Ticket sales are slow: 12 things to do in the final fortnight
In this guide
If ticket sales are slow with two weeks to go, focus on the people most likely to buy: past attendees, people who clicked but didn't buy, and the artists' own fans. Then give them a specific reason to act now, such as a group deal, a deadline or new information, and make buying as easy as possible. Slashing prices publicly is usually the last resort, not the first.
Slow sales are common, and a quiet campaign doesn't always mean a quiet night. Many crowds buy late. But you can't rely on that, and the last fortnight is when your actions have the most effect.
Key takeaways
- First work out why sales are slow: awareness, price, date, lineup or friction at checkout.
- Your warmest audience (past attendees and engaged contacts) is the fastest route to extra sales.
- Give people a reason to buy now, not just a reminder that tickets exist.
- Avoid public discounts that punish people who already bought. Targeted offers are safer.
- Whatever happens, record what you did and what worked for next time.
First, diagnose the problem
Before you start sending messages, spend twenty minutes finding out what's actually wrong. The fix depends on the cause.
| Symptom | Likely cause | Where to focus |
|---|---|---|
| Few clicks on your links | People don't know about it | Reach: artists, street team, ads |
| Plenty of clicks, few sales | Price, checkout or the page itself | Offer, page, checkout test |
| Your list opens but doesn't buy | The message, the timing or the lineup | Message angle, a deadline |
| Sales from regulars only | No new audience reached | Artists' fans, partners, ads |
| Sales steady but behind your usual curve | Late-buying crowd, or a busy weekend | Final-week urgency |
Also check the basics. Buy a ticket yourself on a phone. Is the link working? Is the price clear? Does the page say what time doors open? It's surprising how often a broken link or confusing page is the real problem.
The 12 things to do
1. Message your past attendees directly
People who came to a previous event are your most likely buyers. Pull a list of past attendees who haven't bought this time and send them a short, personal-sounding message. Mention the last event they came to if you can. If you need to build this list, see how to get ticket buyers to come back.
2. Follow up with people who clicked but didn't buy
If your email tool shows clicks, send a follow-up to everyone who clicked the ticket link in the last email but hasn't bought. They were interested enough to look. Something in the way stopped them: price, timing, friends not sure. Ask, or give them a nudge.
3. Get the artists posting properly
Artists often post once at announcement and then stop. Send each artist a fresh set of assets and a tracked link, and ask for something specific: "Could you post a story on Wednesday evening and again on the day?" A short video of the artist talking about the show often does more than a flyer.
4. Launch or relaunch your street team
If you didn't run a street team, it's not too late to recruit a handful of people with their own links and a clear reward. If you did, share the leaderboard, add a prize for the top seller this week, and remind reps that group bookings count. See street teams for events.
5. Create a group offer
Club nights and gigs are often decided in group chats. A group ticket (for example, four tickets for a set price) gives one person a reason to sort out their friends. It also avoids a general discount, so existing buyers don't feel cheated.
6. Set a real deadline
A deadline is one of the strongest reasons to buy. If you have a ticket tier, announce when it ends. If not, make one: "Advance price ends Thursday at midnight. On the door it'll be £X." Only use deadlines that are real, and stick to them.
7. Give people new information
Each message needs something new. Options include:
- Set times or a timetable.
- A newly added support act or a surprise guest.
- A second room or extended hours.
- A merch drop or a limited item for early arrivals.
- A video or mix from the headliner.
"Tickets still available" is not news. "Set times are out" is.
8. Use SMS or WhatsApp for your warmest contacts
Texts get noticed. For contacts who have agreed to receive marketing texts, a short message a few days before a deadline can move people who've ignored emails. Keep it to one line and a link, and don't overdo it: one or two marketing texts per event is plenty for most lists. For the rules, see SMS marketing for events in the UK.
9. Retarget people who've already shown interest
If you use paid ads, show the event again to people who visited your ticket page or engaged with your posts. This is usually a better use of a small budget than trying to reach strangers in the final fortnight. You can also build an audience from your own list of past attendees, with appropriate consent.
10. Partner with someone who has the audience you need
Think about who already reaches your crowd: a student society, a record shop, a radio show, a local brand. Offer them a code for their audience, or a pair of tickets for a competition. Keep it simple and trackable. If you share data with a partner, be clear about who is responsible for it.
11. Reply to every comment and DM fast
In the final fortnight, people ask questions: "Is it 18+?", "What time does it finish?", "Is there a cloakroom?" Every unanswered question is a potential lost sale. Reply quickly with the answer and the ticket link. If you get a lot of these, see turning Instagram comments and DMs into ticket sales.
12. Fix the friction
Small things put people off buying:
- A ticket link that goes to a general page instead of the event.
- Booking fees that only appear at the last step.
- No clear set times or finish time.
- No information on age policy, accessibility or travel.
Fix what you can. Put the key facts (date, doors, finish, age policy, price) right at the top of every message.
What about discounting?
A public price cut is tempting, but it has costs:
- People who already bought feel cheated, and they're your most loyal customers.
- It teaches your crowd to wait for a discount next time.
- It can make the event look like it's failing.
If you need to move tickets on price, there are better routes:
- Targeted codes for specific groups, such as students or a partner's audience.
- Group tickets, which feel like a deal for friends rather than a markdown.
- Bundles, such as a ticket with a drink or merch item.
Whatever you do, don't introduce a cheaper price and then call it the "last few early birds".
When to accept a smaller crowd
Sometimes the show simply won't sell to capacity. In that case:
- Think about how to make the room feel full: closing off a section, moving the bar, or using a smaller room in the venue.
- Use a modest number of guestlist places to fill the space early, but only if they won't replace paid sales. See guestlist management.
- Make the night good regardless. A great night for a smaller crowd still builds loyalty.
After the event: write down what you learned
Record:
- When sales came in, week by week.
- Which messages and channels drove sales.
- What you'd change: date, lineup, price, lead time.
In Backline, you can import buyers from your ticket platform and tag them by event, so next time you're starting from a list of people who've already said yes once.
Frequently asked questions
Why are my ticket sales so slow?
The usual causes are low awareness, a price or date that doesn't suit your crowd, a lineup that isn't strong enough on its own, or friction at checkout. Check your link clicks against your sales: few clicks points to awareness, while lots of clicks with few sales points to price, page or checkout.
Should I lower ticket prices if sales are slow?
Usually not publicly. A public price cut annoys people who already bought and teaches your crowd to wait. Targeted codes, group tickets or bundles are safer ways to move tickets on price without undermining your earlier buyers.
Is it normal for ticket sales to pick up in the final week?
Yes, for many events a large share of sales comes late, especially for club nights and local gigs. But it varies by scene and city. Compare against your own past events at the same point so you know whether you're genuinely behind or just following your usual pattern.
What is the fastest way to sell more tickets?
Contact people who are already warm: past attendees, people who clicked but didn't buy, and the artists' fans. Give them a specific reason to act now, like a deadline, a group offer or new information. That usually works faster than trying to reach strangers.
How many reminder messages are too many?
There's no exact number, but a sudden burst of messages often leads to unsubscribes. Make sure every message has something new in it. For texts, one or two marketing messages per event is a sensible ceiling for most lists.