Merch Strategy: What Actually Sells

Why Merch Matters

Merchandise is one of the highest-margin revenue streams in music. A t-shirt that costs you $7 sells for $25-30 — that's a 70%+ margin. At shows, merch often generates more income than the performance guarantee.

What Actually Sells

Tier 1: Low-price impulse buys ($1-5)

• Stickers (always your best seller by volume)
• Buttons/pins
• Patches

Tier 2: Core items ($20-35)

• T-shirts (your bread and butter)
• Vinyl records
• Hats/beanies

Tier 3: Premium ($40+)

• Hoodies/crewnecks
• Limited edition items
• Signed bundles

Pricing Strategy

• Always have something under $5 — fans who can't afford a shirt will buy a sticker
• Price t-shirts at $25-30 — under $25 looks cheap, over $35 reduces impulse buys
• Bundle items — "Shirt + vinyl for $40" (saves them $10, increases your average sale)
• Accept cards — Square/Stripe readers. Cash-only merch tables leave 30-40% of revenue on the table.

Print-on-Demand vs. Bulk

Print-on-Demand (Printful, Printify)

• No upfront cost
• Ships directly to fans
• Higher per-unit cost ($12-18 per shirt)
• Best for: Online-only sales, testing designs

Bulk Ordering (local printer)

• Lower per-unit cost ($5-8 per shirt)
• Requires upfront investment
• You handle shipping or sell at shows
• Best for: Tour merch, established designs

Design Matters

• Simple, bold designs work best
• Your artist name should be legible at a distance
• Think about what someone would wear even if they didn't know your music
• Hire a designer ($50-200 for a good merch design)
• Get feedback before printing 200 units