January marks a busy time for theatre ticket bookings, yet industry insiders warn it’s also when theatregoers are most prone to disappointment. With gift vouchers burning holes in pockets and bargain hunters on the prowl, many rush into purchases they’d typically avoid during other months.

Ben Jackson, founder of SeatPlan, a booking platform offering genuine seat-view photographs to help customers find optimal theatre seats, identifies the primary January pitfall as prioritising speed over quality of experience.

He explained: “In January, people are focused on snapping something up quickly. 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.”

January bookings differ markedly from December’s carefully planned festive outings. Post-Christmas sales and gift vouchers generate artificial pressure to book immediately, despite no genuine time constraints.

“Lots of people receive vouchers and feel like they’re ‘burning a hole in their pocket’,” added Ben. “That urgency can lead to booking the first available date or the cheapest seat, rather than comparing options.”

What mistakes do people make?

Audiences frequently end up with obstructed sightlines, cramped seating or second-choice productions, purely because availability trumped preference. What should people do?

“There’s usually a good sale window in February that can be worth waiting for,” he explained. “You often have more flexibility, both in terms of price and seat choice.”

January, Ben says, is also when many people may start looking through new theatre guides and booking there and then for the year ahead or use Christmas gift vouchers to book something to look forward to after the festive period.

“That can lead to people booking quickly rather than strategically,” he noted. Ben stressed that, where possible, waiting can pay off.

“Personally, I like to wait until a show has opened and reviews are out,” he said. “It gives you a much clearer idea of what you’re booking, and you often have more flexibility around seats and prices.”

For big-name productions, holding off can make a real difference. “With shows like Paddington, the earliest dates tend to sell very fast,” he explained. “If you look a little further ahead, say April or May, you’ll usually find a much better range of seats.”

He also suggests keeping an open mind beyond the biggest titles. “For the same budget, you might end up with a restricted seat at a blockbuster, or a genuinely great seat at a newer or less-hyped show. January can actually be a good time to explore those alternatives.”

One check that avoids instant regret

According to Ben, there’s one simple habit that can prevent most January booking regrets. Always check what the seat view looks like before confirming.

“Two seats at the same price can offer completely different experiences,” he says. “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.”

His rule of thumb? “Take a moment to compare seat views and prices before booking, that’s usually where the real value shows up.”