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..b4fbee2601 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 +98,7 @@
                     </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 var.free_price %} data-price="{{ var.price }}"{% 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 +228,7 @@
                     </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="{{ item.price }}"{% endif %}>
                     <div class="col-md-8 col-sm-6 col-xs-12">
                         {% if item.picture %}
                             <a href="{{ item.picture.url }}" class="productpicture"