Price tactics are a proven way to drive demand for your events. With Price Changes, you can set up pricing strategies for your tickets based on a schedule or number of tickets sold, for example to promote an Early Bird offer. This helps you maximise your ticket revenue and avoid underselling your tickets at lower prices.
You can easily set up a ticket to offer different price points over your sales window. Examples:
Set up a Super Early Bird offer for the first 100 participants to book your ticket, and then automatically change to an Early Bird price for the following month
Schedule a Limited Time offer sale for a short period
Promote a final Last Chance to Buy price with a banner in the checkout
Benefits:
Set up price changes based on a schedule, or number of tickets sold, or a combination of both conditions.
Once set up, price changes will activate automatically, so you don’t have to take any manual actions
Automatically display urgency banners in the checkout to drive sales
Setting up a price change
First, follow the steps to add a race and a ticket.
In the ‘Pricing & Availability’ section, you’ll first add your ‘Ticket standard price’ which will be the general release price for your ticket:
Scroll down to the ‘Price Changes’ area. Here you can add the first price change:
When should this price change begin?
You can specify the date and time you would like the price change to take effect.
When should this price change end?
You can choose to end the price change based on how many tickets have been sold at that price, and/or by a specific date and time. If you select both conditions, the price change will end as soon as one of them happens.
Ticket display options
You can choose a label to apply to your price change. This will display as a banner on the checkout ticket. Additionally, this will categorise your price change for your internal performance reports.
You have the option to display a custom ticket name and description. This will override the default ticket name and description.
You will see a list of all the price changes you have set up. After adding the price change, remember to press ‘Update’ and ‘Save’ at the bottom of the screen to save the setup to your ticket.
Once a price change becomes active in the checkout, an ‘Active’ banner will display next to the price change in the list:
We'll send you an email when a price change is about to end, so that you can make any preparations for your marketing messages.
Adding multiple price changes
After adding the first price change, you can add additional ones. From the ‘Price Change’ section, press ‘+ Add a price change here’ or press the triple-dot menu to select ‘Add Before’ or ‘Add After’ if you’d like to add one earlier or later in the sequence.
⭐️ Tip: set your next price change to start “immediately after the above one ends”
When setting up subsequent price changes, you will have the option to start the next price change immediately after the first one ends, to ensure there is no time gap between them.
This will ensure the next price change can start automatically after the previous one without having to plan a specific date (for example, if you choose to end the previous one ahead of schedule, or if it sells out quickly).
Caveats:
ℹ️ Price changes cannot have overlapping dates When adding a price change, you won’t be able to select dates that overlap with other existing price changes. We recommend setting up price changes to “start immediately after the above one ends” so that price changes can start automatically after each other without needing to be specific about the dates.
⚠️ If there is no currently active price change, the ‘Standard price’ will be shown in the checkout For example, if a price change is set to end once 100 tickets are sold, and the next price change is scheduled to begin 2 weeks in the future, the ticket will revert to the Standard price in the meantime.
Read the below SETUP EXAMPLES section for guidance on how to set up different styles of price strategies.
Editing a price change
If the price change is not yet active (eg. not yet shown in the checkout)
You can:
Edit the price change
Delete the price change
If the price change is active (eg. it’s currently live in the checkout)
You can:
End early
Add after
Once a price change becomes active, it’s not possible to delete it or edit it directly - this is to ensure that historic reporting data doesn’t get modified after customers have purchased tickets. However, by pressing Edit, you will be given the option to end the current price change early, and create a new price change that can become active immediately.
⚠️ Once a price change is deleted or ended early, it can’t be reversed.
This is to prevent potential clashes with any currently active price changes. However, you always have the flexibility to add another price change or edit upcoming ones.
Checkout experience
If you have at least one price change active, a ‘Limited Time Offer’ banner will be displayed on the event page:
When the customer navigates to the ticket selection page, active price changes will be displayed with banners on the ticket, to help drive attention and a sense of urgency:
If a price change expires during a customer’s session, we’ll show them a notification during the checkout that the prices have updated. They can choose to continue with their checkout session with the new ticket prices.
To prevent overselling tickets at specific prices, a customer will be blocked from adding more tickets to their basket than there are available. For example, if there are only 2 Early Bird prices left, a customer would only be able to add up to 2 to their basket. Once the price change expires, customers can start a new checkout session to add more tickets at the new price if available.
Using price changes with other Let’s Do This features
Duplicating a ticket
Currently it’s not possible to carry over a price change setup when duplicating a ticket.
Renewing or copy an event
Price changes will not be carried over when renewing or copying an event, as the event dates (and therefore the ticket dates) will change.
Reporting
We’ll soon be releasing a new Report to help you track the current activity around price changes and how many tickets have been sold against it.
Reserved Entries, Discounts, Bulk Buy pricing
Reserved Entries, Discounts, Credits, Bulk Buy and Multibuy will all take any active price change into account.
Price reduction tactics (eg. bulk buy discounts or discount codes) will be additive, eg. they can be applied on top of the active price change.
Reserved Entries and additional discounts will reflect any active price changes.
If you would like Reserved Entries or price discount tactics to ignore ticket price changes, you can instead set up separate / hidden tickets.
Refunds and cancellations
These will take into account any price change that the customer purchased at.
Refunding or cancelling a ticket will NOT increment the number of tickets available to purchase at that price. For example, if a customer receives a refund an Early Bird ticket, and the Early Bird price change has has already expired, we wouldn’t re-open Early Bird price even though one ‘Early Bird’ ticket has now been refunded. However, we’ll increment the overall event/race/ticket capacity since there is one fewer participant on the startlist now.
Setup examples
Date-based price changes, moving into general pricing
The video shows this pricing strategy example:
Super Early Bird (First two weeks at £30)
Early bird (Second two weeks at £40, with a cap of 200 tickets)
General release until the ticket sales close
Price changes with limited quantities available, plus a final sale of discounted tickets
The video shows this pricing strategy example:
Super Early Bird at £30 (up to 100 tickets)
Early Bird at £40 (up to 100 tickets)
General release at £50
Final week sale of any remaining tickets at a discounted £20
Closing ticket sales between price changes
You may consider phasing your ticket sales into limited-time periods. The video shows this pricing strategy example:
Super Early Bird - October 19 - 31 at £30
Early Bird - November 14 - 21 at £40
General entry - December 1 - January 1 at £50
Last chance to buy - January 7 - 14 at £20
Closing the ticket between these periods can’t be set up automatically, but you can manually modify the ‘Ticket Sales Open’ and ‘Ticket Sales End By’ dates to set the next sales period. After the first sales period ends, you can then update these dates to your next sales period.
Inserting a new price change in between existing ones
If you have already set up a sequence of price changes and would like to insert a new price, you can use the ‘Add before’ or ‘Add after’ option to do this.
You’ll only be given this option if there is enough of a time window between two existing price changes to insert a new one, so that price change dates don’t overlap.
If not, you can edit the existing price change dates first, to ensure there is enough of a time window to add a new one.