The Ultimate Guide to Pricing Your Custom T-Shirt Orders
You’ve got your design ready. You know what fabric you want. Now comes the question that can make or break your custom apparel business: How much should you charge?
Pricing custom t-shirts isn’t just about covering costs—it’s about understanding your market, positioning your brand, and building a sustainable business. Price too low and you’ll work yourself to death for pennies. Price too high and you’ll scare away customers.
After 28 years in the printing industry and working with everyone from bands to corporate clients in Calgary, I’ve learned what works. Whether you’re a reseller, creating merch for your brand, or ordering corporate apparel, understanding t-shirt printing prices in Calgary starts with understanding the real costs involved.
Let’s break down exactly how to price your custom t-shirt orders for profit and growth.
Understanding Your True Costs
Before you can price anything, you need to know what it actually costs to produce. Here’s what goes into every custom t-shirt:
1. Blank Garment Cost
- Budget tees: $3-$6 (basic cotton/poly blends)
- Mid-range: $6-$10 (quality 100% cotton)
- Premium: $10-$20 (tri-blends, organic, fashion fits)
2. Printing Cost
- DTG printing: $5-$12 per shirt (depending on design complexity and size)
- DTF printing: $4-$10 per shirt (varies by design and quantity)
- Setup fees: Some printers charge setup; we don’t
3. Hidden Costs People Forget
- Shipping (if ordering blanks separately)
- Design work (if hiring a designer)
- Samples and test prints
- Storage and inventory
- Your time (yes, this counts!)
Example Total Cost: Mid-range blank ($8) + DTG printing ($8) = $16 per shirt
Pricing Strategies That Work
Strategy 1: Keystone Pricing (2x Markup)
Formula: Cost × 2 = Retail Price
Example:
- Cost: $16
- Retail: $32
Best For: Retail stores, established brands, premium positioning
Pros: Healthy profit margin, room for sales/discounts Cons: May be too high for budget-conscious markets
Strategy 2: Cost-Plus Pricing
Formula: Cost + Desired Profit = Retail Price
Example:
- Cost: $16
- Desired profit: $10
- Retail: $26
Best For: Resellers, small businesses, testing new markets
Pros: Simple, transparent, flexible Cons: Doesn’t account for perceived value
Strategy 3: Competitive Pricing
Formula: Research what competitors charge, then position accordingly
Market Research:
- Budget brands: $15-$20
- Mid-range: $20-$30
- Premium: $30-$45+
Best For: New businesses entering established markets
Pros: Market-validated pricing Cons: Race to the bottom if you only compete on price
Strategy 4: Value-Based Pricing
Formula: Price based on perceived value, not just cost
Example:
- Generic t-shirt: $20
- Limited edition band merch: $35
- Custom corporate apparel: $40
Best For: Unique designs, established brands, niche markets
Pros: Higher margins, rewards quality and creativity Cons: Requires strong brand/design to justify premium
Pricing by Order Size: The Volume Discount Model
Most customers expect lower per-unit prices for larger orders. Here’s a typical structure:
| Quantity | Price Per Shirt | Your Cost | Profit Per Shirt |
|---|---|---|---|
| 1-11 shirts | $30 | $16 | $14 |
| 12-24 shirts | $25 | $15 | $10 |
| 25-49 shirts | $22 | $14 | $8 |
| 50-99 shirts | $20 | $13 | $7 |
| 100+ shirts | $18 | $12 | $6 |
Copy table
Why This Works:
- Small orders pay premium for convenience (no minimum at DTG Printing Corp)
- Large orders get volume discounts but still generate healthy total profit
- Encourages customers to order more
Pro Tip: We charge a 40% premium on orders under 12 units to cover the extra handling time for small runs. This keeps small orders profitable while rewarding bulk buyers.
Pricing by Sales Channel
Different channels support different price points:
Direct-to-Consumer (Your Website)
- Pricing: Mid to high ($25-$35)
- Why: No middleman, you keep all profit
- Tip: Offer bundles and free shipping thresholds
Wholesale (Selling to Retailers)
- Pricing: 50% of retail ($12-$18 if retail is $25-$35)
- Why: Retailers need margin to mark up
- Tip: Require minimum order quantities (MOQs)
Events/Pop-Ups (Band Merch Tables, Markets)
- Pricing: Premium ($30-$40)
- Why: Impulse buys, no shipping costs, immediate gratification
- Tip: Cash/card ready, visible pricing
Online Marketplaces (Etsy, Amazon)
- Pricing: Competitive ($20-$30)
- Why: High competition, platform fees (15-30%)
- Tip: Factor fees into your base cost
Common Pricing Mistakes to Avoid
Mistake 1: Forgetting About Your Time
If you spend 5 hours on a project and only make $50 profit, you’re earning $10/hour. Price accordingly.
#2: Racing to the Bottom
Competing only on price attracts the worst customers and kills your margins. Compete on quality, service, and speed instead.
#3: Not Adjusting for Complexity
A simple one-color logo shouldn’t cost the same as a full-color, full-chest photographic print. Adjust pricing based on:
- Number of colors
- Print size
- Design complexity
- Special requests (custom tags, inside prints, etc.)
#4: Ignoring Market Research
Check what others charge for similar products in your area. According to Shopify’s pricing guide, understanding your market is the #1 factor in successful pricing.
#5: Not Building in a Buffer
Always leave room for:
- Reprints (mistakes happen)
- Discounts and promotions
- Unexpected costs
What Should YOU Charge? A Quick Calculator
1: Calculate your total cost per shirt
- Blank: $____
- Printing: $____
- Other costs: $____
- Total Cost: $____
2: Decide your target profit margin
- 50% margin: Cost × 2
- 40% margin: Cost × 1.67
- 30% margin: Cost × 1.43
3: Check competitor pricing
- Are you in range?
- Can you justify premium pricing with better quality/service?
4: Test and adjust
- Start with your calculated price
- Monitor sales and feedback
- Adjust as needed
Real-World Pricing Example: Band Merch
Scenario: Local Calgary band wants 50 shirts for their next show
Costs:
- Blank (quality cotton): $8
- DTG printing (full-color design): $7
- Total cost per shirt: $15
Pricing Options:
A (Budget):
- Sell for $20
- Profit: $5 per shirt
- Total profit: $250
B (Standard):
- Sell for $25
- Profit: $10 per shirt
- Total profit: $500
C (Premium):
- Sell for $30
- Profit: $15 per shirt
- Total profit: $750
Recommendation: Start at $25. If they sell out quickly, raise prices next time. If sales are slow, offer “2 for $45” deals.
The Bottom Line: Price for Profit AND Sustainability
The “right” price isn’t the lowest—it’s the one that:
- ✅ Covers all your costs
- ✅ Pays you fairly for your time
- ✅ Allows for growth and reinvestment
- ✅ Reflects the quality you deliver
- ✅ Attracts your ideal customers
At DTG Printing Corp, we help Calgary businesses understand t-shirt printing prices in Calgary with transparent pricing and expert guidance. With no minimum orders and 24-48 hour turnaround, we make it easy to test pricing strategies without huge upfront investment.
Ready to price your project? Check out our pricing page for detailed costs, or contact us for a custom quote. Let’s build a profitable custom apparel business together.