Excuses, Excuses!

Quite likely the most frequently used excuse I hear from bands and artists about why they aren’t getting [new] merch is that they don’t have the “funds” to get merch made. “We want to wait until we have more money until we get merch” is unfortunately one of the lamest excuses in the book. I don’t mean to be harsh about this and after all, it is my job to get you guys to understand what you don’t already, right?
Making a budget (and sticking to it) is quite likely the most important thing a band can do. It shouldn’t be difficult to raise the money necessary to get a run of merch going in more than two to four months. Every show that your band plays without merch should be considered a show that loses money. It’s a missed opportunity for your band, not just to make a bit of extra cash (which could go towards making more or better merch) but it’s a missed opportunity for advertising, for a connection with the people in your audience, and for business opportunities.

It is as easy as each band member putting $50/month into a bank account. After one month? Maybe $100, maybe $250... after two? $200 to $500... four? Potentially over a thousand bucks... that is more than enough to get a first run going. Use that first collective amount to get some GOOD t-shirts. Don’t get the cheapest tee’s you can find and don’t save money on printing, spend less, get less. Spend more, make more. Invest in quality t-shirts and quality printing.

In the meantime, while you’re building up your savings, research what kind of prints would work best for your band. Pay attention to what the kids are wearing at your shows. Utilize the things you see around you to your advantage! Be funny, be creative, ask questions and promote, promote, promote!!! Let your fans know there is new merch coming! Tell them it’s limited edition, you’re only doing 100 of these t-shirts and then NO MORE! What is going to be more enticing than a limited edition t-shirt from your favourite band? Offer to let them PRE-PAY for their t-shirts, that way you can make sure you get their sizes, and then put that money into your budget as well. Congratulations, your t-shirts aren’t even printed and you’ve already made a profit!

When your money is all saved up and your designs are ready to go, don’t start half-assing it, there! Hire a merch person to sell your merch, upsell everything and keep all of your profits! Divide all of your merch earnings, don’t pay out the band with that money, put it BACK into your piggy bank and use it to make MORE merch!

The second printing, instead of printing 100 t-shirts, do 250, or 500, or 1000 if you can afford it, it will be cheaper per unit costs because you are ordering more quantities! Do different types of merch, more items at different prices. Give your fans options but keep it consistent. Keep production going, keep selling and listen to what your fans have to say. Before you know it, you’ll be making enough money to pay for touring and take a bit home.
Congratulations, now you know how merchandising should work!