What the Data Tells Us About The Christmas Season in the West End This Year

At our recent event with SOLT, we explored the full spectrum of theatregoer behaviours. The once-a-year visitor and the monthly visitor take completely different paths — how they discover shows, what they’re willing to pay, and what finally prompts them to book. During that session, we focused on those behavioural differences, but we also gathered a deeper set of data, looking specifically at Christmas buying and travel habits. 

With the season almost fast upon us, Damian and I wanted to share those extra insights and unpack what they mean for marketers, producers, and venue teams preparing for one of the busiest times of the year.

Damian: Pippa, every show in the West End seems to turn into a holiday show once the lights go up in December. But this data actually paints a clearer picture of who’s really here during December. What stood out to you about who’s spending their holidays in London?

Pippa: That’s the headline, isn’t it? More than half of all respondents said they’ll spend at least part of the Christmas break in London, but that figure jumps to over 80 percent for Londoners themselves. Our local audience, particularly avid theatregoers, are choosing to spend time in London. That’s a huge opportunity for last-minute deals and on-the-ground marketing. We often focus on tourists this time of year, but the data reminds us that local, loyal audiences are right here and ready to book closer to curtain.

Damian: So if Londoners are in and around town, the next question is when they’re actually making those plans. A lot of energy gets spent in the early autumn months, but I’m curious, are we hitting the right people at the right time?

Pippa: People travelling from outside London, like commuters and international visitors, are planning their trips further in advance. Locals, on the other hand, especially under-35s, tend to make their decisions later, with November and all the way into December emerging as key booking windows.

So if you’re running holiday campaigns, it’s not just about being early, it’s about staying visible throughout the entire season. Announce festive schedules early for the long-lead planners, but don’t go quiet in December. That’s when Londoners are actually making their last-minute decisions.

Damian: Let’s talk motivation. What did you learn about why people are seeing shows at the year’s end?

Pippa: There’s a real divide here. Avid theatregoers see it as part of their regular rhythm. It’s just what they do. But for infrequent attendees, a holiday or Christmas show is a special occasion, something they want to share. The 55+ group are most likely to be driven by specific programming, maybe a family tradition or a particular show that feels seasonal.

For marketers, that means segmentation is key. Tailor your messaging for the habituals — “Your annual Christmas Outing awaits” — but make it magical for those who only go once or twice a year. Emphasise the emotional value, the tradition, the moment of togetherness.

Damian: You mentioned the under-35 audience earlier. What stood out about them?

Pippa: They’re the quiet success story. Over 90 percent of under-35 respondents said they plan to see a West End show this Christmas season, which is on par with avid theatre audiences. They’re planning slightly later, but they’re planning. There’s a strong, emerging community of younger audiences who are building their own theatre traditions. If we can make their experiences feel special now, they’ll carry that loyalty forward for decades.

Damian: Final question. If you were sitting across from a West End marketer right now, what would you tell them to focus on before the Christmas Season is in full swing?

Pippa: Three things.

First, clarity. Get your Christmas schedules and special performance dates out early and everywhere.

Second, continuity. Don’t taper off your messaging in December; that’s when locals are deciding.

And third, creativity. Think beyond discounts. Focus on the emotional and experiential elements that make theatregoing during the Christmas season feel like something only London can offer.