A theatre ticket expert has shared eight insider tips for saving money when seeing a show this Christmas, including the best day of the week to book. Ben Jackson, founder of SeatPlan, an online platform that helps theatregoers find the best seats, revealed the hacks to help festive spending go further.
Best day to book
Mr Jackson said Tuesday performances, both evening and matinee, have much lower demand than weekend shows. "Friday and Saturday evenings, and weekend matinees, are generally the most in demand – and therefore, most expensive – times to visit the theatre," he said. "Prices typically rise as the week builds towards the weekend, whereas Tuesdays sit in a quieter part of the theatre economy."
He added that West End production tickets are typically put into bands that can be moved due to availability and demand. "On Tuesdays, less demand means that more seats can stay in the original pricing band for longer, rather than being pushed higher," he recommended. "The lower Tuesday prices are reflected in both matinees and evenings, and are seen in and out of term time – even family shows in the holidays are more affordable on a Tuesday."
Check city events and 'price fatigue'
Mr Jackson advised researching what else is happening in the city before committing to a date. "Many tourists want to fit in as many things as possible during their trip, and if another major event is happening in the city, theatre ticket prices can rise," he said. "A quieter time in the city can mean lower prices." He also suggested considering other attractions, such as Christmas markets, to make the most of the day.
He noted that when a production has been running for a long time without selling out, better seats that were once out of budget can be lowered. "Selling tickets for a lower price is better for the theatre than selling none!"
Compare fees, cast changes, and views
Mr Jackson advised comparing booking fees, not just ticket prices. "When comparing ticket prices, remember that the price you see isn’t always what you’ll end up paying; booking fees, optional extras, and transaction charges can quickly add up – especially when booking for a family," he said. "Always check the final price before booking, and compare official ticket sellers as some may have less fees than others."
He also suggested looking for cast changes. "If a well-known actor is leaving the cast, the final performances can be very expensive," he said. "However, the first few weeks featuring the new cast can have more availability and possibly lower prices – even though the production hasn’t changed much and will be a performance that is just as strong!"
On restricted view tickets, he explained that the view might not be restricted at all if the show sticks to the middle of the stage. "Restricted view tickets can sometime mean just a corner of the stage is hidden, but you can still enjoy 99% of the production for less," he said. He directed people to SeatPlan for audience photos, and mentioned other platforms like A View From My Seat and TodayTix for lottery and discounted same-day rush tickets.
Cost per hour and merchandise
Mr Jackson encouraged looking at run time to work out value for cost. "A ticket that costs £90 might seem expensive at first, but if it’s for a three hour, action packed musical, it could have a better value than a £60 ticket for a 90 minute play," he said. "Dividing the cost by the production’s running time can help you compare different shows and see which might give you the best value overall."
Finally, he advised avoiding merchandise until after the show. "If you’ve all the performance, a programme or souvenir can be a perfect way to remember the day. If not, you’ve avoided an unnecessary £20 impulse buy that you might not look at again."
