diff --git a/src/pretix/presale/templates/pretixpresale/event/fragment_addon_choice.html b/src/pretix/presale/templates/pretixpresale/event/fragment_addon_choice.html
index 25282f069e..e8eab738f1 100644
--- a/src/pretix/presale/templates/pretixpresale/event/fragment_addon_choice.html
+++ b/src/pretix/presale/templates/pretixpresale/event/fragment_addon_choice.html
@@ -106,7 +106,10 @@
                     </div>
                     <div class="variations {% if not event.settings.show_variations_expanded %}variations-collapsed{% endif %}">
                         {% for var in item.available_variations %}
-                            <article aria-labelledby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row-fluid product-row variation">
+                            <article aria-labelledby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row-fluid product-row variation"
+                            {% if not item.free_price %}
+                                data-price="{% if event.settings.display_net_prices %}{{ var.display_price.net|unlocalize }}{% else %}{{ var.display_price.gross|unlocalize }}{% endif %}"
+                            {% endif %}>
                                 <div class="col-md-8 col-sm-6 col-xs-12">
                                     <h5 id="cp-{{ form.pos.pk }}-item-{{ item.pk }}-{{ var.pk }}-legend">{{ var }}</h5>
                                     {% if var.description %}
@@ -223,7 +226,10 @@
                     </div>
                 </article>
             {% else %}
-                <article aria-labelledby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-description"{% endif %} class="row-fluid product-row simple">
+                <article aria-labelledby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="cp-{{ form.pos.pk }}-item-{{ item.pk }}-description"{% endif %} class="row-fluid product-row simple"
+                {% if not item.free_price %}
+                    data-price="{% if event.settings.display_net_prices %}{{ item.display_price.net|unlocalize }}{% else %}{{ item.display_price.gross|unlocalize }}{% endif %}"
+                {% endif %}>
                     <div class="col-md-8 col-sm-6 col-xs-12">
                         {% if item.picture %}
                             <a href="{{ item.picture.url }}" class="productpicture"
diff --git a/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html b/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
index 7a98bc2d62..b6c5f784d6 100644
--- a/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
+++ b/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
@@ -98,7 +98,10 @@
                     </div>
                     <div class="variations {% if not event.settings.show_variations_expanded %}variations-collapsed{% endif %}">
                         {% for var in item.available_variations %}
-                            <article aria-labelledby="item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row product-row variation" id="item-{{ item.pk }}-{{ var.pk }}">
+                            <article aria-labelledby="item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row product-row variation" id="item-{{ item.pk }}-{{ var.pk }}"
+                            {% if not item.free_price %}
+                                data-price="{% if event.settings.display_net_prices %}{{ var.display_price.net|unlocalize }}{% else %}{{ var.display_price.gross|unlocalize }}{% endif %}"
+                            {% endif %}>
                                 <div class="col-md-8 col-sm-6 col-xs-12">
                                     <h5 id="item-{{ item.pk }}-{{ var.pk }}-legend">{{ var }}</h5>
                                     {% if var.description %}
@@ -228,7 +231,10 @@
                     </div>
                 </article>
             {% else %}
-                <article aria-labelledby="item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="item-{{ item.pk }}-description"{% endif %} class="row product-row simple" id="item-{{ item.pk }}">
+                <article aria-labelledby="item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="item-{{ item.pk }}-description"{% endif %} class="row product-row simple" id="item-{{ item.pk }}"
+                {% if not item.free_price %}
+                    data-price="{% if event.settings.display_net_prices %}{{ item.display_price.net|unlocalize }}{% else %}{{ item.display_price.gross|unlocalize }}{% endif %}"
+                {% endif %}>
                     <div class="col-md-8 col-sm-6 col-xs-12">
                         {% if item.picture %}
                             <a href="{{ item.picture.url }}" class="productpicture"
diff --git a/src/pretix/presale/templates/pretixpresale/event/voucher.html b/src/pretix/presale/templates/pretixpresale/event/voucher.html
index f51458154e..706300f30b 100644
--- a/src/pretix/presale/templates/pretixpresale/event/voucher.html
+++ b/src/pretix/presale/templates/pretixpresale/event/voucher.html
@@ -127,7 +127,10 @@
                                 </div>
                                 <div class="variations">
                                     {% for var in item.available_variations %}
-                                        <article aria-labelledby="item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row product-row variation" id="item-{{ item.pk }}-{{ var.pk }}">
+                                        <article aria-labelledby="item-{{ item.pk }}-{{ var.pk }}-legend"{% if var.description %} aria-describedby="item-{{ item.pk }}-{{ var.pk }}-description"{% endif %} class="row product-row variation" id="item-{{ item.pk }}-{{ var.pk }}"
+                                        {% if not item.free_price %}
+                                            data-price="{% if event.settings.display_net_prices %}{{ var.display_price.net|unlocalize }}{% else %}{{ var.display_price.gross|unlocalize }}{% endif %}"
+                                        {% endif %}>
                                             <div class="col-md-8 col-sm-6 col-xs-12">
                                                 <h5 id="item-{{ item.pk }}-{{ var.pk }}-legend">{{ var }}</h5>
                                                 {% if var.description %}
@@ -259,7 +262,10 @@
                                 </div>
                             </article>
                         {% else %}
-                            <article aria-labelledby="item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="item-{{ item.pk }}-description"{% endif %} class="row product-row simple" id="item-{{ item.pk }}">
+                            <article aria-labelledby="item-{{ item.pk }}-legend"{% if item.description %} aria-describedby="item-{{ item.pk }}-description"{% endif %} class="row product-row simple" id="item-{{ item.pk }}"
+                            {% if not item.free_price %}
+                                data-price="{% if event.settings.display_net_prices %}{{ item.display_price.net|unlocalize }}{% else %}{{ item.display_price.gross|unlocalize }}{% endif %}"
+                            {% endif %}>
                                 <div class="col-md-8 col-sm-6 col-xs-12">
                                     {% if item.picture %}
                                         <a href="{{ item.picture.url }}" class="productpicture"