Everton have revealed that season ticket sales have already matched last season's record of 27,000 despite a disappointing season last year.
Expectations went through the roof after Roberto Martinez's opening campaign in 2013-14, a year that saw the blues finish fifth with a record points haul in the Premier League.
Unfortunately the last campaign proved something of a disappointment, with the club finishing 11th and bowing out of both domestic competition early. The Europa League did provide some happy memories before Everton were dumped out by Dynamo Kiev in March.
However, despite last year's frustration supporters are continuing to back the club by renewing their season tickets with the previous campaign barely finished.
This once again highlights the loyalty of Evertonians who will continue to get behind the side when things don't go to plan.
Credit too has to go to Everton for a competitive pricing structure and 'early-bird' reductions, particularly for kids and young adults under 21.
The temptation must be to rise ticket prices more in line with their rivals but Everton are acutely aware that their local fanbase can't/won't pay sky high prices.
They get a lot of criticism for some of the commercial decisions they make but when it comes to season ticket prices I feel they deserve some praise for striking the right balance between profitability and affordability.
With the supporters putting their money where their mouth is now it is the time for the board to back Martinez and ensure we improve on last year's disappointing campaign.