How Much Should You Charge for a T-Shirt?
By The Merch Counter team · Updated · 3 min read
Price a t-shirt with your logo at $25–$35. That's 2.5 times what a basic print-on-demand tee costs to make (Printful lists a Bella+Canvas 3001 from $11.92, so about $12 †), which gives $30, with room either side. Then adjust for what similar shops near you charge, how strong your design is, and how loyal your customers are.
The formula
Price = cost to make × 2.5, rounded to a clean number.
That markup is the default suggestion on The Merch Counter. It's high enough to leave a worthwhile margin after fees, and low enough that the price feels fair.
At $30, here's where the money goes †:
| Customer pays | $30.00 |
| Shirt and printing | −$12.00 |
| Our fee (20%) | −$6.00 |
| You earn | $12.00 |
At a 2.5× markup, you keep 40% of every sale.
Adjust for your market
Check the local shelf. What do the brewery, café and gym near you charge for a shirt? Your customers have those numbers in their head. Being in the same range is usually right.
Adjust for the design. A plain logo tee sits at the lower end. A great original design, a collaboration with a local artist, or a limited run can sit at the top or above it.
Adjust for the blank. Premium heavyweight or specialty tees cost more to make and can carry a higher price. Customers notice the difference in the fabric.
Adjust for your customers. Tourist-heavy shops and much-loved local institutions can usually charge more. Price-sensitive neighborhoods may need to stay near the bottom of the range.
How different prices change what you earn
For a tee that costs $12 to make †:
| Price | Our fee (20%) | You earn † | Your share |
|---|---|---|---|
| $25 | $5.00 | $8.00 | 32% |
| $28 | $5.60 | $10.40 | 37% |
| $30 | $6.00 | $12.00 | 40% |
| $32 | $6.40 | $13.60 | 43% |
| $35 | $7.00 | $16.00 | 46% |
A few dollars on the price makes a big difference to what you keep. Going from $25 to $30 earns you 50% more on every shirt.
What about bigger sizes?
Bigger sizes use more fabric and cost more to make. At one price for all sizes, you earn less on a 3XL than on a medium †:
| Size | Cost † | You earn at $30 † |
|---|---|---|
| S–XL | $12.00 | $12.00 |
| 3XL | $15.00 | $9.00 |
One price for all sizes is simpler, and many customers find it fairer. Just make sure the largest size still earns you something. On The Merch Counter, the suggested price is set so no size sells at a loss, and your dashboard shows earnings for every size.
Don't go too low
It's tempting to price low to sell more. Usually it doesn't work:
- People buying merch from a local business aren't bargain hunting. They're buying into the place.
- A very low price can make the shirt seem cheap.
- At $20, you might earn only a few dollars per shirt. That's a lot of selling for very little.
If shirts aren't selling, look at the design and how many people know the shop exists before cutting the price.
Quick answers
Should I charge more for front-and-back printing?
Yes. A second print area costs more to make, so it's reasonable to charge a few dollars more.
Should I charge less for staff or family?
Order them through your shop like anyone else, or order samples at cost.
Should my price include shipping?
You can choose. See Should You Offer Free Shipping on Merch?
Related: Merch Pricing Guide · How to Price Hoodies, Hats and Mugs
† Worked examples. They use our real 20% fee and suggested 2.5× price on an illustrative cost to make; real costs vary by product, size and print. Bulk-order figures are illustrative too. Today’s numbers for every product are in the profit calculator and in your dashboard before you list anything.