December is the most expensive month to book and attend West End shows, with ticket prices 17% higher than the yearly average, brand-new data reveals.
With The Stage reporting that theatre ticket prices have increased across the industry and a previous YouGov study finding cost is a key barrier to Britons attending theatre shows, many are keen to find ways to buy tickets without breaking the bank.
LondonBoxOffice.co.uk, a leading West End theatre ticket agency, has analysed internal sales data to identify the cheapest and most expensive months of the year to buy theatre tickets.
When assessing the past 12 months, December was found to be the costliest month to book shows, with tickets costing 16.54% more than the yearly average. Tickets sold for shows running in December were also the priciest, being 14% higher than the cheapest month, September.
Thibaud Defretiere, Managing Director of LondonBoxOffice.co.uk, said: “Theatre ticket pricing often reflects the off-peak and peak periods to try and maintain a steady stream of customers and ensure productions can run sustainably through the year.
“December is clearly a peak spending month, with many splurging on theatre tickets to give as Christmas presents or attend as a festive activity. The pricing often reflects the demand in busy periods.”
To help theatre fans save on their festive bookings, LondonBoxOffice.co.uk has provided the following five tips:
1) Book as far ahead as possible
The research uncovered that most theatregoers buy their tickets within a month of the performance taking place. The data found that half of the LondonBoxOffice.co.uk customers bought their tickets within 21 days of the performance, while 7% made the purchase the day before and 9% on the day.
While October and November were found to be 10% and 11% more expensive than the yearly average, the findings showed tickets were still around 5% cheaper to buy than in December. So, customers still have time to make savings on their December showings.
2) Start your festivities early
Elf the Musical continues to be among the favourite festive productions, and when looking at the prices through December, tickets increase as performances near Christmas Day.
On 1 December, ticket prices for Elf the Musical start at £51, whereas during the week before Christmas, prices started at £90. For the Christmas Eve show, prices reached a staggering £354.
3) Keep the festivities going
If you’re not ready to get into the Christmas vibe in early December, you could instead continue the festivities in the new year. The seasonal comedy, Christmas Carol Goes Wrong, from the production team behind The Play Goes Wrong, is playing just eight shows between 21 and 30 December, with starting prices ranging from £66 to £150. However, the production is due to run from 6 to 25 January, with ticket prices starting from £25.
4) See a show that isn’t a Christmas story
While many choose to view a Christmas tale to get into the spirit of the season, there are many family-friendly productions to choose from at a lower cost. For example, Disney’s Hercules Musical and Back to the Future the Musical are both extravagant productions, based on nostalgic films, with prices starting at £35 and £23, respectively. As these productions aren’t Christmas-specific and don’t have limited runs, tickets are available at a much lower rate.
5) Book gift tickets for a lower cost month
The research found that September is the cheapest month to attend theatre productions, with average costs being 14% cheaper than in December. So, if your giftee can wait for a longer period before attending the show, you’ll likely find tickets for a lower price and have something in the diary to look forward to.
