Fans not planning on renewing their season tickets have been urged to inform the club as soon as possible to allow them to be released to fellow-supporters.
With more than 8000 tickets sold so far ahead of the Championship kick-off next month, demand to see Robbie Neilson's new-look Hearts team in action has been huge.
With supporters having until Sunday, July 13 to retain their seat for the new campaign, there are currently hundreds of season tickets on hold awaiting renewal.
This has meant the large number of new fans eager to purchase a season ticket can only obtain those with a restricted view, such is the limited number remaining.
Owner Ann Budge, while delighted at the level of uptake so far, has asked supporters who will not be renewing - for whatever reason - to let the club know so fellow-fans can benefit.
"Season ticket sales have been exceptional and that is great news for the club," said Ann.
"We all hope, of course, that as many as possible of our current season ticket holders will renew.
"However, we are also aware that there can be all sorts of reasons, why, in some cases, this might not be possible.
"If fans find themselves in that position, can I ask that they notify the club as soon as possible and that will allow us to give better service to their fellow-supporters.
"To be clear, however, fans still have until July 13 to renew. So, if they are undecided, they should not feel pressurised to make up their mind."
The Ticket Office will be open for calls Monday - Friday, 9am-5pm and Saturday from 10am - 2pm, on 0871 663 1874, option 1, option 8. Alternatively, please email: email@example.com.