Let’s get this out of the way: if you’re pricing your prints based on what the guy down the street charges, you’re doing it wrong.
Every shop has different overhead, different equipment, and different speed. Your prices need to reflect your costs, not someone else’s.
The Basic Formula
Here’s a simple way to think about pricing:
Price = (Blank Cost + Ink/Supply Cost + Labor Cost + Overhead) + Profit Margin
Let’s break each piece down.
Blank Cost
This one’s easy. What did the shirt cost you? Don’t forget shipping. A $3.50 blank that cost $0.75 to ship is a $4.25 blank.
Ink and Supply Cost
For screen printing, this includes ink, emulsion, tape, and screen reclaiming chemicals. A good rule of thumb is $0.50-$1.50 per print depending on coverage and colors.
For DTF, factor in film, ink, and powder. Usually runs $1-$3 per transfer depending on size.
Labor Cost
How long does the job take from start to finish? Not just printing — count setup, artwork prep, tear-down, and packaging.
If you want to pay yourself $25/hour (and you should want more), a job that takes 3 hours needs $75 in labor covered.
Overhead
Rent, utilities, equipment payments, insurance, software subscriptions. Add up your monthly overhead and divide by the number of prints you do per month. That’s your overhead cost per print.
Profit Margin
After all costs are covered, add your margin. 20-30% is reasonable. This is what grows your business, replaces equipment, and keeps you going during slow months.
Stop Racing to the Bottom
There will always be someone willing to do it cheaper. Let them. They usually don’t last long because they’re not covering their real costs.
Focus on quality, reliability, and service. Customers who only care about price aren’t customers who build your business.
Charge what you’re worth. Your future self will thank you.