble.
Multi-functional bags: Stylish yet practical bags, such as fanny packs or crossbody bags, that keep essentials secure while complementing the outfit.
Hats and headpieces: From wide-brimmed hats to decorative headbands, these items offer sun protection and enhance the overall look.
Footwear
Comfortable yet stylish footwear is a priority for festival fans who spend long hours on their feet. Popular choices include:
Chunky boots: Durable and trendy, providing support and style.
Platform sneakers: Offering height and comfort, perfect for dancing the night away
Strappy sandals: Ideal for warmer climates, combining breathability with fashion-forward designs
Camping gear
Festival camping basics, like tents, sleeping bags and roll mats, are essential for overnight attendees of music events. However, depending on the festival’s locale, you may also want to include gas stoves and cookware in your store’s listings. Check out your target festival website to learn about the food stalls or mobile food trucks attending.
In all likelihood, if your event is only a two-night festival and there are many food stalls advertised, this extra camping gear isn’t very profitable. On the other hand, if your target event is relatively small, or the event lasts for three or more nights, you may find that more festival goers want to pack their own food or spend more time at their campsite, in which case, you can sell camping gear like gazebos, and chairs, to make them more comfortable.
In 2023, UK consumers spent over £10 billion on outdoor recreation equipment, almost double from 2018.
There’s a huge range of popular e-commerce camping products you may wish to consider adding to your store:
- UK: bell tent, foldable camping chair, led camping light, solar lamp/phone charging station, inflatable mattress
- New Zealand: pocket blanket, inflatable lounger, pop-up tent, beach towel, camping fan,
- Australia: camp shower, waterproof picnic blanket, quick inflation camping mattress, inflatable seat cushion, magnetic camping utensils
- Netherlands: camping toilet, collapsible water container, drinks cooler, solar lantern, disposable compressed towels,
- Germany: disposable rain poncho, hammock, hanging camping lamp, inflatable camping pillow, windshield for camping stove,
- France: portable gas stove, camping toilet, portable grill, enamel mug, foot pump
*Please note, products sourced from Amazon Best Seller List and may be subject to change.
Safety accessories
Music festivals are all about the experience, and having the right festival gear can make the difference. From staying hydrated to keeping valuables secure, having a wide range of safety essentials will keep festival-goers comfortable, safe and ready to enjoy the experience. As a seller, you might consider creating bundles of products to boost your average order value before your customers check out.
The basics: Earplugs, sunscreen, refillable water bottles and mini first-aid kits are essentials for any festival kit
Stay secure: Small padlocks for tents and anti-theft pouches help protect valuables in crowded areas
Weather protection: Emergency foil blankets for chilly nights, UV-blocking sunglasses and portable fans for daytime heat.
Gear for the right conditions: Consider the climate of each festival; for rainy UK and European events, waterproof ponchos are key. For summer festivals, sunscreen and cooling towels can help
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Personal care
Festival-goers need compact, practical solutions to stay clean and comfortable, especially at multi-day events with limited facilities. Popular products include:
Biodegradable wet wipes and eco-friendly travel tissues
Hand sanitiser and refillable mini spray bottles
Dry shampoo and oil-absorbing sheets
Cooling patches and aloe vera spray
Female urinals and disposable toilet seat covers
Sustainable and travel-sized options are in demand, with more festival organisers promoting eco-friendly initiatives.
Miscellaneous festival accessories
Functional and fun accessories can enhance the festival experience while also being practical. So, don’t overlook fun accessories, like dressing up attire, portable Bluetooth speakers and easy-to-carry items to brighten your customers’ festival days and nights. Top-selling items include:
Glow sticks, LED wristbands, and wearable lights
Inflatable loungers, foldable stools, and pop-up shade tents
Reusable drinks carriers, collapsible cups, and water bottles
Face jewels, body glitter, and temporary tattoos (eco-friendly options are gaining popularity)
Miniature disco balls, light-up campsite décor, and festival flags
You can source festival products from platforms like 1688.com or dropship suppliers on sites like AliExpress but to stand out. However, if you want your brand to stand out from the competition, consider custom branding. Print-on-demand (POD) services let you add unique designs to products and platforms like Shopify or WooCommerce make integration easy.
Alternatively, you can find your own third-party supplier and request a test sample to check the quality of the print.
A World Account from WorldFirst makes it easy to pay overseas suppliers in their home currency.
Set up marketing campaigns
Festival season is short, so timing is everything. To capture demand, start promoting at least a month before key festivals begin. Use these targeted strategies to boost visibility and sales:
- Optimise for mobile: With smartphones now the primary way people purchase event tickets, festival-goers are already comfortable shopping on mobile. A seamless, mobile-friendly website with fast load times, intuitive navigation, and a frictionless checkout process ensures your products are just as easy to buy as their festival passes
- Create urgency with bundles and discounts: Offer festival-specific product bundles (for example, a camping essentials pack) and time-limited discounts to encourage immediate purchases
- Leverage influencer marketing: Partner with micro-influencers or festival-goers to showcase your products in action, whether it’s on Instagram or TikTok
- Use festival hashtags: Align with trending event hashtags to tap into conversations and boost engagement.
- Create competitions and giveaways: Encourage participation by asking customers to tag friends or share their festival must-haves for a chance to win
- Offer free shipping: Provide an incentive for customers to purchase and reduce cart abandonment rates. You can either factor the cost into your product pricing or set a minimum order threshold for free delivery to ensure affordability
Offer flexible payment options
Offering flexible payment options can help reduce cart abandonment and increase conversions, especially during high-spending seasons like festival prep. Customers often cite the lack of their preferred payment method as a reason for not finalising their purchase. For international shoppers, paying in their local currency using local payment methods can make the buying process smoother and more familiar, reducing hesitation at checkout.
Use the World Account from WorldFirst to receive payments from 130+ marketplaces and payment gateways, in 20+ currencies.
Streamline order processing
Fast fulfilment is critical during festival season, especially for last-minute shoppers. One way to achieve this is by automating processing with order management systems (OMS). Popular OMS options like ShipStation automate label printing, track shipments and integrate with e-commerce platforms. If you’re handling large volumes of sales, investing in an OMS can keep things running smoothly.
For faster packing and shipping speed, pre-package popular bundles or work with third-party logistics (3PL) providers like ShipBob to outsource storage, packing and shipping. If you set clear shipping deadlines, you’ll avoid customer frustration; meanwhile, providing proactive and responsive customer support via multiple channels can build loyalty and drive repeat business.
Encourage user-generated content
Festival culture thrives on shared experiences, making it the perfect opportunity to get customers talking about your brand and products. Encourage them to share their festival experience and photos under unique hashtags to foster brand awareness and loyalty. A well-placed incentive, like a chance to be featured on your social media or a small discount on their next purchase, can boost participation.
To expand your reach further, consider a refer-a-friend program, rewarding customers who bring new buyers to your store. Platforms like ReferralCandy simplify the process by integrating with your e-commerce site, helping you track referrals and measure results. With the right approach, user-generated content and word-of-mouth marketing can fuel sales long after festival season ends.
Manage your festival sales with a World Account
Selling festival gear means juggling inventory, supplier payments and cross-border transactions – all while keeping costs down and cash flow steady. The right financial setup can make all the difference. Here’s how a World Account from WorldFirst helps you maximise profits and simplify operations during festival season:
- Faster supplier payments: Pay manufacturers and suppliers in their local currency, avoiding costly conversion fees and delays
- Control your currency exchange: Hold funds in 20+ currencies and convert only when it suits you – no forced exchanges or unnecessary losses
- Expand your reach: Accept payments from 130+ marketplaces and payment gateways, making it easier for festival-goers worldwide to buy from you
- Save on fees: Receive domestic and international payments for free and access competitive exchange rates for every transaction
- Simplify business spending: Use the World Card to pay for ad campaigns, influencer partnerships, and festival-related expenses while earning 1% cashback on every purchase.
The festival season moves fast – make sure your payments do too. Open a World Account for free today or call us on +44 207 326 9120 for more information.
Disclaimer: This article featured in this blog is intended for informational purposes only and does not constitute legal advice or professional advice. This article should not be regarded as constituting an offer or a solicitation to buy or sell any regulated or financial products or services. World First Group makes no representations or warranties regarding the accuracy, completeness, or applicability of the content, and readers are encouraged to consult with legal professionals or other professionals for advice tailored to their specific situation.World First Group does not guarantee the accuracy and completeness of this article and expressly disclaims any and all liability to any person in respect of the consequences of anything done or omitted to be done wholly or partly in reliance on this article.
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