Know Your Worth: How to Price Heat Pressed Apparel
A no-fluff guide to pricing garments using custom heat transfers
Whether you're new to heat pressing or looking to refine your pricing model, one of the most common questions we hear is: "How do I know what to charge?"
The answer isn’t one-size-fits-all. Location, audience, garment quality, and transfer type all play a role. At Howard, we don’t set your pricing, but we can help you think through it strategically. Here’s how to approach custom transfer pricing in a way that protects your profit and positions your brand with confidence.
Start with Your Cost
What is my actual cost per garment?
Factor in:
➤ Blank garment cost (with shipping)
➤ Transfer cost per design (including gang sheet optimization, specialty effects, etc.)
➤ Additional services (cutting, bagging, custom packaging)
➤ Labor + equipment time
Pro Tip: Keep track of press time. If you're pressing 100 shirts with a 10-second transfer, that’s over 16 minutes of press time before packaging or handling.
Add Your Markup with Purpose
How much margin should I aim for?
There’s no magic number, but most decorators shoot for 2–3x their total cost as a baseline. That allows room for:
➤ Overhead (rent, equipment maintenance, staff)
➤ Spoilage (errors or reprints)
➤ Sustainable profit
Should I price differently for different clients or projects?
Yes. Think in tiers:
➤ Retail-ready apparel: Higher markup for quality and presentation
➤ Fundraisers or schools: Lower margin, higher volume
➤ Corporate/wholesale: Bulk pricing for repeat business
Consider the Value You’re Providing
How do I factor in “perceived value”?
Perceived value is an integral part of the pricing formula. It’s not just what it costs you, it’s what it’s worth to the buyer.
➤ A puff print on a heavyweight hoodie has a premium feel.
➤ A full-color, custom gang-sheet logo on a softball jersey adds branding value.
➤ Specialty finishes like glow or shimmer feel expensive.
Can I charge more for screen print transfers than DTF?
Absolutely, if you position it properly. Screen print transfers have:
➤ A softer feel
➤ Bold opacity
➤ Retail-level quality
Pricing Strategy Questions to Ask Yourself
Do I want to compete on price or value?
Trying to be the cheapest is exhausting. Instead, aim to be the most trusted or most creative. Customers pay more for:
➤ Quick turnaround
➤ Expert artwork help
➤ Retail-ready presentation
➤ Unique finishes (like shimmer or vintage wash)
Should I offer quantity-based discounts?
Yes, but set a minimum that makes sense. Use your time wisely. It’s more profitable to press 100 shirts for one customer than 10 shirts for 10 customers.
Tools That Can Help
Do I need to use pricing calculators or spreadsheets?
Highly recommended. Even a basic Google Sheet with the following can help you quote faster and more consistently:
➤ Blank cost
➤ Transfer cost
➤ Time per item
➤ Target margin
FREE DOWNLOAD: CUSTOM TRANSFER MARKUP CALCULATOR
How do I avoid under-charging?
If you're not calculating labor or accounting for setup time, you’re likely losing money. Track how long jobs take - especially if you offer services like folding, tagging, or packaging.
Should I include artwork or design time in my price?
Yes, especially if you’re modifying files, creating mockups, or handling gang sheet layout. Build in a flat fee or hourly rate - or bundle it into your per-piece cost.
Example: Pricing a Custom T-Shirt with a Screen Print Transfer
Let’s say you're decorating 100 cotton t-shirts for a local brewery staff.
➤ Blank t-shirt cost (mid-weight tee): $3.75 each
➤ Screen print transfer cost: $1.35 per image (based on a gang sheet setup, 1-color logo)
➤ Labor + overhead per shirt: ~$1.00 (time, electricity, wear/tear)
➤ Total cost per shirt: $6.10
You apply a 2.5x markup to cover your business expenses and profit.
➤ Retail price per shirt: $15.25
➤ Rounded and presented to the customer: $16.00 per shirt
➤ Total job quote: $1600 for 100 shirts
➤ Estimated profit: ~$990
Want to see how pricing shifts with a specialty finish like Puff?
➤ Transfer cost jumps to: $1.47 per image
➤ Final price per shirt: $18-20
➤ Total job quote: $2000 for 100 shirts with Puff
➤ Estimated profit: ~$1378
Final Thought: Pricing Is a Brand Decision
The real question isn’t just “What should I charge?” It’s “What kind of business do I want to build?”
Are you a high-volume, low-cost producer? A boutique-style premium decorator? A niche expert in a specific industry or region?
Your pricing should reflect that identity because people pay for more than just a shirt. They pay for confidence, creativity, and quality.