Pick your night carefully
Weekday evenings, especially Tuesday to Thursday, are consistently cheaper than Friday and Saturday nights across most West End theatres. Matinee performances (usually Wednesday, Thursday or Saturday afternoons) are often priced lower still and are a good option if you don't mind seeing a show in daylight.
Consider your seat, not just the price
Restricted-view seats are clearly marked and priced lower — for shows with less reliance on huge set pieces, a restricted-view seat can be a perfectly good trade-off. Upper circle or rear stalls seats are also considerably cheaper than premium stalls and still offer a complete view of most productions.
For shows with simpler staging (character-driven plays rather than big musical spectacles), the difference in experience between a premium seat and a mid-priced one is often smaller than the price gap suggests.
Day seats and official discount schemes
Some theatres release a small number of day seats at the box office each morning at a reduced price — this varies by production, so check the specific show's official site rather than assuming it applies everywhere.
Booking earlier for shows you know you want to see is generally more reliable than hoping for a last-minute deal — theatre pricing tends to rise as a performance date approaches and demand becomes clearer, rather than dropping.
What to avoid
Be cautious of unofficial resale marketplaces advertising 'discounted' tickets for in-demand shows — genuine bargains on hit productions are rare, and this is a common area for inflated pricing or invalid tickets. Stick to official box offices and recognised ticket partners.