Selling merch is not very rewarding unless we’re doing a ton of shows. We buy merch for reasons.
Occasionally the merch has value in itself—disconnected from the performance or brand (like a comedy album).
We usually buy merch because we want to remember an experience, to be part of something bigger, and so that others recognize that we’re part of a certain tribe. We want to start conversations about something ongoing that we love. That means if we have a one-off show that isn’t a consistent event for a tribe of people—or if it’s not backed by a big brand—merch may become an expensive investment.
Getting merch right takes a lot of money, time, experimentation, and a significant amount of empathy and energy. It also requires storage and transport. For example, with shirts, we have to stock plenty of every size. Even posters, which come in heavy bulk, must be stored flat.
Then, we have to be ready with a point of sale system and possibly staff a merch booth that’s open before and after the show. We would advise getting merch made only when it is obvious that it will provide a significant boost in profits.
Making T-shirts for the cast and crew is a different matter. That can be fun and serves as a less expensive way to show our appreciation to those whom we might only be able to pay a small amount.