Dynamic Pricing

Adjust ticket prices automatically based on timing, quantity, or customer role. Create early bird discounts, last-minute deals, bulk pricing, and member rates.

Pricing types

Early bird pricing

Lower prices for early purchases, encouraging advance registration.

How it works:

• Set a start and end date for the early bird period
• Define the discounted price
• Price returns to normal after the period ends

Example:

• Regular price: $100
• Early bird price: $75
• Early bird ends: 30 days before event

Last minute pricing

Price changes as the event approaches. Can be a discount to fill remaining spots or a premium for late registrations.

How it works:

• Set how many days before the event
• Define the adjusted price
• Price changes automatically at that point

Examples:

• Last minute discount: $80 (normally $100) starting 3 days before
• Late registration fee: $120 (normally $100) in final week

Quantity discounts

Discounts for buying multiple tickets. Encourages group attendance.

How it works:

• Set quantity thresholds
• Define discounts at each level
• Discount applies to entire order or per-ticket

Examples:

• Buy 5+: 10% off
• Buy 10+: 20% off
• Buy 20+: 30% off

Role-based pricing

Different prices for different user roles. Useful for member pricing.

How it works:

• Select a WordPress user role
• Set the price for that role
• Logged-in users see their role's price

Examples:

• Members: $50
• Non-members: $100
• Students: $25

Setting up pricing rules

Access pricing settings

• Edit a ticket product
• Go to the Event Ticket tab
• Find Dynamic Pricing section

Adding rules

• Click Add Pricing Rule
• Select the rule type
• Configure the parameters
• Set the price or discount
• Save the product

Rule priority

When multiple rules could apply:

• Quantity discounts calculate first
• Time-based rules (early bird, last minute) apply next
• Role-based pricing applies last
• Customer gets the best applicable price

Early bird configuration

Basic setup

• Check Enable Early Bird Pricing
• Set Early Bird Price (the discounted price)
• Set Early Bird End Date (when regular pricing resumes)
• Optionally set Early Bird Start Date

Display

On the product page:

• Shows early bird price
• Indicates "Early bird ends in X days"
• Countdown to deadline
• Regular price crossed out

After early bird ends

• Price returns to regular automatically
• "Early bird pricing ended" message
• No manual intervention needed

Last minute configuration

Basic setup

• Check Enable Last Minute Pricing
• Set Days Before Event (when pricing changes)
• Set Last Minute Price

Discount or premium

• Set price lower than regular for a discount
• Set price higher than regular for a premium

Display

When active:

• Shows last minute price
• Indicates urgency ("Only X days left")

Quantity discounts

Basic setup

• Check Enable Quantity Discounts
• Click Add Tier
• Set Minimum Quantity
• Set Discount (percentage or fixed amount)
• Add more tiers as needed

Tier examples

Per-ticket vs per-order

Per-Ticket: Discount applies to each ticket

• Buy 5 at $90 each (10% off $100)

Per-Order: Fixed discount on order total

• Buy 5 at $100, get $50 off total

Display

In cart:

• Shows quantity discount applied
• Breakdown of original vs discounted price
• Savings amount

Role-based pricing

Basic setup

• Check Enable Role-Based Pricing
• Click Add Role Price
• Select the user role
• Set the price for that role
• Add more roles as needed

Available roles

• Subscriber
• Customer
• Member (if using membership plugin)
• Any custom role

Guest pricing

Guests (not logged in) pay the regular product price. Consider showing "Log in for member pricing" message.

Display

For logged-in users:

• Shows their role's price
• "Member price" or similar label
• Regular price crossed out

Combining rules

Rules can work together:

Example: Early bird + quantity + role

• Regular price: $100
• Early bird: $80
• Member price: $70
• Buy 10+: 15% off

A member buying 10 tickets during early bird:

• Base: $70 (member price, best role-based)
• Early bird not applicable (member price is lower)
• Quantity: 15% off $70 = $59.50 each
• Total: $595

WooCommerce coupons

Dynamic pricing works alongside WooCommerce coupons:

• Dynamic pricing calculates first
• Coupon applies to discounted price
• Customer gets combined savings

Example:

• Dynamic price: $80
• Coupon: 10% off
• Final price: $72

Display options

Price messaging

Show pricing information on event pages:

• "Early bird pricing available"
• "Member discount: Save $30"
• "Buy more, save more"

Configure in Events > Settings > Display.

Urgency indicators

Create urgency with:

• Countdown to early bird deadline
• Days until price increase
• "Only X spots at this price"

Best practices

Plan pricing strategy

• Set clear pricing tiers before launch
• Document pricing logic for your team
• Test all scenarios before going live

Communicate clearly

• Explain pricing on event page
• Show savings amount
• Make deadlines clear

Monitor performance

• Track which discounts convert best
• Adjust pricing based on demand
• Review pricing after each event

Avoid confusion

• Do not create too many rules
• Keep rules logical and predictable
• Test customer experience

Troubleshooting

Wrong price showing

• Check rule dates and conditions
• Verify customer role if role-based
• Clear any caching plugins
• Test in incognito mode

Discounts not applying

• Confirm rules are enabled
• Check quantity thresholds
• Verify date ranges
• Test with correct user role

Price calculation issues

• Rules process in priority order
• Customer gets best applicable price
• Coupons apply after dynamic pricing