Is the problem with missing season ticket holders the way prices are structured, 12 games could pay for your ST against the individual tickets, then add on tickets for away games, finals etc
When I was a season ticket holder the first game of the season I would go to the shop and get some new gear, the last game of the season I would get stuff in the end of season sale or stuf for the summer hols, every other game would have been straight to the Beehive or whatever pub we were using at that time, now I am a bluecard holder and get over a LOT less, I might not go into the store all season, but might get a few things in the Market Street shop if I am stopping in town overnight for a european game