At Showpass, we’ve worked with hundreds of festivals—from multi-stage music events to intimate cultural celebrations—and a surprising trend has emerged across the board: most tickets are sold at just two key points.

‍First, when you launch. That moment when you announce your lineup, drop your dates, and launch your website? That’s when the early adopters strike. We consistently see a large percentage of tickets move within 48–72 hours of an event announcement. Then... silence. For weeks (or even months), the bulk of customers hang back, waiting.

Until the final 3–5 days before the festival, when another sales wave hits. This “late surge” is fueled by last-minute planners, weather-checkers, and group decision-makers.

What this means for your strategy: Treat your on-sale announcement like an event in itself.

Build a marketing campaign around it and use urgency-driven copy. Don’t panic during the lull. Focus on lead capture and engagement during the quiet middle stretch. Plan a “last call” blitz the week before your event: reminder emails, SMS campaigns, and retargeting ads can make all the difference.
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