Bolton Wanderers have cut season-ticket prices for the start of next season.
Allardyce says ticket prices has become a "serious issue"
The move comes after champions Chelsea froze season-ticket prices for next season and Wigan brought down the cost of tickets for certain games this term.
Bolton, who froze prices last season, say they are the first Premiership club to lower costs, having reduced season tickets by an average of 10%.
The club's manager, Sam Allardyce, said: "We are sensitive to the economic demands on our supporters."
He told the Bolton website: "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."
Bolton's decision was given a cautious welcome by the Football Supporters Federation.
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 as much money as they have got today.
"Set against that background, it is still a welcome step by Bolton but the Premier League as a whole needs to do much more."
Bolton say the move to lower prices on the back of last year's freeze means there has been a 15% reduction in real terms over the past two years.
The discount will be in addition to the early-purchase discount they traditionally offer.
Bolton's current most expensive season ticket, priced at £499 with discount, will drop to £449.
The Trotters are keen to encourage younger supporters and families back to the Reebok.
A family season ticket for two adults and two children, currently priced at £960 will be reduced to £864, which means a family of four will be able to watch a game for £45.
A family stand season ticket for one adult and one child priced at £480 will fall to £432, enabling a parent to take a child to the Reebok for £22.74 per game, while the child's season ticket will drop to £99, which works out at £5.21 per game.