Theatre Tokens, the theatre gift voucher scheme run by The Society of London Theatre (SOLT), saw sales of almost £10million in 2011, in spite of pressure on the high street and the continuing economic downturn.

Online sales channels saw the biggest increase in 2011, with online sales up over 25%. Phone sales via the Tokenline hotline were also up 10% on 2010.

SOLT president, Mark Rubinstein, says: “We are delighted that Theatre Tokens sales have gone from strength to strength in 2011, with consumers recognising just how much the gift of theatre is appreciated by friends and family. With so many highly-anticipated shows opening across the UK this year, adding to an abundance of critically acclaimed and much-loved long-running shows, theatre-goers will be spoilt for choice in 2012."

Sales of Theatre Tokens are dependent on strong pre-Christmas trading, with over 50% of total sales taking place in the fourth quarter. This year saw a trend of late purchasing on the part of the consumer with sales steady in October but up significantly in November and December.

The Theatre Tokens Christmas campaign helped to generate these strong November and December sales with promotions and advertising on London Underground and commuter routes into London, in the national press, on Classic FM radio, and online.

Theatre Tokens plans to continue to grow its business by exploring and exploiting new methods of selling to consumers. With 2012 come plans to work with key suppliers to utilise mobile platforms and Facebook channels, as well as exploring options for the distribution of e-vouchers.