How an Unsigned Band Can Sell More Merch Without Feeling Pushy

If you’re in an unsigned band, chances are your merch sales can mean the difference between covering your fuel costs or going into your own pocket after a show. But selling merch can feel awkward — no one wants to come off as desperate, salesy, or begging.

The good news? There’s a better way. With a few small changes in how you design, display, and promote your merch, your unsigned band can start earning more — without turning into walking sales reps.

Make Merch That Fans Actually Want

Start by thinking about what you'd wear. Generic logo shirts in basic fonts won’t cut it anymore. Create designs that feel like fashion, not just promotion.

Great merch for unsigned bands includes:

• Lyric-based shirts or hoodies with strong visuals

• Limited-run items tied to a single or album release

• Tote bags, hats, or patches that appeal beyond just music fans

Think in collections — not leftovers.

Always Mention It (But Casually)

You don’t have to deliver a hard sell. Instead, weave merch into your set naturally:

• “That last track’s called Ghost in My House — it’s on the new EP, which we’ve got at the merch table.”

• “If you liked the acoustic one earlier, we’ve got a handwritten lyric zine over there — one per gig, so grab it before it goes.”

If your unsigned band sees merch as part of the show — not a separate thing — your audience will too.

Make It Easy to Buy

Don’t rely on people carrying cash. Use a simple card reader (SumUp or Zettle are great for UK bands) and display a small sign that says “Card & Contactless Accepted.”

Price things clearly. Group items in bundles. Offer one cheap item (like stickers or pins) so everyone can afford to support you.

If possible, take it online. Even a free Big Cartel store with a PayPal link helps fans buy later.

Tell the Story Behind the Merch

Every unsigned band has fans who want to feel closer to the story. Your merch is a chance to share it.

Maybe your shirt design is based on a lyric you wrote after a breakup. Maybe the cover art was painted by your drummer’s nan. Maybe the tote bags were hand-printed in your kitchen.

Stories sell. Emotion sells. Don’t just show your merch — explain it.

Let Fans Be the Merch Stand

If someone buys your merch, thank them publicly at the gig. If you see someone wearing it at another show, snap a pic. Tag fans on Instagram wearing your gear. Turn them into your best ambassadors.

Word of mouth and social proof are more effective than any ad spend your unsigned band could afford.

Selling merch doesn’t have to feel awkward. In fact, it’s one of the most empowering things an unsigned band can do — because it means fans value your work enough to wear it, share it, and pay for it.

So stop thinking of merch as “extra.” It’s part of your art. Part of your brand. Part of how you survive and thrive as an independent act.