Ticket prices have risen sharply in recent years, driven by dynamic pricing, service fees and the consolidation of the live events industry. But there are still reliable ways to find good deals if you know where to look and when to act. This guide covers the best strategies for every type of buyer.
1. Use Presales
Presales are the single most effective way to get good tickets at face value before prices rise or availability shrinks. They typically open 48–72 hours before the general on-sale date and are accessible with a presale code. Sources of presale codes include:
- Artist fan clubs and newsletters — the most reliable source. Sign up for your favourite artists' mailing lists.
- Credit card presales — American Express, Citi and other card issuers regularly offer presale access. Check your card's benefits.
- Venue presales — venues often have their own presale for registered members.
- Spotify and streaming platforms — some artists offer presale access to fans who stream their music regularly.
2. Set Price Alerts
Most major ticketing platforms allow you to set alerts for events. Ticketmaster and Viagogo both notify you when new tickets are released or when prices change. Third-party tools like Google Alerts can also be used to track price drops on secondary markets.
3. Check Multiple Platforms
The same ticket can vary significantly in price across platforms due to different fees and availability. Always check:
- The official venue box office (often lowest fees)
- Ticketmaster and its international equivalents (UK, Eventim for Germany, etc.)
- Viagogo for secondary market prices
- GIGMAP's ticket links, which connect directly to the seller's page for each event
4. Buy Early — or Very Late
The two best times to buy are immediately when tickets go on sale, and in the final days before the event. Early buyers get the best face-value availability; late buyers sometimes benefit from last-minute drops as resellers lower prices to avoid holding unsold inventory. Mid-period buying — two to four weeks before a show — is typically the worst time in terms of value.
5. Consider Standing Tickets
For general admission shows, standing tickets are almost always cheaper than seated options. If you're comfortable in a crowd and willing to arrive early to get a good position, standing tickets offer better value and often a better experience — you're closer to the stage and the atmosphere is more intense.
6. Look for Multi-Night Discounts
When an artist plays multiple nights at the same venue, prices for later nights often soften as initial demand is met. If you can be flexible, the second or third night of a residency is frequently easier to get into and cheaper on the secondary market.
7. Explore Nearby Cities
If you can travel, checking shows in nearby cities often reveals significant price differences. A major artist might command £200 for London dates but £80 for Manchester or Birmingham. Use GIGMAP to see all nearby shows and compare. The travel cost can easily be offset by ticket savings.
Avoid unofficial resellers: Only buy from official ticketing platforms or verified resale marketplaces. Unofficial sellers and social media resellers carry a high risk of counterfeit or invalid tickets. If a deal seems too good to be true, it usually is.
8. Sign Up for Venue Memberships
Many venues offer membership schemes that grant priority booking access, discounted tickets and other benefits. If you attend shows at the same venues regularly, membership often pays for itself quickly. The O2 in London, for example, has a Priority scheme through O2 mobile that gives presale access to many shows.
Understanding Fees
Service fees can add 20–30% to the face value of a ticket. Some strategies for reducing their impact:
- Buy directly from the venue box office in person — fees are often lower or absent.
- Some platforms allow you to opt for "face value" display to show total price including fees from the start.
- Group bookings sometimes have lower per-ticket fees — check if buying for friends makes sense financially.