6 Tips For Selling Music Merch at Live Shows

Selling music merch at live shows can boost income and deepen fan connections. Learn how to pick the right products, set prices, and create an unforgettable experience to maximize merch sales.

6 Tips For Selling Music Merch at Live Shows

by Philip Kinsher via Disc Makers Blog

Concerts are more than just a place to showcase music and connect with fans; they are also an opportunity to earn valuable revenue through merchandise sales. And for indie artists, merch sales at your gigs can be a game-changer. It can help you fund your tours, support your careers, and reinforce your brand. 

Because streaming platforms pay artists so little, merch sales at concerts have become a crucial income stream for independent musicians and major label artists alike. Merch sales also strengthen your relationships with your fanbase, as they get to leave your shows with a tangible reminder of the live experience. 

If you’re looking to make the most of selling merchandise at your concerts, you’ve come to the right place. We’ve got six tips on how to maximize fan engagement and sales at your gigs.

Choosing the right merch to sell at concerts

Too many artists think that merch sales equate to T-shirts and CDs, and that’s it. But the key to capturing fan interest and increasing sales is to select the right merchandise. When brainstorming merch options, focus on quality, uniqueness, and variety to cater to different fan preferences and budgets.

• Popular merch ideas: Concert goers often gravitate toward classic items like T-shirts, of course, but hoodies, posters, and vinyl records are hugely popular among fans. T-shirts and hoodies are a win-win, since they’re wearable, which allows fans to visibly display their support and spread the word about your music. Posters and vinyl records are collectible items that fans can keep forever, making them a great option for dedicated supporters.
• Concert-specific items: One of the best ways to create buzz around your merch is by offering concert-specific or tour-exclusive items. Do more than just putting your logo or album cover art on the merch item. Consider limited-edition T-shirts and posters or special-edition vinyl records that are only available at your shows. This gives fans a unique item to remember the night by, and it adds a sense of exclusivity.
• Affordable options: Not every fan can afford a hoodie or vinyl record, so be sure to offer lower-priced items so you can engage with a wider audience. Stickers, pins, and keychains are affordable, easily portable, and let fans show their support without breaking the bank.
• Bundle options: Consider combining items into bundles at a discounted price to encourage fans to buy more. For instance, offer a T-shirt and album together for a slightly lower price than if bought separately. Bundles also provide a sense of added value, which can motivate your fanbase to make a purchase.

• Strategic location: Place your merch table in a high-traffic area, such as near the entrance or exit, where fans are likely to pass by as they arrive or leave. The goal is to make the merch table an inevitable stop before or after the show.
• Eye-catching displays: Consider investing in banners, lighting, and professional displays to make your table pop. Good lighting highlights your merch, especially in dimly lit concert venues, while clear signage will help fans find your table. Be sure to prominently feature your bestsellers and exclusive items.
• Organized presentation: Arrange your products by category (e.g., T-shirts, posters, accessories) and ensure everything is visible. Avoid clutter, as it can overwhelm fans and make it harder for them to decide on purchases. Instead, keep things neat and well-spaced, allowing each item to stand out.
• Friendly, approachable staff: If possible, work your own merch table or have a friendly, approachable team on hand. Even a brief interaction with an artist or team member can make a fan feel more connected and more likely to purchase. Small interactions and enthusiastic service go a long way in turning fans into customers.

Pricing your merch for maximum sales

Obviously, price is important when it comes to merch. If you choose the right price point for each item, you can make merchandise more accessible to your audience and ensure a solid profit.

• Know your fan base’s budget: It’s always important to know your audience. Be sure to set prices that fit within your audience’s budget, but will also allow you to make a profit. For example, if your fan base is younger, consider pricing T-shirts more affordably to ensure fans can participate without a huge investment.
• Offer a range of price points: Include items across a variety of price points, from affordable stickers and pins to higher-end hoodies and vinyl records. This way, fans of all budgets can find something they’re able to purchase, which expands your reach.
• Encourage larger purchases: Bundle deals such as a T-shirt and album combo offer a better value for fans and can drive larger sales. By promoting bundles at a slight discount, you’ll increase the likelihood of multiple item purchases.
• Create urgency with exclusive offers: Everyone likes a deal. Add urgency to your sales by offering special discounts or exclusive merch available only at one event. Fans may be more motivated to buy when they know it’s a limited-time offer or they know that items may sell out by the end of the show.

Promoting your merch during the show

There’s no better time to create awareness around your merch than during your performance. With a little strategic promotion, you can turn concertgoers into customers.

• Wear your own merch: Lead by example and wear your own merch on stage. Whether it’s a T-shirt with your band’s logo or an accessory that fans can buy, showing your pride in your products can inspire fans to want a piece of that connection.
• Attention-grabbing visuals: Use stage screens or projectors to flash merch offers or display QR codes that link to your online store or payment system during intermissions. Visual reminders can be effective, particularly if fans are waiting for your next set and have a chance to take out their phones.
• Interact with your fans at the merch table: After your performance, head over to the merch table for a meet and greet. Fans are often excited to meet artists, and a brief interaction with you can create a strong incentive to make a purchase.

Creating a seamless checkout experience

You want to have a smooth and efficient checkout process to prevent missed sales due to long lines or payment limitations. Make purchasing as easy as possible for your fans by accommodating their preferences.

• Accept multiple payment methods: Accept both cash and digital payments (credit cards, PayPal, Venmo) to cater to all fans. Concert goers often carry little to no cash, so mobile payment options are essential.
• Use mobile payment devices: Mobile devices like card readers (e.g., Square or SumUp) speed up transactions and help prevent long lines, which can deter fans from purchasing.

Maximizing merch sales pre- and post-event

Your merch promotion shouldn’t begin and end at the concert. Be sure to hype up your merch before the show ever starts and use follow-up strategies to boost sales after the show is over.

• Build anticipation on social media: Before the concert, post photos or teasers of exclusive merch on social media to create excitement. Let fans know where to find your merch at the venue, so they can plan to stop by.
• Follow up with attendees: After the concert, send follow-up emails or social media messages to attendees with a link to buy leftover merch. This can capture potential sales from fans who couldn’t buy during the show, but still want to support you.
• Offer online options for distant fans: For those unable to attend, consider offering online bundles of your exclusive concert merch. You can create a sense of inclusion for distant fans by giving them a piece of the concert experience they missed.

Start selling more merch at your next concert

Hopefully we’ve convinced you that merchandise sales at concerts can be a significant source of income and a powerful tool for building fan loyalty. Just be sure to choose the right products, set at the right prices, and offer them in a streamlined purchasing process — then you should be good to go.

If you need a partner to make your merch, consider Disc Makers. You’ll find a wide variety of high-quality merch products at killer prices. And for your t-shirt and hoodie needs, check out our friends at Merchly.

Philip Kinsher is a writer, editor, and musician with a predilection for YA Sci-fi Fantasy books and rock and roll. And golf and pickleball.