Over the past three articles in this series, we’ve walked through everything you need to start building a successful merch game as an indie artist in 2025. In Part 1, we covered how to pick the right products and price them smartly. Part 2 broke down how to actually create your merch, whether that’s print-on-demand or bulk orders. Then in Part 3, we focused on selling online: choosing platforms, hyping up drops, and making your store convert. And now it’s time to hit the road!

In this final part, we’re diving into selling your merch on tour, where face-to-face fan energy meets real-time sales. We’ll talk about setting up a solid merch table, what to bring, how to price for the live setting, and tips for making the most out of every show (even the small ones). If you’re performing live in any capacity, your merch table can become one of your biggest revenue streams and this guide will help you get the most out of it.

Setting Up for Live Show Merch Sales

Selling merch online is great, but selling at live shows is a whole other ballgame and often even more lucrative on a per-night basis. When fans see you live and have an awesome experience, they want to take home a souvenir and support you. Here’s how to make the most of your live-show merch setup, whether it’s a small club show or a festival gig:

• The Merch Table (Display Matters): Treat your merch table like a mini pop-up shop for your brand. Even if it’s just a fold-out table in a dive bar, presentation helps. Use a tablecloth or some backdrop to make it inviting. Hang up T-shirts (people need to see them). If you have multiple shirt designs, hang one of each on the front of the table or a stand behind you. Display other items neatly, consider a small stand for CDs/vinyl, a rack for apparel, or a pinboard for enamel pins, etc. Have a big, clear price sign for all items. This is crucial because some fans might be shy to ask prices, and you want to entice them over. You can print a simple sign or even handwrite it stylishly. Also, if you have a banner or poster with your logo/band name, put it up at your merch area as it attracts attention.
• Staffing & Process: If possible, have someone help run your merch table. This could be a bandmate (if you can take turns after your set) or a dedicated merch person (some tours have a friend come along just to do merch). The point is, after you get off stage, you’ll likely be swarmed by people who want to chat, take photos, etc., and you don’t want to also be the one digging for shirt sizes and making change at that moment. A helper can handle transactions while you make those personal connections (which often lead to more merch sales because you’re there being awesome with fans).
• Cash, Card, Mobile – Take Them All: Make it easy for people to give you money. That means: have cash (small bills and coins for change) and a way to take cards or mobile payments. One tool I highly recommend for live and online synergy is a Square card reader (or similar, like PayPal Here or SumUp). This little gadget lets you take credit card payments at your merch table using your phone or iPad. It’s usually free or cheap to get the basic reader and just charges a small fee per transaction. In many places (especially Western Europe), people just don’t carry much cash anymore. If you only take cash, you will lose sales. So set yourself up to take cards and even contactless payments at shows. Square and others also sync with inventory systems, which can help you track stock between online and offline sales if you get more advanced. In some regions, people prefer different apps, for example, in the US Venmo is popular; in Europe it’s PayPal or even some local service like Tikkie (s/o to the Dutchies!). Set these up beforehand. Put a little sign “We accept credit cards, PayPal, and cash”. Trust me, the more payment options, the fewer sales you’ll lose. In the past, I’ve literally seen fans walk away because they had no cash and the band couldn’t take cards 😞
• Merch Cuts and Venue Policies: Some larger venues or festivals have policies where they take a cut of your merch sales (10-25%). This is unfortunately common for big gigs. At the club level, usually you won’t encounter this. But if you’re playing a 500+ cap venue, ask about their merch policy. If they do take a cut and even provide a seller, factor that in (you might need to raise prices slightly to cover it). Some artists try to circumvent cuts by selling outside after the show or encouraging fans to buy online later, but at-show sales are still the most immediate. Just be aware so you’re not surprised when the promoter asks for 20% at the end of the night​. That said, if you’re an indie act, try to negotiate or just handle your own sales if possible. Many smaller venues won’t bother with a cut if you’re handling it DIY.
• Inventory & Logistics for Tours: If you’re touring, plan your inventory smartly. Bring a good spread of sizes (generally, M and L are the most common for shirts, with some S and XL, and a few 2XL+ for those who need them. Adjust based on your audience demographics). It’s better to bring a bit more and not run out of your hottest item on night two. Keep your stock organised in your vehicle – e.g., separate boxes for each shirt design or each size, so it’s easy to restock the table.
  
  Top Tip! When you’re packing up your merch, fold and roll each T-shirt into a neat “sausage” and secure it with a strip of masking tape. Write the size directly on the tape (S, M, L, XL, etc). It saves loads of space when you’re travelling, keeps everything tidy, and makes it super easy to grab the right size quickly when fans are queuing to buy.
  
  Count your merch occasionally so you know what’s selling and when to reorder (if you can restock mid-tour). Also, have a system for money. At the end of each night, put aside the merch cash and settle it, don’t mix it with your personal cash until you’ve accounted for it. If you’re in a band, designate someone responsible for the merch money with them keeping it in a separate wallet.
• Engage and upsell at the table: The merch table is a great place to connect with fans one-on-one. Be present and talk to people. It genuinely helps sales, not in a sleazy way, but because fans love meeting the artist. If someone’s on the fence about buying, a little conversation or a signature might tip them over. For example, if they’re eyeing a vinyl, you can say “I’ll sign it for you if you want!”, that personal touch can close the sale. Also, don’t be afraid to mention other items: “You like that shirt? We also have it in black, and we have a hoodie version too.” Or “If you can’t decide, we do 2 for $30 on any t-shirts.” Little upsells or bundle deals can increase your revenue and fans often appreciate the deal. Another trick: if someone buys something, give them a sticker/button badge as a freebie – it’s a small gesture that makes them feel they got extra value (and again, you now have your sticker on their laptop or water bottle advertising you).
• Make it Fun and On-Brand: Your merch area can also be an experience. Some artists decorate it to fit their aesthetic (LED lights for an EDM act, skulls and dark cloth for a metal band, etc.). It draws people in. You can also get creative: have a cheap Polaroid camera, take a photo with a fan who buys something and give it to them (instant cherished memento, and it cost you $1 of film) - don't forget to take a pic of it to post on your socials. Or do a raffle or contest at the table (e.g., “sign up for our email list to enter a draw for a free merch item at the end of the night”). These things boost engagement and ultimately sales. The key point is the more time fans spend at your merch area, the more likely they’ll buy something.

Finally, a pro strategy: promote your merch from the stage. Some artists feel shy about this, but trust me it works and fans don’t mind a quick mention. Towards the end of your set, say something like, “Thank you so much! We’ll be hanging at the merch table after the show, we’ve got T-shirts, hoodies, vinyl, come say hi, we’d love to meet you!” This plants the seed in their mind. Make it inviting rather than just transactional. If you’re a charismatic front person, you can even joke, “Don’t make me haul all these shirts back home, help me lighten the load!” or “All proceeds tonight go to our gas tank to get to the next city, so thank you for keeping us on the road!” Little humour and honesty goes a long way.

Final Thoughts

Merch is more than an income stream, it’s a way for fans to wear their loyalty and for you to spread your name beyond the stage or streaming playlist. In 2025, with streaming payouts still tiny, merch can be the financial backbone of an indie artist’s career​. The sale of a single hoodie or vinyl can eclipse what you’d earn from thousands of streams, and it’s money directly from fans to you, which is a beautiful thing. Here's a quick recap on what we've covered in this series:

• Choose merch items that fit your fans and brand. Start with popular staples and add unique items that set you apart.
• Price for profit, but fairly. Don’t undervalue your work. Fans want to support you, so let them.
• Use print-on-demand for ease or bulk printing for bigger profit, or a mix of both. Find the right approach as you grow.
• Set up an online store on platforms like Shopify, Bandcamp, etc., and integrate with social media and streaming profiles for maximum reach.
• Rock your live-show merch game: Make your table inviting, accept all forms of payment, and connect with fans (a smile and a chat can sell a t-shirt as much as the design can).
• Build hype for your merch: Treat big releases like events, use limited editions, and involve your fans in the excitement.
• Use simple design tools or affordable designers to create quality visuals without stress. Good design sells, and you’re capable of it with today’s tools.
• Handle shipping and fulfilment smartly: Streamline where you can, and don’t hesitate to outsource once it becomes too much, so your merch operation stays smooth and your fans stay happy.

Most importantly, listen to your fans and have fun with it. Merch is a creative extension of your music. It’s a chance to let fans literally wear a piece of your artistry. When you see someone in the crowd wearing your T-shirt or see an online order from across the globe, it’s a rewarding feeling that goes beyond the dollars earned.