Expert tips from SeatPlan’s Ben Jackson on booking cheap London theatre tickets could help people out a lot this Christmas. You may be able to bag show tickets at a cheaper rate
Katie-Ann Gupwell Content Editor
11:13, 13 Dec 2025
You can bag cheaper tickets (stock image)(Image: Dave Benett, Jed Cullen/Dave Benett/Getty Images)
Attending Christmas theatre productions has become a cherished ritual for countless families across the country, yet these seasonal spectacles often rank amongst the most expensive outings of the year. That’s why understanding a few straightforward strategies to secure the finest bargains is absolutely essential.
Ben Jackson, who established SeatPlan, the booking platform that assists theatregoers in locating the best-value seats using genuine seat-view photographs, has revealed the top insider techniques for nabbing the finest deals this festive season. By adhering to a straightforward approach, you might just find yourself fortunate this Christmas.
Theatre pricing doesn’t operate like airline tickets, where there’s some mystical Tuesday afternoon window when costs mysteriously plummet. Nevertheless, by adhering to certain straightforward principles, there are methods to obtain more affordable theatre tickets.
“Big shows don’t change massively day-to-day,” Ben explained. “There’ll be the odd single-seat discounted or sections shifted between price bands, but it’s not predictable.”
Rather, the most substantial savings emerge from booking either exceptionally early or remarkably late. “If you’re set on going, early-bird deals months in advance usually offer the best value,” Ben noted.
What are the cheapest dates?
The timing during a show’s run is where genuine savings materialise. “Previews at the start of the run are great for getting into the festive spirit early and avoiding huge crowds,” Ben clarifies.
“And, after Christmas itself, prices often drop because it’s harder to sell festive shows.” The price variation can be staggering. Take Elf at the Aldwych – tickets at the start of the run come in below £100, but nearly double as Christmas approaches.
Meanwhile, at the Palladium panto, you’ll struggle to find anything under £50 until Boxing Day, when more budget-friendly options suddenly become available.
Should families secure tickets early or hold off?
It hinges on the type of experience you’re after. “If it’s a yearly family tradition, book early for the best choice of seats,” Ben advised. “You’ll get the best choice before pricing shifts to match demand.”
For a more casual festive excursion? He suggested: “You can wait and look for sales or late drops, especially in bigger venues where you’re less likely to miss out.”
Smaller theatres or shows with limited runs warrant early booking, particularly if seating location matters to you. Ben noted: “Checking real seat-view photos can be eye-opening.
“Some seats labelled as ‘restricted view’ actually offer a perfectly good view of the stage – often much better than you’d expect.”
Ben believes it’s important to be realistic about what you’re actually spending money on. Whilst premium seats can deliver a spectacular experience, particularly for grand productions like The Nutcracker, younger children rarely require a front-row grand tier perspective to be utterly captivated.
“Sometimes your ballet-mad five-year-old will be just as thrilled simply being dressed up and seeing real ballerinas on stage,” he pointed out. “If the magic is the same from a cheaper seat, why pay hundreds more?”
For a comprehensive comparison of value across the entire venue, Ben suggests looking at actual seat-view photos and reviews on SeatPlan.