Running a garment decoration business means making smart pricing decisions. Set prices too high and you'll lose customers to competitors. Set them too low and you'll struggle to stay profitable.
This guide walks you through exactly how to calculate competitive, profitable pricing for the heat transfers you sell to your customers.
What This Guide Covers
This pricing guide is for garment decorators and wholesalers who need to determine their selling prices. You'll learn:
- How to calculate your true costs (transfers + labor)
- How to use the Supacolour pricing spreadsheet
- What markup percentages work for different business models
- How to price specialty scenarios like gang sheets and rush orders
Note: This guide is about pricing YOUR products for YOUR customers. For Supacolour's wholesale transfer pricing, log into your portal and visit the Pricelist page.
Understanding Your Total Cost
Before you can set profitable prices, you need to understand what it actually costs you to deliver a finished product.
Component 1: Transfer Cost
This is what you pay Supacolour for the heat transfer itself.
- Varies by transfer type (Wearable, DTF, LoMelt, Blocker, etc.)
- Varies by size (larger transfers cost more)
- Varies by quantity (volume discounts apply at higher quantities)
Where to find it: Log into your Supacolour portal and go to Pricelist, or download the complete price book.
Component 2: Application Labor Cost
This is what it costs YOU to press the transfer onto the garment.
Industry rule of thumb:
- One person can press approximately 30 transfers per hour on a standard heat press
- Labor cost including burden/overhead: $15-$20 per hour (USD)
- Your cost per press: Approximately $0.50-$0.65
This cost increases for:
- Multiple locations (front, back, sleeves)
- Complex positioning or specialty garments
- Gang sheets requiring cutting and prep time
The Pricing Spreadsheet: Your Secret Weapon
Supacolour provides a powerful Excel spreadsheet that automatically calculates your customer pricing across all product lines.
How to Get It
1. Log into your Supacolour portal
2. Navigate to Pricelist in the left menu
3. Click the blue "Download price book" button
4. Save and open the Excel file
Direct portal links:
USA: https://secure.supacolor.com/secure/itemPricelist.aspx
UK: https://secure.supacolour.co.uk/secure/itemPricelist.aspx
NZ: https://secure.supacolour.co.nz/secure/itemPricelist.aspx
How the Spreadsheet Works
The spreadsheet has two key sections:
1. Introduction Tab (Your Control Panel)
This is where you set your business rules:
- Markup values - Set individual markups for each transfer type (WE, DF, LM, BL, etc.) OR use the global markup (DECORATOR_MARKUP_GENERAL) to apply the same markup across all products
- Press charge - Your standard application fee per transfer
Example setup:
DECORATOR_MARKUP_GENERAL: 1.5 (for 33% margin)
DECORATOR_PRESS_CHARGE: 1.50
2. Product Tabs
After configuring the Introduction tab, each product tab automatically shows:
Base Price: What you pay Supacolour at each quantity tier
Marked Up Price: Your selling price including markup AND press charge
Available product tabs:
- WE (Wearable Transfers)
- DF (SupaDTF)
- LM (LoMelt Transfers)
- BL (Blocker Transfers)
- SB (Soft Shell Blocker)
- LB (LoMelt Blocker)
- HW (Headwear Transfers)
- SR (SupaReflective)
- PR (Promo Transfers)
- IW (Industrial Wash Transfers)
- NE (Neon)
- NB (Neon Blocker)
- SI (Stock Products)
Understanding Markup vs. Margin
The spreadsheet uses markup (not margin) for calculations. Understanding the difference is crucial:
How it works: The spreadsheet multiplies the base transfer price by your markup, then adds the press charge on top.
Complete Pricing Example
Let's walk through a real scenario:
Scenario: Wearable transfer (WE_XS: 1.5" × 1.5") at 100-piece quantity
Step 1: Find base cost
- From portal pricing: 100-199 quantity = $0.99 each
Step 2: Configure spreadsheet
- Markup: 1.5 (50% markup for 33% margin)
- Press charge: $1.50
Step 3: Spreadsheet calculates
- Transfer cost: $0.99
- Apply markup: $0.99 × 1.5 = $1.49
- Add press charge: $1.49 + $1.50 = $2.99 per piece
Your actual margins:
- Cost to you: $0.99 transfer + $0.65 press labor = $1.64
- Selling to customer: $2.99
- Profit per piece: $1.35
- Margin percentage: 45%
Setting Your Press Charge
Your press charge should cover labor costs plus margin on that labor.
Standard calculation:
- Your press labor cost: $0.50-$0.65
- Recommended charge to customers: $1.40-$1.50
- This roughly doubles your cost, providing margin on the labor
When to adjust your press charge:
Increase for:
- Complex positioning: Add 15-25% for precise placement requirements
- Specialty garments: Caps, bags, performance wear may need 2-3× standard time
- Gang sheets: Extra cutting/prep labor (see section below)
Decrease for:
- Volume efficiency: Large runs of same design = faster pressing
- Repeat customers: Reward loyalty with slightly better pricing
- Simple applications: Basic single-location on standard t-shirts
Choosing Your Markup
Your markup determines your margin on the transfer cost itself
Starting Point: 33-40% Margin
Most decorators start with a 1.5-1.67 markup (33-40% margin):
- Competitive in most markets
- Provides healthy profit on volume orders
- Leaves room for occasional discounts
Premium Positioning: 50%+ Margin
Use a 2.0+ markup (50%+ margin) when you offer:
- Fast turnaround times
- Exceptional quality control
- Design services
- Premium customer service
- Niche market expertise
Volume Pricing: 25-33% Margin
Consider a 1.3-1.5 markup (25-33% margin) for:
- Large repeat customers
- Simple, high-volume orders
- Competitive bid situations
- Building new customer relationships
Product-Specific Markups
The spreadsheet lets you set different markups for different transfer types:
- Higher markup on specialty products (Neon, Reflective, Industrial Wash)
- Standard markup on everyday items (Wearables, DTF)
- This maximises profit on unique offerings while staying competitive on commodity products
Special Pricing Scenarios
Gang Sheet Pricing
Gang sheets require special pricing consideration due to shared space and cutting labor.
Method 1: Calculate by proportional area
1. Determine the cost of the entire gang sheet
2. Calculate what portion each design occupies
- Example: Design A = 50% of sheet, Designs B & C = 25% each
3. Allocate sheet cost proportionally to each design
4. Apply your markup to the allocated transfer cost
5. Add your press charge (which already includes margin on labor)
6. Important: Add cutting/prep fee of $0.15-$0.30 per transfer
Method 2: Price individually (simpler and more profitable)
- Use the pricing calculator to price each transfer by its actual size
- Sell at standard single-image pricing
- Keep the gang sheet cost savings as extra margin
- No need to explain gang sheet savings to customers
The hidden cost of gang sheets: Cutting labor
- Gang sheets require cutting and separating before pressing
- This adds significant time, especially at volume
- Many decorators underestimate this cost
Why Supacolour single-image transfers are easier:
- Come pre-cut and labeled
- Ready to press immediately
- No prep time = faster turnaround
- Less labor = better margins
- Consider recommending singles when gang sheet cutting eats into profitability
Small Order Setup Fees
For very small orders (under 24-50 pieces), consider adding a setup fee:
Typical range: $15-$35 per design
This accounts for:
- Your proofing and artwork review time
- Shipping costs on Supacolour transfers
- Minimum labor threshold for job setup
Rush Order Pricing
- Rush fees are standard in the industry:
- 20-50% premium for expedited service
- Either increase your markup temporarily or add a flat rush fee
- This compensates for disrupting your production schedule
Samples and First-Time Customers
Consider your sample pricing strategy:
- Some decorators charge full price for samples
- Others offer reduced pricing to win new business
- Factor in that samples take similar setup time but no volume efficiency
Using the Spreadsheet Effectively
Quick Setup Workflow
- Download fresh price book from your portal
- Open the Introduction tab
- Set your markup value(s) - start with 1.5 for 33% margin
- Set your press charge - typically $1.40-$1.50
- Browse product tabs to see calculated customer pricing
- Save for reference when quoting jobs
Create Multiple Pricing Tiers
Consider maintaining multiple spreadsheet versions:
Standard pricing (1.5 markup, $1.50 press)
- Your default for most customers
- Competitive but profitable
Premium pricing (2.0 markup, $2.00 press)
- Rush orders
- Complex applications
- High-service customers
Volume pricing (1.3 markup, $1.25 press)
- Large repeat customers
- 500+ piece orders
- Relationship pricing
Keep It Current
- Download fresh price book monthly or quarterly
- Supacolour pricing can change with market conditions
- Re-apply your markup and press charge settings to new versions
- Review your margins regularly against actual costs
Common Pricing Questions
"Should I show customers the transfer cost separately?"
Most decorators provide all-inclusive per-piece pricing:
- Simpler for customers to understand
- Focuses on value, not cost breakdown
- Prevents customers from shopping around for cheaper transfers
Exception: When a customer specifically requests an itemised breakdown or needs it for their accounting.
"How do I price garments + transfers?"
If you're selling decorated garments (not just pressing customer-supplied garments):
Garment cost + Transfer cost + Press labor + Markup on entire package = Selling price
Many decorators apply their markup to the combined (garment + transfer) cost, then add the press charge.
"What about pressing customer-supplied garments?"
When customers bring their own garments:
- Charge your full press charge
- Consider adding a handling fee for inspection/quality control
- You may want a liability waiver for defective garments
"Should I offer quantity discounts?"
Yes - tiered pricing encourages larger orders:
- Your transfer cost decreases with volume
- Your labor efficiency improves with volume
- Pass along some savings while maintaining margin
Example tier structure:
- 1-49 pcs: $4.50
- 50-99 pcs: $4.00
- 100-249 pcs: $3.50
- 250+ pcs: $3.00
Regional Considerations
Labor Costs
The $15-$20/hour labor cost is USD-based. Adjust for your region:
- UK: Convert to GBP equivalent based on local labor rates
- New Zealand: Convert to NZD equivalent based on local labor rates
- High-cost areas: May justify higher press charges
Market Competition
Research what competitors charge in your specific market:
- Urban markets may support premium pricing
- Rural markets may be more price-sensitive
- Specialty niches (corporate, sports, events) have different pricing dynamics
Currency Considerations
The portal shows pricing in your local currency automatically:
- USD for USA customers
- GBP for UK customers
- NZD for New Zealand customers
Maximising Profitability
Don't Compete on Price Alone
Successful decorators differentiate on:
- Speed: Faster turnaround justifies premium pricing
- Quality: Consistent, excellent work builds reputation
- Service: Responsive communication and problem-solving
- Expertise: Help customers choose the right products
Understand Your True Costs
Beyond transfers and direct labor, factor in:
- Equipment depreciation and maintenance
- Utilities (significant for heat presses)
- Facility overhead
- Administrative time
- Spoilage and reprints
Track Your Metrics
Monitor key performance indicators:
- Average order value
- Margin per order
- Revenue per press hour
- Customer acquisition cost
- Customer lifetime value
Getting Started
Ready to implement professional pricing for your business?
- Download the price book from your Supacolour portal
- Calculate your press costs based on actual labor rates
- Start with conservative margins (1.5 markup = 33% margin)
- Test your pricing with a few quotes
- Adjust based on market response
Remember: Pricing is both art and science. Start with these guidelines, then refine based on your market, costs, and business goals. The goal is sustainable margins that reward your expertise while remaining competitive.
Need help accessing your pricing or have questions about specific transfer types? Contact your Supacolour customer service team through your portal.