CUSTOM T-SHIRT PRICING CALCULATOR
Price your custom apparel for profit. Factor in blank cost, print technique, locations, and packaging to land on a retail price that hits your target margin.
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Industry Apparel Margin Benchmarks
| Pricing Model | Typical Margin | When It Applies |
|---|---|---|
| Keystone Pricing | 50% margin | Traditional wholesale-to-retail markup (2x cost) |
| Wholesale to Boutiques | ~30% margin | Standard margin when selling to third-party retailers |
| Direct-to-Consumer | 60–70% margin | Achievable when selling directly via your own store, no middleman |
The Retail Price Formula
Retail Price = Total Production Cost ÷ (1 − Target Margin % ÷ 100)
Example — DTG front+back print, 50% target margin:
- 1. Blank Cost: $4.50
- 2. Print Cost (DTG + front/back): $4.00 + $3.00 = $7.00
- 3. Packaging: $0.75
- 4. Total Production Cost: $4.50 + $7.00 + $0.75 = $12.25
- 5. Retail Price: $12.25 ÷ (1 − 0.50) = $24.50
Frequently Asked Questions
What is the average markup on custom t-shirts?
Most independent apparel sellers mark up custom t-shirts by 2–3x their total production cost, landing in the 50–70% margin range for direct-to-consumer sales. Wholesale-to-boutique pricing runs lower, typically a 30% margin, since the boutique then re-marks the item for their own retail sale.
How do print locations affect garment pricing?
Each additional print location — back, sleeve, or a second color pass — adds direct production cost and should be priced into the total before applying your margin, not absorbed into your profit. A front+back design typically costs $2–4 more to produce than a front-only design.
Which print technique is cheapest for small orders?
DTG (Direct-to-Garment) and vinyl (HTV) are the most cost-effective for small runs since they have no setup cost per design. Screen printing becomes cheaper per unit only at higher volumes (50+ units) because its higher setup cost is spread across more shirts.
What profit margin should I aim for on custom t-shirts?
Choose a margin that still leaves profit after marketplace fees, ads and the occasional return or reprint. Test it in the calculator first, then compare your price with similar listings to make sure it's still competitive.
Should I charge more for back or sleeve prints?
Yes. Each extra print location adds print cost, and with screen printing it adds another setup fee. Add each location as its own print cost so the margin is calculated on the full cost.
Worked Example: Pricing a DTG Tee You'll Sell on Etsy
The formula above gives $24.50 for a 50% margin on a $12.25 production cost. That margin is before marketplace fees. Here's what Etsy takes at $24.50:
- 1. Transaction fee: 6.5% × $24.50 = $1.59.
- 2. Payment processing (US): 3% × $24.50 + $0.25 = $0.99.
- 3. Listing fee: $0.20.
- 4. Total fees: $2.78. Profit: $24.50 − $12.25 − $2.78 = $9.47. Real margin: 38.7%, not 50%.
To keep a true 50% margin after fees, solve for the price: (production cost + fixed fees) ÷ (1 − percentage fees − target margin) = ($12.25 + $0.45) ÷ (1 − 0.095 − 0.50) = $31.36. Check: fees are $3.43, profit is $15.68, and $15.68 ÷ $31.36 = 50%.
Margin vs. Markup: The Mistake That Costs Sellers Money
Margin is profit as a share of the selling price. Markup is profit as a share of your cost. They are not the same number. Adding a 50% markup to $12.25 gives $18.38, and the margin on that is only 33.3%. To get a 50% margin you need a 100% markup. Enter your target as a margin in the calculator, not a markup.
Screen Printing Example: 50 Shirts, One-Color Front
- 1. Blank tee: $3.50.
- 2. Screen setup: $60 ÷ 50 shirts = $1.20 per shirt.
- 3. Print run: $1.50 per shirt.
- 4. Packaging: $0.50.
- 5. Total cost: $6.70 per shirt. At a 40% margin: $6.70 ÷ 0.60 = $11.17 each, or $558.50 for the whole order.
These are example rates. Use your own printer's quote. The setup fee is the part to watch: at 12 shirts instead of 50, the same $60 adds $5 to every shirt.
What to Include in Your Production Cost
Most underpricing happens because something is missing from the cost line. Before you set a margin, make sure your production cost includes:
- • Blank garment, at the size you actually sell most. 2XL and larger blanks usually cost more.
- • Print cost for every location: front, back, sleeve and neck label.
- • Packaging: mailer, tissue, stickers, care card.
- • Inbound shipping on blanks if you print yourself.
- • A small allowance for misprints and replacements, because every seller gets some.
- • Shipping to the customer, unless you charge it separately. Our Shipping & Handling Cost Allocator works out the full per-order figure.
Source: Etsy Fees & Payments Policy and Etsy Payments Policy for processing rates by country.
Reviewed by the ZingCalc Team · Last updated: 2 October 2026
About This Calculator
Print technique and bulk discount figures are 2026 industry averages for small-to-mid volume apparel printing — actual costs vary by printer, garment brand, and design complexity.
Last reviewed: 2026
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