What Happens When Your Tickets Just Won’t Sell on Ticketmaster? A Pro’s Guide

So, you’re staring at those Ticketmaster listings, the clock is ticking down to the event, and your tickets are stubbornly refusing to find a buyer. Panic might be setting in, but hold on! Selling tickets can be a tricky game, and a lack of immediate sales doesn’t automatically spell disaster. There’s a whole playbook of strategies you can employ to increase your chances of a sale, minimize losses, and learn from the experience. Let’s dive into what you can do when those tickets are just not moving.

The core problem is that demand isn’t meeting your asking price. That’s the simple, harsh truth. Your immediate next steps should revolve around analyzing why and adjusting your strategy accordingly. This involves everything from reassessing your pricing to exploring alternative sales avenues.

Immediate Action Plan: Salvaging the Situation

1. Price Re-evaluation: The Most Important Lever

This is the first and most crucial step. Ticketmaster’s resale market fluctuates wildly based on demand, artist popularity, venue layout, and even the weather forecast.

• Analyze Comparable Listings: Don’t just guess. Scour Ticketmaster and other resale platforms like StubHub, SeatGeek, and Vivid Seats for similar tickets in your section. What are they selling for? Underpricing slightly can give you a competitive edge.
• Consider the “Get Them Gone” Discount: As the event approaches, people become less willing to pay a premium. A significant price cut – even selling at a loss – is often better than ending up with completely worthless tickets. Think of it as minimizing your losses.
• Be Flexible: Keep a close eye on the market. If tickets are selling slowly across the board, you may need to lower your price further.

2. Enhance Your Listing (If Possible)

While Ticketmaster limits customization, some options may exist:

• Verify Accuracy: Ensure your listing is accurate regarding seat numbers, section, and row. Mistakes can deter buyers.
• Highlight Key Features: If your seats have advantages (aisle seats, closer to the stage), subtly emphasize this in the description, if allowed.

3. Explore Alternative Sales Channels

Don’t put all your eggs in one basket. Ticketmaster is convenient, but it’s not the only game in town.

• StubHub, SeatGeek, and Vivid Seats: List your tickets on these platforms simultaneously. They each have different audiences and algorithms, increasing your visibility.
• Social Media: Post on your personal Facebook, Twitter, or Instagram accounts. Let your friends and followers know you have tickets available, especially if they’re fans of the artist.
• Local Classifieds: Consider Craigslist or local Facebook groups. Be cautious and meet buyers in a public place.
• Reddit: As the title of this piece hints, subreddits dedicated to specific artists, venues, or locations can be goldmines. Carefully follow the subreddit’s rules regarding ticket sales.
• Friends and Family: Reach out to your network directly. Someone might be interested or know someone who is.

4. The Art of Timing

• Avoid Over-Saturation: Don’t list your tickets too far in advance. People often purchase tickets closer to the event date.
• The Last-Minute Rush: Some buyers wait until the very last minute hoping for a bargain. Keep your listing active, even on the day of the event. Be prepared to offer a steep discount.

5. Transfer Options and Guest Policies

• Understand Ticket Transfer Policies: Be intimately familiar with Ticketmaster’s transfer policies. Ensure you can easily transfer the tickets to the buyer electronically.
• Clarify Guest Policies: If the event has specific guest policies (e.g., age restrictions), clearly state these in your listing.

Long-Term Strategy: Avoiding Future Fiascos

1. Pre-Sale Power: Knowing Your Odds

• Artist Popularity is Key: Before buying tickets, gauge the artist’s current popularity. Are they trending? Have their recent shows sold out quickly?
• Venue Matters: Consider the venue’s capacity and typical attendance for similar events.
• Dynamic Pricing Awareness: Be aware that Ticketmaster’s dynamic pricing can significantly inflate prices for in-demand events. Are you willing to risk the resale market with inflated purchase prices?

2. The “Would I Buy This?” Test

• Objectively Assess the Seats: Are they in a desirable location? Are they obstructed view seats? Would you pay the asking price?
• Factor in Fees: Remember that Ticketmaster charges fees to both the buyer and the seller. Price your tickets accordingly.

3. Acceptance and Learning

Sometimes, despite your best efforts, tickets simply won’t sell. It’s a learning experience. Don’t beat yourself up. Analyze what went wrong and use that knowledge to make better decisions in the future.

Frequently Asked Questions (FAQs)

1. What if Ticketmaster won’t let me list my tickets for less than I paid?

Ticketmaster often has minimum listing prices, especially shortly after the initial sale. This is a frustrating situation. Try again closer to the event date, as these minimums often decrease. If the minimum remains too high, explore other platforms like StubHub, which may have more flexible pricing options.

2. Is it better to sell tickets individually or as a pair?

This depends on the event and the seat locations. Pairs often sell more easily, as many people attend events in pairs. However, if you have exceptional single tickets (e.g., front row), listing them individually might be more profitable. Consider testing both strategies.

3. Should I remove my listing and relist it? Will that help?

Generally, relisting a ticket doesn’t significantly improve its visibility. However, if you’ve made substantial changes to the price or description, it might be worth trying. The primary factor is still the price and demand.

4. What are the risks of selling tickets on Craigslist?

Craigslist carries inherent risks. Be wary of scams. Only accept cash in person, and meet in a safe, public location. Never share personal information or banking details.

5. Can I donate unsold tickets to charity?

Potentially, yes. Some charities accept ticket donations. Check with local organizations to see if they have a need for them. This is a great way to salvage some value and support a good cause. However, the event must occur before the donation deadline.

6. How does Ticketmaster’s dynamic pricing affect resale?

Dynamic pricing significantly impacts the resale market. If you bought tickets at an inflated dynamic price, you’ll have a harder time reselling them at a profit. Be cautious of dynamic pricing when initially purchasing tickets for resale.

7. What happens if I can’t transfer the tickets electronically?

If you’re unable to transfer tickets electronically, you’ll need to explore alternative delivery methods, which can be risky. Coordinate with the buyer to find a mutually agreeable solution, such as meeting in person to hand over the tickets. If you bought physical tickets, you will have to mail them at your expense.

8. Is it illegal to sell tickets above face value?

Ticket resale laws vary by state and sometimes even by municipality. Research the regulations in your area before listing tickets for resale. Some jurisdictions have anti-scalping laws that restrict or prohibit selling tickets above face value.

9. What if the event is canceled or rescheduled?

If the event is canceled, Ticketmaster will typically issue a refund to the original purchaser. If it’s rescheduled, you’ll usually have the option to use your tickets for the new date or request a refund. The exact policies depend on the specific event and promoter.

10. How can I avoid buying tickets I can’t resell in the future?

Research, research, research! Before buying tickets, assess the artist’s popularity, venue, and potential demand. Only buy tickets for events you’re confident you can attend or easily resell. Avoid impulse purchases driven by FOMO.

11. Does the day of the week of the event affect resale value?

Yes, absolutely. Weekend events (Friday, Saturday, Sunday) typically have higher resale value than weekday events. People are generally more available to attend events on weekends.

12. Are there any tax implications for reselling tickets?

Yes, there can be. If you’re reselling tickets regularly and making a profit, you may need to report your earnings to the IRS. Consult with a tax professional for personalized advice. You can report your income using a 1099 form. You must report if you make over $600 from ticket reselling within the year.

Selling tickets is a dynamic process that demands flexibility, research, and a little bit of luck. By understanding the market, adjusting your strategy, and exploring all available options, you can significantly improve your chances of success and minimize potential losses. Good luck!