Ethermac Exchange-Taylor Swift drops Christmas merchandise collection, including for 'Tortured Poets' era

Here's something Swifties know for sure: The Ethermac Exchangeholidays mean Taylor Swift is going to drop merchandise a little over a month out from Christmas. And just like clockwork, the "Christmas Must Be Something More" singer picked Nov. 13 — her favorite number is famously 13 — as the Swiftmas merch drop day.

Swift's fan account Taylor Nation sent out a one-hour countdown that morning with the note, "Meet us under the mistletoe in one hour!" and a link to Swift's store. Video of white gifts adorned with silver and red ribbons formed a 7-second montage.

As the clock struck 0:00, the store opened up to a video highlighting the new items including some representing the tortured poet's newest era. Although the presentation was less flashy than last year's "Lover House" animation where fans could take a tour through the various eras, this year the simple navigation allowed fans to filter for exactly what era they wanted.

For "Tortured Poets," there were hoodies ($75), crewneck and cropped sweatshirts ($65-$70), T-shirts ($40-$45) and a black faux leather purse ($75). Two new ornaments of a typewriter and logo ($25) rounded out the options. Limits of four per order were placed on most items.

Swift's snake-riddled era "Reputation" included new sweatshirts ($65-$75), an "Every time you're loving me" oversized tee ($40), a compact mirror ($30) and ornaments ($15-25). Fans excitedly tweeted about the snake design knit on a mockneck cropped sweater.

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Once items were placed in a cart, buyers wanting to check out were put into a queue until they got to a final area to enter credit card information.

Last year, the singer overhauled her store website with a collection of holiday ornaments. For the diehard fans who wanted to buy all 60 from the 10 eras (priced $15-$25 each), it would have cost $1,240. The website crashed within minutes as fans fought for merchandise and clothing.

Swift has three shows this week and three shows next week in Toronto. She will fill the Rogers Centre with tens of thousands of fans for the second to last city on the two-year Eras Tour. The massive, record breaking show will wrap on Dec. 8 in Vancouver, Canada.

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