The short version
- Give people a reason to buy now: real deadlines and limited tiers.
- Remove friction at checkout. Every extra step loses buyers.
- Sell to warm audiences first: past guests, followers, partners' communities.
- Measure what works with tracking links, then do more of it.
1. Use early-bird pricing with a real deadline
An early-bird tier gives people a reason to buy today instead of "sometime later", which for many people means never. Make it real: a fixed end date or a fixed number of tickets, and stick to it. On Bloom, you can set each tier to end on a date or when it sells out, and the next tier unlocks automatically.
2. Build a ladder of tiers
Several price points let more people find one that fits. A common structure is early bird, then general admission, then a final release or door price. Add a VIP tier with something genuinely better (front-row seating, a meet-and-greet, a drink included) for people who will happily pay more. For community events, a pay-what-you-can tier welcomes people who'd otherwise stay home.
3. Email your past guests first
People who came last time are the easiest sale you'll make. Announce new dates to them before you post publicly, and give them a short head start. On Bloom, followers can be emailed a ticket link automatically when you publish a new event. See our email marketing guide for the full sequence.
4. Make checkout fast
Every extra field, forced account or slow page loses buyers, especially on phones. Look for:
- No account or password required to buy
- Apple Pay and Google Pay
- Only the checkout questions you actually need
- Clear, upfront pricing, so fees don't surprise anyone on the last screen
Bloom's checkout asks for a name and email, then payment. If someone does drop off, Bloom sends a short reminder with a link back to your event.
5. Offer group pricing
People rarely go to events alone. A volume discount ("10% off when you buy four or more") rewards the person organizing the group and brings in friends who might become regulars. Bloom applies volume discounts automatically at checkout and shows them on your event page.
6. Partner with people who already have your audience
Local businesses, clubs, venues, creators and community groups already have the trust you're trying to build. Offer them something useful: a discount code for their members, a shout-out on stage, a free ticket to give away, or a commission. Give each partner their own tracking link so you can see exactly how many tickets they drove, and thank the ones who deliver.
7. Show social proof
People want to go where other people are going. Use real signals:
- Photos and short clips from past events
- Quotes from real attendees (with permission)
- Honest scarcity: "Early bird sold out", "Last 30 tickets"
- Partners, performers or speakers sharing the event with their own followers
Never invent scarcity or reviews. Buyers notice, and it costs you their trust for every future event.
8. Make your event page do the selling
Many buyers will see only your event page. Make sure it answers, quickly: what is it, when and where, who it's for, what's included, how much, and what to do next. Use a strong image, put the date and price near the top, and write the description for someone who's never heard of you.
9. Show up where locals look for things to do
Beyond your own channels, list your event where people browse for plans. If you're in Victoria, Vancouver, Calgary or Montreal, Bloom lets you share events on LampPost, a local discovery feed and newsletter, for free. Community calendars, local subreddits and neighbourhood groups are also worth a post.
10. Measure, then double down
Create a tracking link for each channel: Instagram bio, each partner, your newsletter, the QR code on your posters. After a week, look at which ones are selling and put your effort there. Most organizers find one or two channels drive most of their sales.
Bonus: sell at the door
Some people decide on the night. A quick way to buy at the door, like Tap to Pay on a phone, catches sales you'd otherwise lose. See how to sell tickets at the door.
Putting it together
You don't need all ten at once. For your next event, pick three: an early-bird deadline, an email to past guests, and tracking links for your channels. Next time, add another. Over a few events, those habits add up to fewer empty seats and less last-minute stress.
Starting from scratch? Read how to sell tickets to an event first, then how to build a following so every event starts with more buyers than the last.
Frequently asked questions
How early should I start selling tickets?
As soon as the date, venue and price are set. Early sales give you cash flow, tell you whether you need to promote harder, and give you social proof to use later. An early-bird tier rewards the people who commit first.
How big should an early-bird discount be?
Big enough to matter and small enough not to train people to wait. Many organizers use 15 to 25% off with a firm end date or a fixed number of tickets. The deadline matters more than the size of the discount.
What's the fastest way to sell more tickets without spending on ads?
Email the people who came last time, and give partners and promoters their own tracking links. Both cost nothing and reach people who are already likely to buy.
Do group discounts lose me money?
Usually not. A group of four that buys because of a 10% discount is four tickets you might not have sold, and groups tend to bring people who become regulars. Set a minimum group size so it only applies when it adds sales.
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