diff --git a/src/pretix/base/settings.py b/src/pretix/base/settings.py
index c7f7e2c1f1..276c1667dd 100644
--- a/src/pretix/base/settings.py
+++ b/src/pretix/base/settings.py
@@ -101,6 +101,10 @@ DEFAULTS = {
         'default': 'False',
         'type': bool
     },
+    'presale_has_ended_text': {
+        'default': '',
+        'type': LazyI18nString
+    },
     'payment_explanation': {
         'default': '',
         'type': LazyI18nString
diff --git a/src/pretix/control/forms/event.py b/src/pretix/control/forms/event.py
index 264dfa41cc..6169368dcf 100644
--- a/src/pretix/control/forms/event.py
+++ b/src/pretix/control/forms/event.py
@@ -1049,6 +1049,14 @@ class DisplaySettingsForm(SettingsForm):
         required=False,
         widget=I18nTextarea
     )
+    presale_has_ended_text = I18nFormField(
+        label=_("End of presale text"),
+        required=False,
+        widget=I18nTextarea,
+        widget_kwargs={'attrs': {'rows': '2'}},
+        help_text=_("This text will be shown above the ticket shop once the designated sales timeframe for this event "
+                    "is over. You can use it to describe other options to get a ticket, such as a box office.")
+    )
     voucher_explanation_text = I18nFormField(
         label=_("Voucher explanation"),
         required=False,
diff --git a/src/pretix/control/templates/pretixcontrol/event/display.html b/src/pretix/control/templates/pretixcontrol/event/display.html
index 09f1ac9b9f..ee991b2064 100644
--- a/src/pretix/control/templates/pretixcontrol/event/display.html
+++ b/src/pretix/control/templates/pretixcontrol/event/display.html
@@ -11,6 +11,7 @@
             <legend>{% trans "Event page" %}</legend>
             {% bootstrap_field form.logo_image layout="control" %}
             {% bootstrap_field form.frontpage_text layout="control" %}
+            {% bootstrap_field form.presale_has_ended_text layout="control" %}
             {% bootstrap_field form.voucher_explanation_text layout="control" %}
             {% bootstrap_field form.show_variations_expanded layout="control" %}
             {% bootstrap_field form.meta_noindex layout="control" %}
diff --git a/src/pretix/presale/templates/pretixpresale/event/index.html b/src/pretix/presale/templates/pretixpresale/event/index.html
index b829ec0b4d..210b655878 100644
--- a/src/pretix/presale/templates/pretixpresale/event/index.html
+++ b/src/pretix/presale/templates/pretixpresale/event/index.html
@@ -110,9 +110,13 @@
         {% if not ev.presale_is_running %}
             <div class="alert alert-info">
                 {% if ev.presale_has_ended %}
-                    {% blocktrans trimmed %}
-                        The presale period for this event is over.
-                    {% endblocktrans %}
+                    {% if event.settings.presale_has_ended_text %}
+                        {{ event.settings.presale_has_ended_text|rich_text }}
+                    {% else %}
+                        {% blocktrans trimmed %}
+                            The presale period for this event is over.
+                        {% endblocktrans %}
+                    {% endif %}
                 {% elif event.settings.presale_start_show_date %}
                     {% blocktrans trimmed with date=ev.presale_start|date:"SHORT_DATE_FORMAT" time=ev.presale_start|time:"TIME_FORMAT" %}
                         The presale for this event will start on {{ date }} at {{ time }}.
diff --git a/src/pretix/presale/views/widget.py b/src/pretix/presale/views/widget.py
index 5c896ea8d7..2bf7fd283c 100644
--- a/src/pretix/presale/views/widget.py
+++ b/src/pretix/presale/views/widget.py
@@ -437,7 +437,10 @@ class WidgetAPIProductList(EventListMixin, View):
 
         if not ev.presale_is_running:
             if ev.presale_has_ended:
-                data['error'] = ugettext('The presale period for this event is over.')
+                if request.event.settings.presale_has_ended_text:
+                    data['error'] = str(request.event.settings.presale_has_ended_text)
+                else:
+                    data['error'] = ugettext('The presale period for this event is over.')
             elif request.event.settings.presale_start_show_date:
                 data['error'] = ugettext('The presale for this event will start on %(date)s at %(time)s.') % {
                     'date': date_format(ev.presale_start.astimezone(request.event.timezone), "SHORT_DATE_FORMAT"),