Early Bird / Presale

Early bird or presale is the first sales phase with promotional pricing or limited allocations to boost early purchases. It serves as a demand signal, improves cash flow, and helps in forecasting production, communication, and capacity. It is typically defined by dates (until X day) or by ticket quantity, and communicates concrete benefits (savings, better location). Once sold out, the system automatically switches to the next batch at a higher price. It is advisable to set rules for changes and refunds, limit resellers, and measure conversions by campaign. An orderly edition calendar prevents cannibalizing general sales.