Christmas theatre outings represent a cherished tradition for countless families, yet festive productions can rank among the most expensive entertainment of the year. For this reason, it’s essential to master some straightforward techniques to secure the finest bargains.
Ben Jackson, founder of SeatPlan, the booking platform that helps you find the best-value theatre seats with real seat-view photos, shared the top insider tricks for getting the best deals this Christmas and, if you follow a simple method, you may just be able to strike it lucky.
Unlike airline tickets, there’s no magical Tuesday-afternoon moment when theatre prices suddenly drop. Nevertheless, by adhering to some basic principles, there are methods to obtain more affordable theatre tickets.
« Big shows don’t change massively day-to-day, » said Ben. « There’ll be the odd single-seat discounted or sections shifted between price bands, but it’s not predictable. »
Rather, the most substantial savings arise from booking either exceptionally early or remarkably late. « If you’re set on going, early-bird deals months in advance usually offer the best value, » Ben added.
When are the cheapest dates?
Strategic timing within the production’s schedule is where genuine savings materialise. « Previews at the start of the run are great for getting into the festive spirit early and avoiding huge crowds, » Ben explained.
« And, after Christmas itself, prices often drop because it’s harder to sell festive shows. » The price variation can be enormous.
For Elf at the Aldwych, tickets early in the run cost under £100, yet climb towards double that amount the nearer you get to Christmas.
Meanwhile, at the Palladium panto, practically nothing sits below £50 until Boxing Day, when more budget-friendly seats suddenly become available.
Should families reserve early or late?
It hinges on what sort of outing you desire. « If it’s a yearly family tradition, book early for the best choice of seats, » said Ben.
« You’ll get the best choice before pricing shifts to match demand. » But for a more casual festive excursion? He said: « You can wait and look for sales or late drops, especially in bigger venues where you’re less likely to miss out. »
Smaller theatres or limited-run productions should always be reserved early, particularly if you care where you sit. Ben added: « Checking real seat-view photos can be eye-opening.
« Some seats labelled as ‘restricted view’ actually offer a perfectly good view of the stage – often much better than you’d expect. » Ben says it’s worth being honest about what you’re really paying for.
Yes, premium seats can be spectacular, especially for big productions like The Nutcracker, but younger children often don’t require a front-row grand tier view to have the time of their lives.
« Sometimes your ballet-mad five-year-old will be just as thrilled simply being dressed up and seeing real ballerinas on stage, » he explained.
« If the magic is the same from a cheaper seat, why pay hundreds more? » To compare value across the entire venue, Ben suggests checking real seat-view photos and reviews on SeatPlan.
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