Should You Discount Your Event Tickets? Here's What the Data Says

Welcome to the Eventcube discounting study, part of our Industry Trends series. Everyone has an opinion on discounts: that they cheapen an event, that they should be saved for the last minute, that they only move sales around. We wanted to replace the opinions with evidence, so we went into our own platform data. We looked at 227 independent UK organisers and four years of ticket sales, from 2022 to 2025. In this report we cover how many organisers discount, how big a typical discount is, how often they run, what a discount day does to sales, whether sales slump afterwards, what discounting costs over a year, and whether timing, price or size make a difference.