<< Back to articles


Maximise Sales Opportunities in the Christmas Period for Summer Festivals.

Andy Robertson

The holiday festive season around Christmas and New Year is traditionally a quiet period for summer festival organisers with most staff taking time off to be with family and friends. How can organisers of next summer's festivals increase and maximise revenue opportunities in the run up to the end of year holiday season.


November and December each year will generally see a flurry of activity as music festivals announce their headliners and line-ups for next summer's festivals. Most of this work is completed by mid-December and things will quiet down including ticket sales. Organisers should take advantage of the season of giving by offering Christmas themed gifts to get a boost in revenue in this quiet period. 

Christmas Themed Ticket Sales. 
By altering the marketing messaging and boosting related advertising activity organisers can promote ticket sales as potential gifts. Whether it's for a family member or close friend the messaging can focus on an offer of festival tickets as an ideal Christmas gift. The pricing can be altered to provide different levels to suit different budgets. Festival tickets can be expensive so it may be worth considering packaging a first or second instalment payment as a gift option. Using social media marketing and key word advertising can help boost search traffic to any Christmas gift offers to match those searching for Christmas gift ideas.

Merchandise. 
As with a customised Christmas gift proposition used for ticket sales the festival merchandise can also be promoted as a potential gift idea. An ideal target for the promotion of any Christmas themed merchandise sales are those who have already purchased tickets. Most merchandise sales are generated in the summer months before during and after a festival date so boosting sales around the Christmas period can provide additional revenue in a traditionally quiet period.

Gift Vouchers. 
Some festival organisers do offer gift voucher schemes but they are not common so it's an area worth exploring. A gift voucher scheme allows the buyer to purchase gifts at just about any sales price which the receiver can redeem against partial ticket payment, merchandise or both. Gift voucher schemes are relatively easy to set up and administer and festival organisers can investigate this further to add new revenue streams.

Whatever organisers plan to do over the festive period there are revenue generating opportunities that can be explored and implemented quickly to get a boost in sales in the quiet holiday period. As ticket and gift voucher sales occur online with no physical delivery, they make ideal gifts for last minute shoppers and can be a good marketing proposition too. Aside from key word targeting online organisers can also utilise their own database of festival-goers who can be targeted with a Christmas greeting including the festival's ticket, voucher or merchandise gift offers.

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering.

Photo by KoolShooters from Pexels

Andy Robertson
Share To:



<< Back to articles

Contact us


Get in touch to discuss your requirements.

US: +1 424 485 0220 (USA)

UK: +44 207 060 2666 (United Kingdom)

AU: +61 (2) 8357 0793 (Australia)

NZ: +64 (0)9887 8005 (New Zealand)


Or use our contact form here.