January is a peak month for theatre ticket sales in London, but industry experts are warning that this seasonal rush is leading audiences to make expensive and regrettable choices. With Christmas gift vouchers to spend and a desire for a post-festive treat, many are prioritising speed over quality, often securing poor seats for their money.
The January Booking Trap: Speed Over Experience
According to Ben Jackson, founder of the theatre seat review platform SeatPlan, the core problem in January is a misplaced sense of urgency. "People are focused on snapping something up quickly," Jackson explains. "They see a low price and rush to book, often without checking whether the seat actually offers a good view or whether better options are available for a little more."
This behaviour marks a sharp shift from the more considered bookings made for festive shows in December. The combination of post-Christmas discounts and gift vouchers creates a powerful impulse to buy immediately, even when no real deadline exists. Jackson notes that the feeling of vouchers "burning a hole in your pocket" can lead to booking the first available date or the cheapest seat, bypassing crucial comparison.
Why Patience and Research Pay Off
The result of this hasty approach is that theatregoers frequently end up with restricted views, uncomfortable seats, or tickets for their second-choice production. Jackson advises that a more strategic approach almost always yields better results. "There's usually a good sale window in February that can be worth waiting for," he said. "You often have more flexibility, both in terms of price and seat choice."
For major, hotly-anticipated productions, looking further ahead in the calendar is a savvy move. Using the example of shows like Paddington, Jackson pointed out that the earliest dates sell fastest. "If you look a little further ahead, say April or May, you'll usually find a much better range of seats." He also recommends considering lesser-known shows, where your budget could secure a premium seat rather than a compromised view at a blockbuster.
The One Check That Prevents Disappointment
Jackson emphasises one simple practice that can avert most booking regrets: always check the actual view from the seat before you confirm your purchase. "Two seats at the same price can offer completely different experiences," he states. Platforms like SeatPlan, which crowdsource real photographs from specific seats, are invaluable for this.
"Looking at real seat-view photos or even comparing seats within the same price band can make the difference between a great night out and a disappointing one," Jackson advises. His final recommendation is to resist the January impulse: "Take a moment to compare seat views and prices before booking. That's usually where the real value shows up."
