Just charge less in the first place for games where we will strugle to sellIf those are from the ticket exchange they’d be selling most of those at a loss for £30 - my seat gets refunded at about £42 per game (without the old gits discount). And if they sell at a cheaper rate nearer the game nobody will buy in advance as they wait for the price to come down. It’s not straightforward.
I wouldn't pay £50 plus for the Burnley game and it looks quite obvious hundreds of other Blues won't pay that amount either