What is an On-sale?

An on-sale (or general sale) is the date and time when tickets for a show or festival go on general sale to the public, usually after an announcement and any presales. For high-demand shows, the on-sale is a major moment, with online queues and tickets selling out in minutes. For smaller shows, it is the start of a sales campaign that may run for months.

How an on-sale works

An on-sale is planned in five steps:

  1. Confirm the show: the deal is signed and the venue date is confirmed.
  2. Build the event: the ticketing company sets up prices, ticket types and limits.
  3. Announce: the show is announced with presale and on-sale dates, often a week ahead.
  4. Go on sale: tickets are released at a set time, usually through an online queue for busy shows.
  5. Track sales: the promoter watches sales and adjusts marketing, or adds shows if demand is high.

On-sale dates set the pace for a show's whole marketing campaign, which promoters plan on a shared timeline in Crescat.

On-sale vs announcement

The announcement tells the public a show is happening. The on-sale is when they can actually buy tickets. A gap between the two gives fans time to plan and sign up for presales. For festivals, line-up announcements and on-sales are often staggered over many months.

What affects a busy on-sale

  • Online queues and waiting rooms
  • Ticket limits per person
  • Bot and tout protection
  • Dynamic or tiered pricing
  • The number of tickets already sold in presales
  • Extra dates added if demand is high

Frequently asked questions

What time do tickets usually go on sale?

In the UK, many on-sales start in the morning, often at 9am or 10am, though times vary by promoter and ticketing company. The time is always given in the announcement.

Why do tickets sometimes reappear after an on-sale?

Unpaid baskets expire, and holdbacks may be released later. Checking back closer to the date can be worthwhile.

Can I resell tickets bought at the on-sale?

It depends on the ticket terms and local law. In November 2025, the UK government announced plans to ban resale above the original price, so check the latest rules before reselling.

Related terms