Why early birds work
Early sales give you cash flow, social proof and a signal of demand while there's still time to change the plan.
Limit it two ways
Cap both the quantity and the end date ('first 50 tickets or until Sunday'). A real limit creates urgency; a fake one damages trust.
Pick the discount
A modest discount on the standard price is usually enough. Very deep early discounts can make the standard price look expensive.
Announce the deadline
Post when early bird opens, a reminder two days before it closes, and 'last day' on the final day.
Then move on
When it ends, don't extend it. Switch messaging to lineup reveals and what's included.