diff --git a/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html b/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html
index 1d3060b7c..7f553a1ab 100644
--- a/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html
+++ b/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html
@@ -18,7 +18,7 @@
             <div class="col-md-2 text-right flip">
                 {% if subev.presale_is_running and event.settings.event_list_availability %}
                     {% if subev.best_availability_state == 100 %}
-                        <span class="label label-success">{% trans "Tickets on sale" %}</span>
+                        <span class="label label-success">{% trans "Book now" %}</span>
                     {% elif event.settings.waiting_list_enabled and subev.best_availability_state >= 0 %}
                         <span class="label label-warning">{% trans "Waiting list" %}</span>
                     {% elif subev.best_availability_state == 20 %}
@@ -27,7 +27,7 @@
                         <span class="label label-danger">{% trans "Sold out" %}</span>
                     {% endif %}
                 {% elif subev.presale_is_running %}
-                    <span class="label label-success">{% trans "Tickets on sale" %}</span>
+                    <span class="label label-success">{% trans "Book now" %}</span>
                 {% elif subev.presale_has_ended %}
                     <span class="label label-danger">{% trans "Sale over" %}</span>
                 {% elif event.settings.presale_start_show_date %}
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
index a6c26710e..3b54aaa0a 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
@@ -40,7 +40,7 @@
                                             <span class="event-status">
                                                 {% if event.event.presale_is_running and show_avail %}
                                                     {% if event.event.best_availability_state == 100 %}
-                                                        <span class="fa fa-ticket"></span> {% trans "Tickets on sale" %}
+                                                        <span class="fa fa-ticket"></span> {% trans "Book now" %}
                                                     {% elif event.event.settings.waiting_list_enabled and event.event.best_availability_state >= 0 %}
                                                         <span class="fa fa-ticket"></span> {% trans "Waiting list" %}
                                                     {% elif event.event.best_availability_state == 20 %}
@@ -49,7 +49,7 @@
                                                         <span class="fa fa-ticket"></span> {% trans "Sold out" %}
                                                     {% endif %}
                                                 {% elif event.event.presale_is_running %}
-                                                    <span class="fa fa-ticket"></span> {% trans "Tickets on sale" %}
+                                                    <span class="fa fa-ticket"></span> {% trans "Book now" %}
                                                 {% elif event.event.presale_has_ended %}
                                                     <span class="fa fa-ticket"></span> {% trans "Sale over" %}
                                                 {% elif event.event.settings.presale_start_show_date and event.event.presale_start %}
diff --git a/src/pretix/presale/templates/pretixpresale/organizers/index.html b/src/pretix/presale/templates/pretixpresale/organizers/index.html
index 4a1d672a5..3fb734bff 100644
--- a/src/pretix/presale/templates/pretixpresale/organizers/index.html
+++ b/src/pretix/presale/templates/pretixpresale/organizers/index.html
@@ -73,7 +73,7 @@
                             <span class="label label-default">{% trans "Event series" %}</span>
                         {% elif e.presale_is_running and request.organizer.settings.event_list_availability %}
                             {% if e.best_availability_state == 100 %}
-                                <span class="label label-success">{% trans "Tickets on sale" %}</span>
+                                <span class="label label-success">{% trans "Book now" %}</span>
                             {% elif e.settings.waiting_list_enabled and e.best_availability_state >= 0 %}
                                 <span class="label label-warning">{% trans "Waiting list" %}</span>
                             {% elif e.best_availability_state == 20 %}
@@ -82,7 +82,7 @@
                                 <span class="label label-danger">{% trans "Sold out" %}</span>
                             {% endif %}
                         {% elif e.presale_is_running %}
-                            <span class="label label-success">{% trans "Tickets on sale" %}</span>
+                            <span class="label label-success">{% trans "Book now" %}</span>
                         {% elif e.presale_has_ended %}
                             <span class="label label-danger">{% trans "Sale over" %}</span>
                             {% elif e.settings.presale_start_show_date %}
diff --git a/src/pretix/presale/views/widget.py b/src/pretix/presale/views/widget.py
index edc31c506..926db0768 100644
--- a/src/pretix/presale/views/widget.py
+++ b/src/pretix/presale/views/widget.py
@@ -281,7 +281,7 @@ class WidgetAPIProductList(EventListMixin, View):
         if ev.presale_is_running and event.settings.event_list_availability and ev.best_availability_state is not None:
             if ev.best_availability_state == Quota.AVAILABILITY_OK:
                 availability['color'] = 'green'
-                availability['text'] = ugettext('Tickets on sale')
+                availability['text'] = ugettext('Book now')
             elif event.settings.waiting_list_enabled and ev.best_availability_state >= 0:
                 availability['color'] = 'orange'
                 availability['text'] = ugettext('Waiting list')
@@ -293,7 +293,7 @@ class WidgetAPIProductList(EventListMixin, View):
                 availability['text'] = ugettext('Sold out')
         elif ev.presale_is_running:
             availability['color'] = 'green'
-            availability['text'] = ugettext('Tickets on sale')
+            availability['text'] = ugettext('Book now')
         elif ev.presale_has_ended:
             availability['color'] = 'red'
             availability['text'] = ugettext('Sale over')
@@ -302,7 +302,7 @@ class WidgetAPIProductList(EventListMixin, View):
             availability['text'] = ugettext('from %(start_date)s') % {'start_date': date_format(ev.presale_start, "SHORT_DATE_FORMAT")}
         else:
             availability['color'] = 'orange'
-            availability['text'] = ugettext('Sale Soon')
+            availability['text'] = ugettext('Sale soon')
         return availability
 
     def _serialize_events(self, ebd):