Holiday Ticket Purchase Behavior

Optimizing Ticket Sales Around the Holiday Season

As we approached late December, we anticipated a mix of trends in ticket sales. While we expected a lull as people focused on travel and spending time with loved ones, we also wondered how this might be offset by gift purchases and New Year’s Eve planning. Here’s what the data revealed and what it means for live entertainers.

The Numbers Speak

Predictably, Christmas Day saw a noticeable dip in ticket purchases, with activity quickly rebounding the following day. However, December 30 emerged as an unexpected outlier, recording the lowest ticket sales of the entire month—and one of the lowest of the entire year. The only day that rivaled this slump in recent memory was Thanksgiving Day.

Key Takeaways for Event Promoters

1. Avoid show promotion on Holidays Without Events Major holidays like Thanksgiving and Christmas, when no events are typically scheduled, tend to be poor days for ticket sales. These occasions are best reserved for recharging and enjoying time with friends and family. Use this downtime wisely instead of pushing ticket sales that likely won’t gain traction.
2. Capitalize on Post-Holiday Momentum Ticket purchases tend to surge immediately following holidays. Leverage this trend by scheduling your most compelling marketing content for the days right after major holidays. Whether it’s targeted email campaigns, social media ads, or organic posts, having strong, engaging content ready to go can significantly boost sales.

Planning Ahead

As you map out your content and sales strategy, keep these patterns in mind. Understanding the natural rhythms of consumer behavior can help you maximize your efforts and drive better results. By timing your campaigns effectively, you’ll not only sell more tickets but also work smarter, not harder, during the holiday season.