Bolton claim to have become the first Premiership club to cut ticket prices for the start of next season.
Wanderers announced last night they will reduce season-ticket prices, excluding corporate hospitality packages, by an average of 10 per cent.
The club froze prices last season, meaning the move represents a 15 per cent reduction in the real terms over the past two years.
The discount will be in addition to the early-purchase discount they traditionally offer.
Manager Sam Allardyce said on the club's official website: 'We are sensitive to the economic demands on our supporters. For that reason, we are committed to rolling back the price of watching football at the Reebok Stadium next season.
'We have to recognise that fans have to dig deep in their pockets to watch top-flight football.
'This has become a serious issue that has reached a crescendo across the country and we feel duty bound to make a stance by reducing the cost for our season-ticket holders.'
Champions Chelsea announced a price-freezing initiative on Monday.
The decision has been given a cautious welcome by the Football Supporters' Federation.
The fans group have already launched an online petition at what they describe as 'rip-off ticket prices'.
With top-flight clubs preparing to enjoy the benefits of a lucrative new television deal, supporters are becoming increasingly angry at admission prices.
FSF spokesman Malcolm Clarke said: 'We will give Bolton only one and a half cheers because it is not very much in relation to the money they will get in, like other Premiership clubs.
'They could let everyone in free and still have almost as much money as they have got today.
'Set against that background it is a welcome step by Bolton but the Premier League as a whole needs to do much more.''
Clarke would like to see some of the new TV money filtering through the leagues.
He added: 'It should be distributed lower down the game so that clubs can benefit and help to maintain the integrity of the pyramid.'