This game would sell out extremely quickly if the club didn't make it so difficult for casual fans and new fans to buy tickets. I think people on this forum often find this difficult to comprehend because they themselves are very committed.
Our average home attendance was the highest in the Championship this year (26,005 when you subtract away fans, as per EFL stats on Twitter). Usually, for a big game, a club would add on quite a few thousand to their average figure with casual fans who don't attend every week, or new fans coming along for the first time. The reason we struggle to add to our average attendance, even for a massive game, is because SUFC makes it so difficult for these groups to buy tickets, to the point that they just don't attend in large numbers.
I think there are two main ways in which SUFC is deterring new and casual fans:
1) Purchase history:
For the Forest game, as for any game where the away end is likely to sell out, a purchase history is required in order to buy a ticket. This means that new fans, for example students, kids, or just anyone who hasn't been before, are literally banned from attending. The club says this is to stop away fans getting in the home end. In my opinion, this policy is an overreaction and prevents SUFC growing its fanbase. Big games are when new fans get excited about following the Blades. We are wasting that opportunity, as well as reducing our chances of selling out the stadium.
2) Website and ticketing system:
If you're used to it, it works OK. If you're not, it doesn't. The one ticket per supporter rule and the fact that every ticket has to be allocated to a registered supporter makes buying tickets for a group a confusing faff. I've previously taken extended family from Kent to a game, which meant I had to make an account for each of them on the website and add them all as friends and family before I could buy the tickets. I know some of you will think that this isn't too much effort, or that we don't need casual fans at the games anyway, but the fact is that it's complicated and time consuming and puts people off attending. I've been to games at stadiums around the country and it's nowhere near as difficult anywhere else, and this contributes to why other clubs sell out their stadiums more easily for big games.
In my opinion the club is hindering itself with these policies: reducing our financial income, inhibiting the growth of the fanbase and of course reducing the support available to the players on matchdays. Plus it's obviously a bad look for the club when there are lots of empty seats visible at a big game.
The club says Forest tickets are now on 'general sale', but this isn't true. They're on general sale if you've got a purchase history and are able/ willing to clear administrative hurdles on a clunky website. I'm an ex-season ticket holder now living outside Sheffield, so I only attend occasionally these days. Whenever I do, especially if I'm buying tickets for a group or taking someone new, I'm amazed at how difficult the club makes it!