KIDDERMINSTER Harriers chairman Mark Serrell has blamed the rise of early bird season prices on the increasing cost of daily life.

Tickets for the 2012-13 season went on sale at Aggborough on Monday and will be available until Friday, May 4.

Last season the scheme was a huge success, selling nearly 900 tickets as supporters got ready for an exciting Blue Square Bet Premier campaign.

This time the club have added the rise of VAT to 20 per cent, which wasn’t included in last season’s scheme, while Harriers try to cope with running costs becoming more expensive.

The adult terrace ticket has now gone up from £228 to £239, while the cost of student standing has increased by £17 to £99, with prices in general going up by between five and six per cent.

However, as an added incentive holders will also receive a free loyalty card, which will entitle them to a host of discounts at local stores.

The card will also be available to purchase for £39.95 from next season.

Serrell said: “There are a number of reasons why prices have gone up.

“Last season we never included the VAT increase to 20 per cent and everything is getting more expensive.

“The loyalty card is a new idea which I believe will provide our fans with lots of savings and also help local businesses.”

Early bird season ticket holders will also receive £50 off room hire at the Academy, as well as two tickets which can be used for money off match hospitality.

Anyone who wants more details on early bird tickets can go to