When you think of concerts and festivals, your mind probably jumps straight to the music, the crowd, and the electric energy. But for artists, bands, and event organizers, there’s another powerful piece of the puzzle that plays a huge role-merchandising, specifically selling T-shirts. Event merch is more than just a keepsake; it’s a major revenue stream and a branding goldmine.
In fact, according to Statista, music merchandise, especially apparel, accounts for nearly 40% of an artist’s touring income. That’s right-T-shirts can be just as important as ticket sales. And what better way to showcase a fan’s loyalty than wearing a custom screen print shirt straight from their favorite concert?
So, how do you get in on this action? Whether you’re a band, promoter, designer, or entrepreneur, this guide will walk you through everything you need to know about selling T-shirts at concerts and festivals.
Why T-Shirts Rule the Merch Table
Let’s be real-everyone loves a good T-shirt. It’s comfortable, wearable anywhere, and lets fans wear their music on their sleeves (sometimes literally). Here’s why T-shirts continue to dominate the merch scene:
- Universal appeal – Everyone wears T-shirts, making them the most accessible piece of merch.
- Mobile advertising – Each shirt acts like a walking billboard for your event or brand.
- High profit margin – The cost to produce shirts is relatively low compared to the retail price.
- Emotional connection – Wearing event merch helps fans feel part of a moment or community.
Prepping for Success: Start Before the Event
1. Design Matters-A Lot
A great T-shirt design is half the battle. People aren’t just buying a tee-they’re buying a memory. Make it bold, make it memorable, and make it something they’d actually wear beyond the event.
Tips for a winning design:
- Incorporate the artist or event’s signature style.
- Include the event name and year for collector appeal.
- Offer both minimal and flashy options to suit different tastes.
- Use high-quality artwork to ensure crisp prints.
If you’re collaborating with a designer, make sure they understand screen printing limitations-some effects don’t translate well to fabric.
2. Know Your Audience
Selling punk band tees at a folk festival? Probably not your best move. Understanding your audience helps you decide everything from design to pricing to shirt cuts and sizes.
Ask yourself:
- What age group are you targeting?
- Are attendees more fashion-forward or casual?
- Do they value sustainability? (Organic cotton might be a selling point.)
- What price range is comfortable for them?
Data from your ticketing platform or previous events can help here.
3. Choose the Right Print Method
Your printing method directly affects cost, appearance, and durability. For events, screen printing is the industry standard. It’s cost-effective at scale, vibrant, and lasts through countless washes.
However, for limited runs or designs with lots of colors, direct-to-garment (DTG) printing might work better, even if it costs a bit more per shirt.
Make sure your custom screen print shirt supplier offers flexible turnaround times-you don’t want to be left empty-handed on event day.
Pricing, Inventory & Strategy
4. Set Smart Prices
Pricing should cover production, shipping, vendor fees, and leave room for profit. But don’t go so high that people walk away.
Here’s a rough breakdown:
- Cost per shirt (wholesale + printing): $5–$10
- Retail price at event: $25–$40
Pro tip: Offer bundle deals, like a shirt + poster for $5 off. Fans love feeling like they’re getting a deal.
5. Stock Wisely
Running out of popular sizes halfway through a festival is a rookie mistake. Use historical sales data or pre-orders to estimate demand.
A general rule:
- 25% small
- 40% medium
- 25% large
- 10% XL or above
Always round up slightly-you can sell leftovers online later.
6. Accept Card + Mobile Payments
In 2025, not taking mobile payments is like refusing to sell merch. Use a POS system like Square, Shopify, or Stripe Terminal. Even better, offer tap-to-pay to speed up lines.
Make sure your internet connection is solid-invest in a portable hotspot if needed.
Merch Booth Setup Tips
7. Make It Visual
People buy with their eyes first. A bland booth with a pile of shirts won’t cut it. Use vertical displays, mannequins, or hanging racks to showcase designs.
Include:
- Clear pricing signage
- A mirror for try-ons
- QR code for digital purchases
- Lights (if it’s an evening event)
8. Staff It Right
Train your merch team to do more than just take payments. They should:
- Know product info (like if it’s organic cotton or limited edition)
- Be outgoing and friendly
- Upsell bundle deals
- Handle refunds or exchanges if needed
Friendly staff = more sales. Simple.
9. Create FOMO with Limited Editions
Want to boost urgency? Create event-only T-shirts that won’t be sold online. Fans hate missing out-and that psychology drives purchases.
Label them clearly as:
- “Festival exclusive”
- “Limited run – only 100 made”
- “Only available today!”
Bonus tip: Number them for collectors (e.g., “34/100”).
Post-Event Profit Boost
10. Sell Leftover Inventory Online
Don’t let unsold shirts collect dust. Put them on your website, Etsy store, or a dedicated merch platform. Use photos from the event to drive traffic, and offer limited-time discounts to convert hesitant buyers.
Promote with captions like:
- “Missed the show? Grab the tee while it lasts.”
- “Only a few left from the summer tour!”
11. Gather Feedback for Next Time
Send a post-event survey or Instagram poll asking fans:
- Which designs they loved
- What sizes they couldn’t find
- What other merch they’d buy
Use this data to plan smarter next time.
Final Thoughts
Selling T-shirts at concerts and festivals isn’t just about slapping a logo on fabric-it’s about capturing a moment in time and turning it into something people want to wear again and again. With the right designs, setup, and strategy, you can create a merch experience that drives revenue, promotes your brand, and leaves fans walking away happy.
Remember, a well-made custom screen print shirt isn’t just apparel-it’s a memory, a statement, and sometimes even a conversation starter. And in the world of live events, that kind of connection is priceless.
