How Musicians Can Boost Merch Sales at Live Shows

You've put a lot of effort into designing the perfect merch that reflects your brand and music. Now that you've got everything ready, it's time to sell! For many indie artists, live shows don't happen often, so it's crucial to make the most of these opportunities to sell your merch.

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In this guide, we'll cover the essentials for selling merch in person and share some tips to help you maximize your sales.

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Offer Multiple Payment Options

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Make it easy for fans to buy your merch by accepting various payment methods. Credit cards are a must, and Square is a popular choice for processing card payments. They offer a free basic card reader that connects to your smartphone when you sign up. Other POS options include Shopify and PayPal. If you need a backup or lose your reader, you can buy a Square Reader on Amazon for around $10. For a better reader, consider investing $50 to $60. You can also get a standalone Square Terminal.

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While cash is great, you’ll need to have enough change on hand. A simple cash box or even a small cash bag will suffice. Price your items in increments of $5, $10, or $20 to minimize the need for $1 bills. Having $200 in change should be adequate.

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Digital payment options like Venmo, PayPal, Zelle, and CashApp are also helpful. Print out QR codes for each payment method along with your usernames to speed up transactions. Here’s how to find the QR codes for each platform:

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• Venmo
• PayPal
• Zelle
• CashApp

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Know the Venue's Merch Area

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Before your show, find out where the merch table will be located and what supplies are provided. Do you need to bring your own table or display racks? Is the lighting sufficient? Is the area well-trafficked, or can you set up elsewhere for better visibility?

Most venues have a designated merch area, but if you’re performing at a non-traditional venue, choose a spot near the entrance or exit to catch foot traffic. Venues usually have tables for you to use, but if not, consider bringing your own. A 6ft folding table and a black tablecloth work well.

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Stay After Your Performance

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Stick around your merch table after your set to connect with fans. This is a great chance to build relationships, take photos, sign autographs, and sell more merch. Let people know during your set that you’ll be at the merch table afterward.

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Have a Helper

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Your focus should be on engaging with fans after your performance, so having someone else handle the merch sales can be very beneficial. Ask a friend to help out, or see if the venue provides someone to manage sales (they might take a small cut).

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Promote Your Merch During Your Set

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Not everyone will know you have merch available, so mention it during your performance. Point out your table if it’s visible and remind the audience before you finish your set.

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Display Prices and Options Clearly

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Ensure prices, sizes, and color options are clearly visible. Use tags or labels next to items or a printed price list. Laminating the list can help it last longer.

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Offer Freebies

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Attract people to your merch table with free items like stickers, mini prints, posters, or pins. Make sure to have a sign indicating that these items are free.

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Presentation Matters

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An organized, inviting setup can make a big difference. Use hangers for shirts and hoodies to keep them wrinkle-free. If you need display racks, check if the venue has any before buying. Keep your merch organized and well-lit, using battery-powered or rechargeable lamps if necessary.

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Collect Emails with Incentives

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Gather emails for your mailing list by offering a discount or free item for signing up. Use a printed sign-up sheet or a tablet with a digital sign-up form. You can also create a QR code linking to your email sign-up page.

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Bring Sharpies

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Fans love getting autographs, so have a variety of Sharpies ready. Black fine point Sharpies are standard, but blue fine points are also good for autographs since they fade less. For dark surfaces, have silver or gold metallic Sharpies.

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Offer Bundles or Discounts

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People love deals, so consider offering bundle packages or 2-for-1 discounts. For instance, if you sell shirts, hats, and CDs, offer a bundle for a lower price. Advertise these deals with a sign at your table.

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Check Internet and Power

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Ensure you have internet access for card transactions. Most venues have Wi-Fi, but for outdoor gigs, check your reception. Charge your devices beforehand and bring chargers or a portable power bank as a backup.

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Limit Design Options

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Avoid overwhelming your fans with too many choices. Stick to 3-5 different shirt designs. Make sure to display all your music releases if you have multiple items.

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Track Inventory and Sales

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Before the show, count your merch and keep a log of sales. Use a spreadsheet to track what sells best. Typically, L and XL sizes and black clothing are popular. If you’re using a POS system like Square, input your products and track sales through the platform.

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By following these tips, you can enhance your merch sales at live shows and make a lasting impression on your fans. Happy selling!

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