6 Tips for Increasing Custom Merch Sales At Events

Max Williamson
July 12, 2024

Event merchandise sales can significantly impact the overall success of your event. Whether it's a band merch, tour merch, sports merch, fan merch, or corporate merchandise, selling high quality merchandise can boost your earnings and make the event more enjoyable for everyone attending. 

In this comprehensive guide, we will discuss six essential tips for increasing event merchandise sales, drawing from various expert sources and industry best practices.

1. Know Your Audience

Before you start planning your branded merchandise strategy, it's essential to understand your target audience. The custom merch you offer should be relevant to the demographic attending your event. When analyzing your target audience, consider the following factors:

Age Range

Different age groups may have different preferences when it comes to merchandise. Understanding the age range of your attendees can help you tailor your merch store accordingly.

Income Level

The income level of your attendees will impact their purchasing power. Offering wholesale merchandise at various price points can cater to attendees with different budgets.

Interests and Hobbies

Identifying the interests and hobbies of your attendees can help you create merchandise that resonates with them. For example, if you're hosting a music festival, offering music merch or celebrity merch would be fitting.

Event Purpose

The purpose of your event will also play a role in determining the most suitable fashion merchandise. If your event focuses on a specific theme or cause, your merchandise should align with that focus.

2. Create a Consistent Theme and Design

Having a consistent theme and design for your event merchandise can help create a strong brand identity and make your products more attractive to attendees. That’s why custom socks make such an impression - they are fully custom from top to toe. Here are a few ways to create a consistent theme:

Color Palette

Using a consistent color palette across all your merchandise items can help create a cohesive look and enhance brand recognition.

Logo and Typography

Incorporating your event logo and consistent typography on all your merchandise will further reinforce your brand identity.

Design Elements

Along with colors and fonts, think about using similar design elements like patterns, drawings, or symbols to create a unified look.

Limited Edition Items

Having limited edition or event-specific items can create excitement and encourage people to buy merchandise as a special memory from the event.

Event Merch Store at the HubSpot User Group Summit

Event Merch Store at the HubSpot User Group Summit (image: HubSpot via Pinterest).

3. Leverage Digital Marketing Strategies

Digital marketing strategies can play a crucial role in driving merchandise sales. By using digital platforms to promote your merchandise, you can reach a wider audience and generate more interest in your offerings.

Social Media Marketing

Social media platforms, such as Facebook, Instagram, and Twitter, offer opportunities to showcase your merchandise and engage with potential customers. Share eye-catching images and videos of your merchandise, along with details about pricing and availability.

Email Marketing

Email marketing can be an effective way to inform your subscribers about your event merchandise. Send out newsletters or promotional emails featuring your merchandise and include direct links to your online store.

Online Advertising

Online ads on platforms like Google or social media can make your merchandise more visible and bring more people to your online store.

Influencer Marketing

Working with popular influencers who have a similar audience can help spread the word about your event merchandise and get their followers interested.

4. Offer a Seamless Online Shopping Experience

Providing a user-friendly online shopping experience is crucial for maximizing merchandise sales. Ensure that your online store is easy to navigate, visually appealing, and mobile-responsive.

Product Pages

Create detailed and informative product pages for each item, including high-quality images, product descriptions, sizing information, and pricing.

Payment Options

Give your customers different ways to pay, like credit cards, PayPal, or mobile wallets, to make shopping easier for them.

Shipping and Returns

Clearly communicate your shipping and return policies to avoid any confusion or dissatisfaction among your customers.

Customer Support

Provide excellent customer support to address any questions or concerns that may arise during the shopping process.

Golden Gems custom merch tent at an event showing t-shirts, banners, bandanas, and a person working the register.

Golden Gems custom merch tent at an event showing t-shirts, banners, bandanas, and a person working the register (image: Pinterest).

5. Utilize Data and Analytics

Data and analytics can help you make informed decisions about your merchandise offerings and marketing strategies. By analyzing your sales data, you can identify trends and patterns that can inform your future merchandise decisions.

Best-selling Products

Identify your best-selling products to understand what resonates with your audience. This information can help you focus on offering more of what your customers want.

Customer Demographics

Analyze customer demographics data to tailor your merchandise offerings and marketing strategies to better target your audience.

Sales Channels

Determine which sales channels are driving the most merchandise sales and focus your efforts on optimizing those channels.

Marketing Campaign Performance

Analyze the performance of your marketing campaigns to identify which strategies are most effective in driving merchandise sales.

6. Encourage Customer Engagement and Feedback

Engaging with your customers and soliciting feedback can help you improve your merchandise offerings and create a better shopping experience.

Social Media Engagement

Encourage customers to share their merchandise purchases on social media, using a dedicated hashtag or tagging your event's account. This user-generated content can help create buzz around your merchandise and encourage others to make purchases.

Product Reviews

Ask customers to write reviews about your products on your online store, so you can learn what they like or don't like about your merchandise. Use this feedback to make improvements and better cater to your audience's preferences.

Surveys and Polls

Conduct surveys or polls to gather feedback on your merchandise offerings, pricing, and overall shopping experience. This information can help you identify areas for improvement and inform your future merchandise strategies.


To sell more event merchandise, you need a smart plan that includes understanding your audience, having a consistent theme and design, using digital marketing, making online shopping easy, using data and numbers, and getting customers involved and listening to their feedback. By implementing these tips, you can boost your event merchandise sales and enhance the overall success of your events.