Snapshot | Last Christmas


Ticket Sales

  • 22% of all audiences book between 4 and 8 weeks before the performance.
  • That said, whilst 47% of tickets are sold in November and December, sales begin climbing rapidly from September.
  • As many tickets – 25% – are sold in November as in January to August combined.
  • 61% of festive shows are performed between 10th and 30th December.

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Christmas Shows vs Pantomimes

  • During the 2018 Christmas season, almost 1000 more performances of Pantomimes than Christmas shows were recorded in the Audience Finder data set.
  • Average ticket prices rose 16% for Christmas Shows since 2017 (to £18.90) but just 5% for Pantomimes (to £19.60), though these tickets are still priced more highly overall.
  • The most performed Christmas show and Pantomime of 2018 (as represented in Audience Finder) were A Christmas carol and Aladdin respectively.

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Audience Spectrum

  • Audiences to Christmas Shows and Pantomimes are, unsurprisingly, more dominated by family-heavy groups, like Commuterland Culturebuffs and Dormitory Dependables than is typical across other forms of cultural consumption.
  • The usually highly engaged Metroculturals and Experience Seekers, on the other hand, are far less dominant in Christmas audiences.
  • The top three Audience Spectrum groups most common in Christmas Show and Pantomime audiences are: Dormitory Dependables (24%); Commuterland Culturebuffs (21%); Trips and Treats (16%).

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Christmas Time vs Other Attendance

  • 70% of visitors to Christmastime shows have been to an event or production at the same venue on another occasion within the past 12 months.
  • 65% of Christmas audiences are family groups. Conversely, 65% of audiences to other kinds of theatre attend in adult only groups.
  • 53% of audiences for festive shows attend in groups of 4 people or more, whereas year around theatre attendance is overwhelmingly dominated by pairs.

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Snapshot | Last Christmas