How to Price Your Merch So It Actually Sells

Selling merch is one of the best ways for an unsigned band to make money - especially at gigs. But so many bands either overthink it, underprice it, or throw out random numbers that make no sense. The result? Unsold boxes, awkward merch tables and missed opportunities.

Getting your merch pricing right isn’t just about covering costs. It’s about understanding your fans, your position and how to offer value while still making it worthwhile.

Start by working out your costs - properly. If a T-shirt costs £6 to print, don’t sell it for £10 and think you’ve made £4. That doesn’t include design time, shipping to you, storage, or the ones you give away. A good rule of thumb: aim to at least double your costs. If you pay £6, consider pricing at £12–£15 minimum - more if the quality and design justify it.

But there’s a ceiling. Most people won’t spend £25 on a band they just discovered, especially if you’re unsigned and unknown in their area. That doesn’t mean your merch isn’t worth it - it means you need to price smartly based on context. At local gigs, price to sell. At festivals or further afield, bundle or upsell if it makes sense.

Offer a mix. One main item (usually a T-shirt), one cheaper thing (badges, stickers, lyric zine, patches) and maybe one premium item (hoodie, tote, vinyl). This gives fans options. Someone who’s skint might still buy a £3 badge. Someone who’s into the band might grab a bundle. The important part is making something available to everyone who wants to support you.

Don’t be afraid to explain. A small sign that says “Every shirt helps us fund our next recording” can turn a maybe into a yes. Fans want to support bands they love - but they still want to know where their money’s going.

Presentation makes a difference too. Folded shirts. Clear prices. A card reader (SumUp, Zettle, etc.) for contactless payments. Even if you only sell a few items a night, those few sales add up - and how you present your table shows people you care.

Don’t rely on gigs alone. Put your merch online - Bandcamp, Big Cartel, Shopify, wherever you’re comfortable. Even if you only get the occasional order, it keeps things moving and gives fans somewhere to go after discovering you.

The right merch at the right price is one of the best tools an unsigned band has. It’s income, promotion and connection - all in one.

And the more you treat it like something that matters, the more your fans will too.