Discussion Session: Holiday Promotions (September 23, 2025)
In this session, we discussed themed offers, flash sales, gifting, and bundling. It’s never too early to start planning for the holidays.
Here's a video recording of the session along with a summary of what was discussed.
The holiday season, from Halloween through New Year’s, is one of the most dynamic times to boost ticket sales. Families and groups are already looking for ways to celebrate, and creative promotions can turn seasonal excitement into revenue.
Make Flexibility the Centerpiece
One of the strongest themes from the conversation was the importance of flexibility. Buyers want choices, especially when purchasing tickets as gifts. Offering multi-packs with selectable dates, gift cards or flex money, and tiered options ensures that fans can adapt the experience to their own schedules.
Flexibility also extends to pricing. Creative strategies - such as limited-time offers, no-fee days, or early-bird discounts - help capture different buyer segments. Teams have even found success designing clever promotions tied to dates or numbers, such as $31 Halloween tickets or 31-hour flash sales.
Bundle, Partner, and Add Experiences
Bundling is a holiday staple. Think beyond tickets to include food and beverage vouchers, holiday-themed merchandise, or exclusive experiences. Some venues have partnered with haunted houses, light festivals, or Uber to create joint offers that extend the holiday spirit.
In one case, a hockey team offered Uber credits with ticket packages, helping fans travel safely during the festive season. Others tied in holiday activities, like school choirs singing in the concourse before shows, turning the event into an experience before it even starts.
Build Promotions Around Seasonal Moments
Different holidays bring unique opportunities.
- Halloween: spooky savings, mascot dress-up contests, and themed game nights.
- Thanksgiving: “Friendsgiving” packages with bundles of 10 tickets and meal vouchers.
- Black Friday & Cyber Monday: time-sensitive flash sales, rising-hour pricing, or brand-specific spins like the Nashville Predators’ “Gold Friday” and “Sabre Monday.”
- December Holidays: white elephant ticket promotions, “Sing for Santa” choir nights, and charitable tie-ins such as “Tickets for Turkeys.”
Each seasonal theme makes fans feel like they’re part of something special, encouraging both impulse buys and group sales.
Tie Promotions to Giving Back
The holidays are also a season of generosity. Promotions that give back to the community resonate deeply. Examples include:
- Donating a turkey for every set of tickets purchased.
- Creating promotions where tickets are automatically given to underserved youth.
- Partnering with food banks, soup kitchens, or local nonprofits for themed charity nights.
These campaigns not only drive sales but also strengthen the brand’s reputation as a community partner.
Engage Out-of-Season Fans and Season Ticket Holders
Clubs that are out of season during the holidays face a unique challenge. Creative solutions include:
- Flash sales for next year’s season tickets with special gifts or add-ons.
- Family photo days at the stadium, turning ticket deposits into a holiday keepsake opportunity.
- Pairing future provisional ticket packages with instant rewards, like merchandise credits or invitations to local holiday festivals.
These strategies give fans something tangible to enjoy now while reinforcing their long-term commitment to the team.
