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.