Beyoncé’s Cowboy Carter Tour Is in Full Swing. Independent Merch Sellers Are Having Their Moment.

If this feels like déjà vu, it is, to some degree. 2023’s Renaissance World Tour triggered a similar surge in micro-business creativity, as fans turned to Etsy shops and independent sellers for disco-inspired looks and chrome-drenched pieces that paid homage to Beyoncé’s vision—proving that when Queen Bey drops an album, she doesn’t just change the sound in music. She shifts the economy, too.  

While Sheard’s been leading the sash wave, others across the country have joined the hustle. Pennsylvania-based Steven Austin has been selling fans emblazoned with Cowboy Carter catchphrases. In Florida, Elle Garrett’s been handcrafting 20 to 30 custom sashes nearly every day since the tour announcement.  

“Anytime she has been out and about with the music from this album, I see a spike [in sales] almost every time,” Garrett says. “Once she announced the tour, it's been constant since then.” 

Garrett describes herself as a casual Beyoncé fan—or at least she was. But since the announcement, she’s come to better understand the artist’s gravitational pull. She’s received several personal notes from customers explaining their connection to Beyoncé and why they’re so grateful to get one of her handmade sashes with their name on it. One customer shared how Beyoncé’s music helped her through heartbreak. For Garett, who’s more of a crafter than a music buff, the emotional weight of these purchases came as a surprise.

“I’ve always known that people love music, but I don't know if I fully appreciated just how much they feel bonded to them,” Garrett says. “They’ll tell me their stories of how much they love her, the first time they heard her music, and why they want to go to this concert. Since I'm not a huge music person, I don't know that I ever appreciated just how much people feel connected and validated by her.” 

For Sheard, the surge in demand was more than just good timing—it was a lifeline. Just a year ago, she was unsure if her business would survive. As a self-described “founding member” of the Beyhive, she says she couldn’t be more grateful for the support that’s lead to her hiring temporary workers to keep up with the wave of orders.  

“When I get online and I talk to our audience, I feel like I'm talking to my people, because I know Beyoncé inside and out,” she said. “They know Beyoncé inside and out. We're talking about all the inner workings. It's just building community by way of these sashes. We've been seeing some very interesting names come through, but we’re so excited.” 

Of course, even for die-hard fans, outfitting themselves for the tour can be a challenge—particularly on a budget. Alexia Hall, a lifelong member of the hive, was lucky enough to attend the Renaissance Tour for free. This time, she wasn’t.  

“I survived the pre-sale, but I was really stressed about it,” Hall says. “It felt like everybody had a ticket except me. I think this was way harder than I've ever had to get tickets for Beyoncé, and it was very hellish.”

Now that she’s got her seat secured, she’s focused on building the perfect outfit—ideally without spending more than $100.  

“This album was more than a country album because it really stretched genres,” she says. “I think that the outfits themselves are going to stretch genres, and that's why I think it’s been hard for me to get an outfit together. I want to keep that southern essence to my outfit, but I also want to pay respect to the Black southern people so it doesn't look like I'm wearing a costume.” 

Meanwhile, retailers like Austin are balancing booming business with the risk of crossing legal lines. Selling Beyoncé-inspired merch comes with its own set of challenges—namely avoiding copyright infringement.  

“You really have to be careful with how you present items, searching trademarks, searching copyright, and really just making sure you don't mess with anybody,” he says. “We don’t want her organization coming after us. We're just a little shop. We certainly can't fight Beyoncé.” 

As the tour makes its way around the country, fans and entrepreneurs alike are getting ready to show up and show out—one sequin, sash, and cowboy hat at a time.