The right ticket sales strategy can either boost or undermine your event. While the event's quality is important, ticket sales timing can significantly impact how many people purchase tickets.
In this article, we focus on the psychology of ticket buying and how you can improve your sales strategies using behavioral and economic principles (yes, big words, but simple ideas).
At the end of the article, you’ll also find a sample strategy for a concert with a capacity of around 1,000 people.
How Buyer Behavior Works
Impulsive buying and FOMO (fear of missing out)
People often act out of fear of missing out, especially regarding exclusive or time-limited events. This sense of scarcity can trigger impulsive purchases.
"Limited ticket availability" or "last chance to buy" offers can increase the sense of urgency and prompt buyers to act faster. If you’re targeting a younger generation (e.g., Gen Z), last-minute impulsive purchases are more common among them, so you can benefit from a sales spike right before the event.
Top timing for ticket sales
People tend to buy at certain times when they are more mentally relaxed or inclined toward spontaneous decisions (for example, late at night or on weekends).
If you’ve noticed that most tickets are bought between 10:00 p.m. and 2:00 a.m., focus your promotional campaigns on these time slots. Sending reminders or offering flash discounts during these times can encourage purchase decisions.
In the BOOM Events Workspace, you can see in your order overview what time people buy tickets and adjust your campaigns to target these times of day (or rather, night).
Commitment and consistency
Once people make a small commitment (e.g., signing up for a newsletter or following an event on social media), they are more likely to make a larger commitment, like buying tickets.
Gradually build engagement with potential customers through small steps, such as exclusive content or priority access to event news. As they get more involved, they’re more likely to become paying attendees.
How to Improve Your Ticket Sales Strategy
The fatigue effect of promoting too early
If people see an event repeatedly far in advance, they may lose interest or assume there's no need to buy tickets right away.
Focus on intensive promotion right before the event, especially if you're targeting an impulsive audience like Gen Z. Start building awareness subtly, but concentrate stronger sales efforts in the final weeks or days leading up to the event.
Scarcity and limited availability
Scarcity increases perceived value. If people believe there’s a limited number of tickets available, they’ll act faster.
Use a tiered pricing policy (e.g., early bird, standard admission, VIP) with clear deadlines for each category. Once the cheaper tickets sell out, the limited quantity of the next tier can increase the urgency to purchase those tickets.
Price anchoring
When customers see an initial price, they often “anchor” to the product’s perceived value. A higher price for limited tickets can make subsequent lower-priced offers seem more attractive.
Release tickets for premium packages (VIP) or exclusive products first. Even if many people don’t buy them, setting a high anchor makes standard tickets appear more affordable.
Discounts with a deadline
Deadlines increase urgency, but too many discount opportunities can create a “waiting effect” (customers wait for the next discount instead of buying a ticket right away).
Use time-limited discounts and communicate that prices will rise or tickets will soon run out. Ensure discounts are strategically spaced so people don’t feel they can “wait for a better deal.”
Social proof and crowd influence
People are more inclined to act if they see others doing the same. This is called social proof. Display real-time statistics on how many people are currently buying tickets or show attendee posts on social media. Highlight that others have already joined or that tickets are selling fast, which can motivate quicker purchases.
Post-Purchase Behavior: Keep the Momentum
Sales validation
After someone makes a purchase, they need to feel they made the right decision. This can reduce buyer’s remorse and increase positive feedback.
After purchasing a ticket, send a follow-up message with exclusive event information or interesting content that reinforces their ticket purchase as a great choice.
Tiered sales and offers
A tiered offer creates buzz, and the gradual increase in urgency maintains momentum.
After the initial wave of sales (early bird), you can create further waves of urgency through special promotions right before the event, like flash discounts or promo codes for customers who are still hesitant (and whom you've already hooked through smaller commitments, as mentioned above).
Sample Ticketing Strategy for a Concert with a Capacity of 1,000 Attendees
1. Pre-sales (2–3 months before the event)
At this stage, the goal is to build awareness of the event and spark curiosity without overwhelming the audience too early.
Teaser campaign
On social media and in newsletters, start with a teaser to generate interest in the event. Use intriguing phrases like “Save the Date” or “Big announcement coming soon.”
Exclusive pre-sale
Offer early bird tickets (10–20% of capacity) at a discounted price for a limited time. Create a sense of scarcity and time pressure: “Only 100 early bird tickets available until March 15th!”
2. Main campaign phase (6–8 weeks before the event)
Now release the big sales and use this period to push the awareness.
Main pre-sale start
Start the main sale with several pricing tiers (e.g., general admission, VIP, group discounts). Use tiered pricing and gradually offer higher-priced tickets.
Flash sales
Offer time-limited discounts, like a 24-hour flash sale, to boost sales: “Flash Sale! 20% off tickets this weekend only!”
Social proof:
Regularly update information on social media: “500 tickets sold!” or “Only 200 tickets left!”
Remarketing campaigns:
Targeted ads on Meta (Facebook/Instagram) and Google for those who showed interest but haven’t purchased yet: “75% of tickets left, buy now before prices go up!”
3. Final push (2 weeks before event)
In this phase, it is important to create urgency and sell out the rest of your tickets.
Scarcity marketing
Regularly announce how many tickets are left: “Only 100 tickets remaining!” Urgency can encourage impulsive purchases.
Mailing campaigns
Send reminders to people who haven't purchased yet and offer them time-limited offers.
Backstage content
Share some backstage content (preparations, interviews with promoters etc.) on social media to maintain audience attention.
Influencers and social buzz
Cooperate with influencers to generate final excitement wave with live videos or countdowns.
4. Day D or the day before
Use the power of social media and sell some last-minute tickets.
Blitz on social media
Update your tickets information on social media in real-time: "Tonight! Only 50 tickets left."
Last-minute offers
Offer lower prices for last tickets moments before your event: "10 % sale for remaining tickets. We start in 2 hours!"
5. Post-event follow-up
Plan ahead and do not wrap up straight away after your event ends.
Thank-you emails
Send out thank-you emails with exclusive content, such as photos and videos from your event.
Teaser for your next event.
Offer your biggest fans (so every fan, actually) an amazing ticket price for your next event.
Understanding human psychology to adjust ticket sales timing can surely improve your strategies and bring in more fans. So start using them for your next event and let us know how it worked out for you!
If you need any more help with your ticket strategies, please contact our amazing Vanda. Read more tips on event organization and marketing, such as the power of storytelling, how to make your event more sustainable or what are the best online tools for workshop promoters.