Stop Wasting Money on Merch That Doesn’t Sell: The ROI Guide

Why Isn’t My Merch Selling?

The most common mistake we see bands, brands, and businesses make is assuming that Lower Cost = Higher Profit.

It seems logical: “If I buy the cheapest scratchy cotton shirt for $4.00 and sell it for $20, I make $16.” But that math only works if people actually buy the shirt.

If you print 100 cheap shirts and only sell 20 because the fit is undesirable and the fabric is rough, you haven’t made a profit. You’ve lost money and are stuck with boxes of inventory.

At Printed Threads, we help clients shift their mindset from “Cost per Shirt” to “Profit per Customer.” Here’s how to stop wasting money and increase merch ROI.

1. The “Favorite Shirt” Theory (Quality vs. Cost)

Think about the favorite t-shirt in your own drawer. Is it the stiff, thick promotional tee you got for free at a business opening? Probably not. It’s likely a soft tee that fits well (i.e. Allmade Tri-Blend Tee).

Allmade Tri-blend tee

The Math of Quality:

  • Scenario A (The Cheap Shirt): Cost $5. Sell Price $15. Profit: $10. Result: Low sales volume because it feels “cheap.”

  • Scenario B (The Premium Shirt): Cost $8. Sell Price $30. Profit: $22. Result: High sales volume because it feels like a retail fashion item.

Takeaway: To increase merch ROI, choose “retail-quality” blanks (like tri-blends or combed ring-spun cotton) that customers actually want to wear. The higher upfront cost is offset by a higher willingness to pay.

2. Design for the Wearer, Not the Brand

A huge factor in low sell-through is “Billboard Syndrome.” Unless you’re Nike or Supreme, most people don’t want a giant version of your logo plastered across their chest.

  • The Fix: Treat your merch like a clothing line, not a business card. Use artwork that captures a “vibe” or an artistic aesthetic.

  • Strategy: Place your logo subtly (locker patch, sleeve print, or hem tag) and let the main graphic be something artistic.

  • Technical Tip: Use Jumbo Screens (up to 16″ x 22″) for streetwear aesthetics that command a higher price point.

subtle logo placement

 

3. Fix Your Size Breakdown (The Bell Curve)

One of the fastest ways to kill your ROI is ordering the wrong sizes. Many first-time buyers order an “Even Split” (e.g., 20 Smalls, 20 Mediums, 20 Larges, 20 XLs).

Do not do this. You’ll sell out of Larges immediately and be stuck with 15 Smalls forever.

  • Standard Rule: Follow the Bell Curve. Heavy on Medium, Large, and XL. Light on Small and 2XL/3XL (unless you know your specific audience is larger or smaller).

  • Data Check: If you’ve sold merch before, ask us to look at your previous run. We can help you forecast the ratio so you end up with $0 in unsold inventory.

4. Limit Your Options (Analysis Paralysis)

Having 10 different designs on the table often leads to lower sales than having 3 amazing designs.

  • The Psychology: When a fan or customer is overwhelmed by choices, they often choose nothing.

  • The Inksmith Advice: Pick one dark garment, one light garment, and one specialty item (like a hoodie or hat). Focus your budget on making those three items perfect.

Summary: The Checklist for High ROI Merch

Before you submit your next Quote Form, ask yourself:

  1. Is the blank comfortable? (Would I wear this to sleep?)

  2. Is the art cool? (Would I wear this if I didn’t know the brand?)

  3. Is the price right? (Am I charging enough to cover a premium blank?)

Stop guessing. Start selling. Our Client Reps are trained to help you maximize your budget.

Printed Threads Quote Forms