January is a peak time for securing theatre tickets, but it is also the month when audiences are most likely to end up disappointed with their purchases, according to industry experts. The combination of post-Christmas sales and gift vouchers burning a hole in pockets leads many to make rushed, poor-value decisions they would avoid at other times of the year.
The January Booking Trap
Ben Jackson, founder of the ticket platform SeatPlan, explains that the core mistake is a focus on urgency over experience. "In January, people are focused on snapping something up quickly," he said. "They see a low price and rush to book, often without checking whether the seat actually offers a good view or whether better options are available for a little more."
This impulsive behaviour contrasts sharply with December, when theatre trips are often planned well in advance for special occasions. The perceived need to use vouchers or grab a bargain creates a false sense of deadline, leading to bookings for shows that weren't a first choice or seats with restricted views.
Why Patience Pays Off for Theatre-Goers
Jackson's key advice is to resist the January impulse. "There's usually a good sale window in February that can be worth waiting for," he explained. "You often have more flexibility, both in terms of price and seat choice."
He personally recommends waiting until a show has opened and reviews are published. This strategy provides a clearer idea of the production and typically offers better seat availability and pricing. For major productions, like the anticipated Paddington show, looking a few months ahead to April or May can reveal a significantly wider selection of seats.
Jackson also suggests broadening horizons beyond the biggest blockbusters. "For the same budget, you might end up with a restricted seat at a blockbuster, or a genuinely great seat at a newer or less-hyped show. January can actually be a good time to explore those alternatives."
The One Check That Prevents Regret
According to the expert, a single, simple habit can avert most booking disappointment: always check the seat view before confirming your purchase.
"Two seats at the same price can offer completely different experiences," Jackson emphasised. He advises using platforms like SeatPlan, which provide real photos from specific seats, or carefully comparing options within the same price band. "Take a moment to compare seat views and prices before booking, that's usually where the real value shows up."
By adopting a more strategic approach and prioritising the view and overall experience over a quick, cheap purchase, theatre enthusiasts can ensure their January bookings lead to a memorable night out, not a letdown.
