💰 How to Price Custom T-Shirts for Profit (2025 Edition)

✍️ You’re Not Charging Too Much (You’re Guessing Too Little)

Pricing custom t-shirts shouldn’t be guesswork. However, many creators choose a number based on intuition, undercharge, and then wonder why their profit is zero. This guide reveals a print-on-demand pricing formula using real numbers from our AWDis AT001 T-shirt example, tailored for merch businesses, startup clothing lines, and indie brands. Learn how to price art t-shirts, hoodies, and tees — even if you’re not VAT registered.

💸 Understand Your Base Costs First

Before you add markup, you need to know exactly what each shirt costs you, with no hidden fees. We utilise a print-on-demand model (order as needed, with zero inventory), which is ideal for t-shirt printing businesses or shops selling bespoke graphic tees. Here’s the breakdown:

This £15.23 base cost covers everything except customer delivery, meaning your business can stay lean with no stock, storage, or upfront capital. It’s a zero‑risk way to scale your merch line or custom clothing brand.

🛍️ What Should You Charge?

Pricing your custom t-shirts isn't just about covering your costs — it's about understanding what customers expect to pay and what the market will support. Whether you're selling directly through your own website or listing on marketplaces like Etsy, eBay or Amazon, you need to factor in platform fees, competitor pricing, and perceived value. Below is a breakdown showing recommended retail prices (RRP) based on your fulfilment method.

If you're new to this, we recommend reading How to Build a Clothing Brand with No Design Experience for setup tips.

📦 Bulk Orders vs One-Off Tees

When deciding between print-on-demand and bulk ordering, the key factor is predictability. POD lets you start with no inventory or upfront cost, while bulk gives you better profit margins — once you're confident in your product. Here's how the numbers compare based on your AT001 setup (exclusive of delivery):

👉 Bulk discount pricing is available through our sales team. Bulk orders can also be placed directly through the website; however, discounts will not be automatically applied.

📊 Test, Track, & Adjust Your Pricing Over Time

T-shirt pricing isn’t static. What works at launch might not work in three months. Testing allows you to find your sweet spot for both volume and profit. Start with small print runs or a few POD orders and adjust based on:

• Sales volume vs profit margin – Is it better to sell 10 shirts at £19.99 or 5 at £24.99?
• Audience behaviour – Are your buyers deal-seekers or brand loyalists?
• Seasonal changes – Higher margins may be more effective during gift-giving seasons or promotions.
• Marketplace vs website – Use higher pricing on platforms with built-in traffic.

Utilise Shopify analytics or Etsy statistics to identify trends and refine your pricing strategy. You can also learn more from our insights on small business goal-setting and t-shirt marketing techniques.

💬 Final Thoughts

There’s no one-size-fits-all price. However, there's a smart starting point — and that’s what this guide is for. Keep your costs lean, price with intention, and always factor in how much value your designs offer. The key to profit isn’t just markup — it’s storytelling, perceived quality, and how well your brand connects.

Whether you're running a lean POD side hustle or scaling up with bulk orders, pricing should be a deliberate part of your brand strategy. Want help getting started? Try our custom t-shirts or contact us to discuss bulk t-shirt printing.

📚 Other Related Articles You Might Find Helpful

• How to Build a Clothing Brand with No Design Experience
• Common Mistakes First-Time Designers Make
• Start a Clothing Brand in the UK
• What Are the Best UK T-Shirt Printing Techniques?
• Best T-Shirts for Startups & Indie Labels