The Ultimate Tour Merch Checklist - Everything You Need Before Going on the Road
Tour merch is one of the most powerful revenue streams an artist can have — but only if you plan it right. Miss a deadline or forget to stock enough of a size and you’re leaving money on the table at every stop. After 11+ years producing merch for musicians and artists in Los Angeles and beyond, we’ve seen every mistake in the book. This checklist is how we help artists get it right the first time.
Start planning earlier than you think
The number one mistake artists make is waiting too long. Production timelines for custom apparel are real — screen printing, embroidery, and cut-and-sew all require lead time, and that’s before shipping. Here’s the minimum timeline to work backwards from your first show date:
12+ weeks out: Finalize designs and pick your products
8–10 weeks out: Approve artwork and place your production order
4–6 weeks out: Production and quality check
2–4 weeks out: Shipping to your venue, manager, or fulfillment partner
1 week out: Inventory count, POS setup, and merch table prep
If you’re working with a short timeline (under 6 weeks), ask your merch vendor about rush production or DTF transfers, which have faster turnarounds than traditional screen printing.
Apparel: the core of your merch table
Apparel almost always drives the most revenue at live shows. Here’s what to plan for:
Product types to consider
T-shirts — the foundation. Classic unisex fit is the most universal.
Hoodies — higher price point, strong seller in fall/winter tours
Long-sleeves — great for shoulder season and colder venues
Hats — snapbacks, dad hats, beanies depending on your audience
Crop tops / fitted tees — if your fanbase skews female
Sizing breakdown (starting point)
XS: 5%
S: 15%
M: 30%
L: 30%
XL: 15%
2XL: 5%
Adjust based on your actual fanbase. When in doubt, go heavier on M and L — they’re the safest sizes and the easiest to sell through.
💡 Pro tip: Order a few extra units in XS and 2XL rather than skipping them entirely. Running out of any size at a merch table is a lost sale and a disappointed fan.
Print methods: which is right for your design?
Not all print methods are equal — the right one depends on your design, quantity, and timeline.
Screen printing: Best for bold graphics, spot colors, and large runs (50+ units). The most cost-effective option at scale.
Embroidery: Premium look for hats, polos, and jackets. Adds perceived value.
DTF (Direct-to-Film) transfers: Full-color detail on any fabric, low minimums, fast turnaround. Great for small runs or complex artwork.
Print on demand: No inventory needed — ships direct to fans. Best for online stores, not merch tables.
Beyond apparel: promo items that sell
Diversify your merch table with lower price-point items that fans can grab on impulse:
Stickers — cheap to produce, easy to sell. Always a good add-on.
Enamel or embroidered patches
Lanyards and credential-style items
Branded tote bags — functional and visible
Limited edition prints or posters
Physical media: vinyl, CDs, cassettes
Limited edition items — especially ones tied to specific tour dates or cities — create urgency and command premium prices.
Point-of-sale: take every dollar on offer
Cash is no longer king at concerts. If you’re only set up to take cash at your merch table, you’re losing sales. Here’s what to have ready:
A mobile card reader (Square, Stripe Terminal, or similar)
AtVenu POS — purpose-built for live music merch, with inventory tracking and venue reconciliation built in
Enough phone battery / backup power for the night
Small bills for making change if you do accept cash
A printed or digital inventory sheet so your merch person can track what’s selling
💡 Alert Apparel is an AtVenu integration partner. If you need help setting up your POS for a tour, we can help get you configured before your first date.
Online merch: extend your sales past the show
Your merch shouldn’t stop selling when the show ends. A Shopify store connected to a fulfillment partner means fans who didn’t make it to the show — or who want to buy after seeing your Instagram post — can still get their hands on your product.
Set up a Shopify store before tour starts — not during
Connect it to a fulfillment partner who handles pick, pack, and shipping
Promote it from stage every night: “Shop the link in our bio”
Consider tour-exclusive colorways or bundles only available online
Final checklist before load-in
Use this before each leg of tour:
All inventory packed and counted
Sizes and SKUs confirmed against your purchase order
POS system tested and charged
Backup card reader on hand
Merch table materials: hangers, display stands, signage, bags
Credit card and cash float for your merch person
Restock plan if a size sells out mid-tour
Need help pulling it all together?
Alert Apparel is a full-service merch and fulfillment company based in Los Angeles. We handle everything from production (screen printing, embroidery, DTF) to Shopify setup, warehousing, and AtVenu POS support. If you’re gearing up for a tour and need a partner who understands the music industry, we’d love to help.
Fill out our contact form and we’ll get back to you within 24 hours.
