INDIANAPOLIS -- The Taylor Swift takeover in downtown Indianapolis has officially begun.
Swift's official Eras Tour merchandise went on sale Wednesday morning in the Indiana Convention Center.
Known worldwide for high demand and long lines, Swifties started the line at 4:45 Wednesday morning. The first fan in line waited more than five hours for the merchandise vendor to open at 10 a.m.
”I came with my beach chair this morning," said Lindsay Ray. "I got here at 7 o'clock and sat there right around the corner and read and listened to some music and waited for the doors to open."
Ray, a Taylor Swift fan living in Center Grove, said she was the 41st person in line and the three-hour wait didn't bother her.
”People were playing music, making bracelets, doing all the things," Ray said. "It was fun. It went by pretty quick, actually."
This is the first time the Indiana Convention Center has ever hosted a merchandise event of this style. With no prior experience, they've looked at other cities that have hosted Taylor Swift.
"We do have a few hints," said Monique Wise. "We looked at New Orleans and Florida, and they had huge numbers, so we're expecting anywhere from 50,000 to 100,000, even 200,000."
Wise is the director of sales and marketing for the convention center and Lucas Oil Stadium.
”Everyone is excited," she said. "Even if you don't have a ticket, you can still come down here and purchase some merch and really be a part of everything. This is what Indy does, we're used to crowds, we're used to unique events."
Fans wanting to buy some Taylor Swift merch can enter the convention center through the main doors at Georgia Street and Capitol Avenue. Once inside, a line starts in the hallway that will take fans through weapons detectors and a bag search.
From there, fans will go into the first exhibit hall. This is completely dedicated to getting fans into one long line for the next exhibit hall which is where the merchandise is. Through Wednesday, this hall did not have to be used much after the initial rush.
”This was smooth," Ray said. "It went quick, there are plenty of people in there helping and working."
Once inside, Swift fans got their choice of multiple merchandises from t-shirts, sweatshirts, hoodies, water bottles, posters and friendship bracelets. One cashier said the biggest purchase he'd seen was $1,400.
”One of everything," said Jenny Oskey, a Swift fan from Ohio. "Three bags. Sweatshirt, t-shirt, tapestry, poster, bracelet, water bottle."
Oskey and her husband are ready for night one of the Eras Tour in Indy.
”She's a big Swifty fan, I'm a Swifty hubby, and we're here to take it all in," said her husband Brian Oskey.
Oskey was proudly wearing a "Tortured Wallets Department" shirt, a play off of one of Swift's most recent albums, "Tortured Poets Department."
Fans saw this as a day to take advantage of before more concertgoers arrived as the week went on.
”I figured more are going to show up throughout the week, so I figured this day was the best to go," said Dustin Sutherlin, a Taylor Swift fan from Greencastle.
Sutherlin also walked away with a haul of new merch.
”It's a once-in-a-lifetime tour, so you have to," Sutherlin said.
He and his mom Vicky also went all through downtown finding all 32 Taylor Swift street signs. Sutherlin said they're impressed with how Indy is welcoming the pop star and her fans.
”It makes us proud to be Hoosiers," Sutherlin said.
Fans will have their chance to buy Taylor Swift Eras Tour merchandise from 10 a.m. to 8 p.m. Wednesday and Thursday and Noon to 8 p.m. Friday and Saturday.