Merch Strategies That Actually Make Money on Tour
For most independent artists, smart merch can out-earn the guarantee. Use the field-tested tactics below and the free calculator to forecast profit and avoid dead stock.
What Makes Merch Profitable
- Design for clarity at 10 feet. Big type and simple graphics often outsell clever details.
- Price for the room, not the dream. Match local spending power and the bill style.
- Start with two winners, then expand. One premium tee and one lower priced impulse item often beat five options that confuse buyers.
- Track unit velocity by show size. Reorder based on what actually moves.
Pricing Framework
As a baseline, target a 60 to 70 percent gross margin after venue cut and payment fees. If the venue takes a cut, raise price or steer buyers to items with better margins like hats or posters.
Merch Profit Calculator
Enter your items and assumptions. The table estimates units sold, revenue, costs, and profit. Print or save just the calculator as a PDF when ready.
| Item | Unit Cost | Price | Inventory | Sell-through % | Est Units Sold | Gross Revenue | Fees & Venue Cut | COGS | Gross Profit | |
|---|---|---|---|---|---|---|---|---|---|---|
| 0 | $0.00 | $0.00 | $0.00 | $0.00 | ||||||
| Totals | $0.00 | $0.00 | $0.00 | $0.00 | ||||||
Tip: Buyer rate is the percent of attendees who purchase at least one item. If the room holds 200 and you set buyer rate to 8 percent, expect roughly 16 buyers.
Recommended Product Mix For A First Run
- Primary tee at a fair price. Sizes S to XXL based on your audience split.
- Impulse item under 10 dollars. Stickers, pins, or a simple poster often convert fence sitters.
- One premium item. Hat or embroidered tee for fans who want to spend more.
