A report from Skiddle in partnership with the Association of Independent Festivals (AIF) has detailed how split payment options helped encourage the purchase of both early bird and last-minute festival tickets.
The report analysed key trends and insights from the 2024 festival season in the UK, and utilised data and third-party studies to explore shifts in consumer behaviour.
Nearly two million festival tickets were sold via independent ticketing platform Skiddle last year, with 47% of attendees purchasing tickets to at least two events. Some 10% attended four or more festivals last year.
The report further demonstrated a 48% increase in festival tickets being purchased with a split payment option on Skiddle in 2024 when compared with 2023. It is felt that spreading the cost of major festivals with a higher price tag makes them more accessible.
“When comparing festival ticket sales in Q1 of 2024 with 2023, we observed a marked increase, largely due to the growing use of split payment options,” Jemmy Varley, Skiddle’s head of account management, shared in the report.
Skiddle also noted a fivefold increase in the use of split payment options during the second quarter of 2024 compared to the same period in 2023, with the pattern continuing across the calendar year.
Split payment options not only encouraged early uptake, but also last minute ticket sales.
“While early bird sales using payment plans increased through 2024, on average, small to medium-sized festivals on our platform saw around 25% of their total sales come in during the final 10 days before the event,” said Varley.
“Early and mid-cycle sales strategies remain important, but a strong push in the final stages is just as crucial. Conversions and return on ad spend peak during this period, making late-stage marketing efforts vital for maximising ticket sales.”
The 18-35 age group, which typically forms the core of the festival-going audience and traditionally has the lowest disposable income, were the most frequent users of split payment options in 2024.
Additional emerging trends also included early festival launches, the rise of experience-led events and a growing focus on sustainability during the 2024 festival season.