This must be a common problem at all grounds and doesn't help with the argument for reducing matchday prices when others can pick and choose when to turn up. The fanbase has a whole range of people wanting to attend, some can only afford £15 a game (value gold), up to others willing to pay £100 a game (lowest premium) for just a padded seat away from the hoi polloi. The club cannot reduce prices because those not bothered about the cost will be more likely not to attend, after all pretty much every game is on TV.
I've sometimes thought that clubs should do away with season tickets, and that you put a deposit down, say £95 (19 x £5), just to guarantee an advanced slot to buy your seat. Then sell the tickets and if you miss your deadline, lose your chance to reserve your seat, and the £5 discount. As you buy tickets, the more continuously attended matches attract an additional growing loyalty discount. Miss a match and your next discount is reduced a little.