The Dye Sub Column
Price your products without selling yourself short
A business’ decision with pricing is important. Knowing where to be in the market could be the difference between quick and easy profit and slow growth. Anuj Ghaghada, director at Longforte, explains.
O
ne of the biggest questions for anyone starting in sublimation is: ‘How do I price my products?’ You search for similar items online, see a mug listed for £3.50 and another for £15, and suddenly you’re stuck. Do you undercut? Match the cheapest? Aim for the middle?
The truth is, there’s no single formula that works for every business, but there are reliable principles that can help you price with confidence and, more importantly, profit.
Start with your costs
The first step is to understand what each item actually costs you to produce. That includes: • Blank cost – how much you paid for the item (including VAT, shipping, and packaging)
• Consumables – ink, paper, tape, butcher paper or Teflon sheets, etc.
• Time – how long it takes you to prepare, print, press, and finish the product
• Energy and equipment wear – not easy to measure precisely, but a rough allowance is helpful
Once you total this up, you’ve got your baseline cost. For example, if a printed mug costs you £2.80 in total, that’s your starting point, not your price.
Overheads and markups
If you’re running a business – even from your kitchen table – you’ll have other costs too. Think of things like: • Software subscriptions (Canva, Photoshop, design libraries). • Website hosting or Etsy fees. • Business cards, postage supplies, and printer maintenance. • Time spent designing, packing, customer service, or chasing invoices.
You don’t need to overcomplicate it, but do build in a margin that helps cover these things. Otherwise, your profit will quickly vanish. Once you know your full cost per item, you need to add a profit margin. This can vary depending on what you’re selling and to whom. For most sublimation products, a markup of 2x to 3x your cost is a good starting point. This gives you room for promotional offers and wholesale requests while still making a reasonable return.
Higher markups are often possible for custom or personalised items because you’re not just selling a mug, you’re selling a gift, a keepsake, or a branded solution.
Think value, not just price
Your time and skill have value. Customers aren’t just paying for a printed cushion; they’re paying for your ability to design it, make it well, deliver it quickly, and make sure it arrives in one piece. Instead of racing to the bottom, focus on communicating value: • High-quality materials.
| 52 | September 2025
• Fast turnaround. • Personalised service. • Unique or creative designs.
These are all reasons people pay more and come back. Offer bundles or minimums
If you’re struggling with profitability on low-cost items like coasters, keyrings or magnets, consider bundling. Selling a set of four coasters for £12 feels better to customers than £3 each, and reduces your time spent per transaction.
You can also set minimum orders for personalised or photo-heavy products. For example, a photo slate might be £9.95, but with a ‘minimum order of two for personalisation’. It keeps things efficient without turning people away.
Test, then adjust
Test different prices at markets, on Etsy, or on your website. If something sells instantly, try increasing the price slightly. If it’s not moving, ask yourself: ‘Is it the price, or is the listing unclear or unappealing?’
Look at what similar businesses charge, but remember, you don’t know their costs or margins. Focus on building a pricing structure that makes sense for you, not just matching the cheapest seller on eBay.
Final thoughts
Pricing sublimation products isn’t about guessing; it’s about understanding your costs, valuing your time, and communicating quality. Whether you’re printing for friends and family or growing a full-time business, your pricing sets the tone for how seriously customers take you.
Charge fairly, explain your value, and remember you’re not just selling a product. You’re offering something made with care, creativity, and skill. And that’s worth more than just the sum of its parts.
www.printwearandpromotion.co.uk
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