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 ceba05e87..9fb882016 100644
--- a/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html
+++ b/src/pretix/presale/templates/pretixpresale/event/fragment_subevent_list.html
@@ -24,7 +24,11 @@
                         {% if subev.best_availability_is_low %}
                             <span class="label label-success-warning">{% trans "Few tickets left" %}</span>
                         {% else %}
-                            <span class="label label-success">{% trans "Book now" %}</span>
+                            {% if subev.has_paid_item %}
+                                <span class="label label-success">{% trans "Buy now" context "available_event_in_list" %}</span>
+                            {% else %}
+                                <span class="label label-success">{% trans "Book now" %}</span>
+                            {% endif %}
                         {% endif %}
                     {% elif event.settings.waiting_list_enabled and subev.best_availability_state >= 0 %}
                         <span class="label label-warning">{% trans "Waiting list" %}</span>
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
index 88bb18906..019f59830 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
@@ -71,7 +71,11 @@
                                                         {% if event.event.best_availability_is_low %}
                                                             <span class="fa fa-exclamation-circle" aria-hidden="true"></span> {% trans "Few tickets left" %}
                                                         {% else %}
-                                                            <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                                            {% if event.event.has_paid_item %}
+                                                                <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Buy now" context "available_event_in_list" %}
+                                                            {% else %}
+                                                                <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                                            {% endif %}
                                                         {% endif %}
                                                     {% elif event.event.settings.waiting_list_enabled and event.event.best_availability_state >= 0 %}
                                                         <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Waiting list" %}
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
index 92097b9ae..569084cca 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
@@ -92,7 +92,11 @@
                                     {% if event.event.best_availability_is_low %}
                                         <span class="fa fa-exclamation-circle" aria-hidden="true"></span> {% trans "Few tickets left" %}
                                     {% else %}
-                                        <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                        {% if event.event.has_paid_item %}
+                                            <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Buy now" context "available_event_in_list" %}
+                                        {% else %}
+                                            <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                        {% endif %}
                                     {% endif %}
                                 {% elif event.event.settings.waiting_list_enabled and event.event.best_availability_state >= 0 %}
                                     <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Waiting list" %}
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
index 573822142..acbde9ce6 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
@@ -56,7 +56,11 @@
                                         {% if event.event.best_availability_is_low %}
                                             <span class="fa fa-exclamation-circle" aria-hidden="true"></span> {% trans "Few tickets left" %}
                                         {% else %}
-                                            <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                            {% if event.event.has_paid_item %}
+                                                <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Buy now" context "available_event_in_list" %}
+                                            {% else %}
+                                                <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Book now" %}
+                                            {% endif %}
                                         {% endif %}
                                     {% elif event.event.settings.waiting_list_enabled and event.event.best_availability_state >= 0 %}
                                         <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Waiting list" %}
diff --git a/src/pretix/presale/templates/pretixpresale/organizers/index.html b/src/pretix/presale/templates/pretixpresale/organizers/index.html
index 588d765b0..ebbf2310a 100644
--- a/src/pretix/presale/templates/pretixpresale/organizers/index.html
+++ b/src/pretix/presale/templates/pretixpresale/organizers/index.html
@@ -84,7 +84,11 @@
                             {% if e.best_availability_is_low %}
                                 <span class="label label-success-warning">{% trans "Few tickets left" %}</span>
                             {% else %}
-                                <span class="label label-success">{% trans "Book now" %}</span>
+                                {% if e.has_paid_item %}
+                                    <span class="label label-success">{% trans "Buy now" context "available_event_in_list" %}</span>
+                                {% else %}
+                                    <span class="label label-success">{% trans "Book now" %}</span>
+                                {% endif %}
                             {% endif %}
                         {% elif e.settings.waiting_list_enabled and e.best_availability_state >= 0 %}
                             <span class="label label-warning">{% trans "Waiting list" %}</span>
diff --git a/src/pretix/presale/views/widget.py b/src/pretix/presale/views/widget.py
index 287a4ae8b..13ddb48eb 100644
--- a/src/pretix/presale/views/widget.py
+++ b/src/pretix/presale/views/widget.py
@@ -41,7 +41,7 @@ from django.template import Context, Engine
 from django.template.loader import get_template
 from django.utils.formats import date_format
 from django.utils.timezone import now
-from django.utils.translation import get_language, gettext
+from django.utils.translation import get_language, gettext, pgettext
 from django.utils.translation.trans_real import DjangoTranslation
 from django.views import View
 from django.views.decorators.cache import cache_page
@@ -374,7 +374,10 @@ class WidgetAPIProductList(EventListMixin, View):
                     availability['reason'] = 'low'
                 else:
                     availability['color'] = 'green'
-                    availability['text'] = gettext('Book now')
+                    if ev.has_paid_item:
+                        availability['text'] = pgettext('available_event_in_list', 'Buy now')
+                    else:
+                        availability['text'] = gettext('Book now')
                     availability['reason'] = 'ok'
             elif event.settings.waiting_list_enabled and (ev.best_availability_state is not None and ev.best_availability_state >= 0):
                 availability['color'] = 'orange'