Fund Your First Merch Run With Follower Support

A creator can fund a first merch run by opening a Brillay Goals for the print shop's total: blank garment cost, plus the per-shirt print fee times the minimum order quantity, plus one-time setup fees. Followers contribute cash toward that public total before you place the order, so you are not fronting inventory money for a design with no sales history. A Goal is one named goal with a progress bar: followers make one-time contributions and every contribution is yours whether or not the goal is reached — no deadline unless you set one, and nothing to ship.

How much does a first small merch run actually cost?

A first small screen-print run costs three things: blank garments, a one-time setup fee per ink color, and a per-shirt printing fee that falls as quantity rises. Branded Screen Printing's published price list sets a 12-piece minimum, a $35 screen fee for a one-color design, and a $4.50 per-shirt printing fee at 24 to 47 pieces (Branded Screen Printing price list).

The minimum order quantity is usually the number that catches new sellers off guard. Branded Screen Printing's price list states the rule plainly — "Screen printing has a 12-piece minimum, and pricing improves at quantity breaks" — and adds that "if you need fewer than 12 pieces, UCP printing is available with no minimum". Screen-print shops set a minimum because the setup work — burning screens, mixing ink, calibrating a press — costs roughly the same whether they print 12 shirts or 100, so they need a batch big enough to make that setup worthwhile.

Underground Printing, a screen-print vendor, states on its own pricing guide that "our typical minimum order quantity is around 12 to 24 shirts per design, but this can vary based on design complexity and garment choice". Underground Printing's own FAQ page adds a second figure that matters more for a tiny run: "While Underground Printing has no minimums for screen printing, price is usually a prohibitive factor under 6 pieces". A shop's stated minimum and its economic minimum are not always the same number.

Setup fees are quoted per ink color and vary widely by shop. Branded Screen Printing's price list charges a $35 screen fee for a one-color design and $65 for a four-color design, while Hemlock Ink's pricing page charges "a one-time fee of $15 per screen that is waived on re-orders placed within a year". Custom Ink takes the opposite approach and states on its pricing page that "there are no hidden setup charges or fees" because "every price quote includes artwork assistance, print setup, and free standard shipping".

Is print-on-demand cheaper than a bulk screen-print order?

Print-on-demand removes the minimum-order problem because each unit is made only after a customer orders it, but it costs more per delivered piece than a bulk run. Printful's own product comparison prices the Bella + Canvas 3001 tee at $14.22 to $24.32 for printing (Printful shirt comparison), and Printful's Academy lesson sets US t-shirt shipping at $4.69 for the first item (Printful Academy).

Printful's official product page states it offers merchandise with "no order minimums" (Printful print-on-demand). Printify's own pricing page states the same trade-off, describing print-on-demand as carrying no inventory and no upfront cost because products are made only after a customer orders.

"No inventory, no warehouses, no upfront costs. Products are made only after customers order, so there's nothing to buy in advance." — Printify, official pricing page

The zero-upfront-cost model is real, but it is not free money, because there is no bulk discount on a per-order print. Printful's own published figures put a single delivered Bella + Canvas 3001 tee at roughly $18.91 — the $14.22 low end of Printful's stated $14.22 to $24.32 printing price, plus the $4.69 first-item US t-shirt shipping rate Printful's Academy lesson quotes (Printful shirt comparison, Printful Academy: how to set up shipping rates). Printful's $14.22 to $24.32 printing range and $4.69 first-item shipping rate are published list prices, not a quote for your job, and they vary by print placement, garment color and destination, so treat Printful's $18.91 delivered figure as a floor rather than a fixed price. Underground Printing states that a bulk run of 100 standard short-sleeve shirts with a one-color front print costs "from $8 to $15 per shirt," a figure its guide says includes the garment, setup fees and printing (Underground Printing cost guide). Set side by side, Underground Printing's $8 to $15 bulk range sits below Printful's roughly $18.91 delivered floor, and the bulk advantage widens the further past a shop's minimum you order.

Volume is where the gap opens. Branded Screen Printing's published tiers drop the one-color printing fee from $6.70 per shirt at 12 to 23 pieces, to $4.50 at 24 to 47 pieces, to $3.40 at 48 to 71 pieces, to $2.30 at 96 to 143 pieces. Direct-to-garment printing splits the difference: one industry supplier notes "the minimum quantity can be 1, since the setup is significantly less than with traditional screen printing," while adding that you still account for the shop's own per-unit and setup costs.

The practical read for a first run: print-on-demand removes the minimum but keeps your margin thin per sale, while a bulk screen-print order lowers your per-unit cost and forces you to buy — and pre-fund — the whole minimum batch up front, sold or not.

Why fund the run instead of just pre-selling it?

Funding a print run through a public cash goal differs from taking pre-orders because supporters contribute toward a stated total shown on a Brillay Goal progress bar, rather than buying a specific product, size, or ship date (Brillay Goals). A pre-order, by contrast, is a retail sale, and US federal shipping rules attach to it.

The relevant US rule is the FTC's Mail, Internet, or Telephone Order Merchandise Rule, 16 CFR Part 435, which governs any merchandise a buyer orders by mail, internet or telephone. Section 435.2(a)(1) of that rule requires a seller to have a reasonable basis to expect it can ship ordered merchandise within the time stated in the solicitation, or within thirty (30) days if no time is clearly and conspicuously stated (eCFR, 16 CFR § 435.2).

"To solicit any order for the sale of merchandise to be ordered by the buyer through the mail, via the Internet, or by telephone unless, at the time of the solicitation, the seller has a reasonable basis to expect that it will be able to ship any ordered merchandise to the buyer: (i) Within that time clearly and conspicuously stated in any such solicitation; or (ii) If no time is clearly and conspicuously stated, within thirty (30) days after receipt of a properly completed order from the buyer." — eCFR, 16 CFR § 435.2(a)(1), Mail, Internet, or Telephone Order Merchandise Rule

A 50-day shipping window does exist in the same rule, but only for credit sales, and it is widely misquoted as a general alternative to the 30-day deadline. The text of 16 CFR § 435.2(a)(1) gives a seller "fifty (50) days, rather than thirty (30) days" only "where, at the time the merchandise is ordered the buyer applies to the seller for credit to pay for the merchandise in whole or in part" (eCFR). The FTC's business guide files that same provision under the heading "What You Must Know Before Making Shipment Representations in Sales Involving Credit Applications" and explains that "the extra 20 days is to enable you to process the credit application". A supporter paying by card at an ordinary checkout is not applying to the seller for an in-house credit account, so 30 days is the deadline that applies to a normal creator pre-order.

Missing that deadline starts a refund clock with a specific length. The FTC's business guide states that "no notification to the customer can take longer than the time you originally promised or, if no time was promised, 30 days" and that "if you cannot ship the order or provide the notice within this time, you must cancel the order and make a prompt refund" (FTC business guide to the Mail). A "prompt refund" is defined in 16 CFR § 435.1(b)(1) as a refund sent by a means at least as fast and reliable as first class mail "within seven (7) working days" of the date the buyer's right to a refund vests (eCFR, 16 CFR § 435.1).

One caution before treating a goal as a way around the FTC rule: the label on the button is not what decides which rules apply — what you tell contributors is. A goal sits outside pre-sale obligations only while it stays a contribution toward a stated total. If the wording leads supporters to expect a specific product, a size, or a delivery date in exchange for their money, expect to be held to that expectation by contributors, by card issuers handling chargebacks, and potentially by regulators, whatever the page calls the payment. Do not imply a guaranteed product, a guaranteed ship date, or any other consideration in return for a contribution unless you can actually fulfil it. None of this is legal advice for your situation, and rules outside the US differ.

A goal also reframes the ask. The pitch changes from "buy this shirt, sight unseen, ship date TBD" to "help me cover the print shop's minimum so this design can exist" — closer to how a reader funds an art print run than how a store takes an order. Brillay's Goals offer is built for supporters' contributions toward one named total on a progress bar (how Brillay works). The same cash-toward-a-total structure works just as well when the goal isn't merch at all — see how a creator funds a full rebrand with follower support for the equivalent build applied to logo, site, and asset costs.

What should the goal actually say?

A first-run goal should name a specific total, say exactly what that total covers, and say what happens once the total is reached. State the print quantity, whether the number includes setup fees and blanks, and roughly when you will place the order. A vague goal gives a supporter nothing concrete to attach a contribution to.

Here is a worked target built entirely from published vendor prices, for 24 one-color shirts on Gildan 5000 blanks:

A 24-unit, one-color run priced from those published list prices comes to $215.59, or about $8.98 per shirt, covering the blanks, standard ground shipping on the blanks, the one-color screen fee and the printing, but not the printer's charge to deliver the finished shirts to you. ShirtSpace's shipping policy prices Standard Shipping at $9.95 on qualifying orders under 25.0 lbs per warehouse and waives it on orders over $79, so a $62.64 blanks order pays the $9.95. A goal line written from that build reads: "$225 covers a 24-unit, one-color screen-print run of this design — blanks, standard shipping on the blanks, the screen fee, and printing — and I place the order the day this goal is funded." That one sentence answers the three questions a supporter actually has: how much, for what, and when.

Every figure in the worked table is a published list price from a named vendor, not a quote for your job, and vendor list prices change without notice. Blank prices in particular move with size and color: ShirtSpace's $2.61 is the published starting price for the Gildan G500, not a flat rate across sizes S through XL. Re-price the table against the vendors' live pages before you publish a goal total to supporters. Actual print costs vary by shop, garment, design complexity, ink colors, and quantity, and no platform can promise a goal will be funded.

What if the goal doesn't fully fund?

Followers pay upfront, and a goal has no request to decline — every contribution simply counts toward the total, funded or not. Brillay's published Terms state that refunds "may be available depending on the payment status and platform, creator, or admin policy", rather than under an all-or-nothing rule.

What an unfunded goal avoids is the print order: nothing is printed, and nothing is shipped. The financial exposure of an unwanted print run never lands on the creator, because the creator controls when the purchase order goes to the print shop. Brillay's Terms describe goals as payment "tied to a creator's specific goals or wishlist items" and place responsibility for the creator's own products and prices with the creator, and Brillay's published refunds policy states that "each creator is an independent seller and the merchant of record for products and services offered through that creator's page". The creator, not Brillay, therefore decides whether and when a partial total is spent.

From there you have options a pre-sale would not give you. Lower the target to a smaller minimum if the shop offers one: Branded Screen Printing's published minimum is 12 pieces, half the 24-unit quantity priced in the worked example on this page. Switch the design to a print-on-demand listing with no minimum. Or leave the goal open and keep building toward it. None of those requires explaining a shipping delay to a buyer, because no fixed delivery date was ever promised. Be straight with contributors about what you do with a partial total — say up front whether it stays earmarked for the run or funds a smaller version.

Should you start with print-on-demand or save up for a bulk order?

Start with print-on-demand when a design has no sales history, because it carries no minimum order. Move to a funded bulk order once a design proves it sells, because per-unit cost drops sharply with volume: Branded Screen Printing's published one-color list price is $2.30 per shirt at 96 to 143 pieces versus $6.70 at 12 to 23 pieces.

Many creators use both — testing new designs on-demand, then funding a bulk run only once a design is validated. A funded bulk order gets you the bulk-order price without the bulk-order risk, as long as you do not place the print order until the goal is met. The same staged approach carries over to other one-time gear costs — see funding a podcast recording setup with follower support for a worked example that prices out hardware instead of a print run.

What else fits alongside a merch goal?

A merch goal does not have to be the only offer on your page. A creator building a video setup rather than a print run can price the equivalent goal the same way — see funding a lighting and green-screen setup with follower support.

• Tips: for supporters who want to support you generally without earmarking money for the merch goal specifically.
• Custom Work: if you also sell something bounded and deliverable now, like a custom design commission, separate from the goal.
• Paid Questions: for a supporter asking "will this design come in my size" or "when's the goal likely to fund" without you having to answer that in public comments.
• Personalized Videos: unrelated to merch, but useful if supporters who back the goal also want a personal thank-you.

Keep the merch goal itself narrowly scoped to the print run — bundling unrelated asks into one goal makes the total harder for a supporter to evaluate. If the run exists to sell in person, funding a convention table to sell it at is worth pricing out as a separate goal rather than folding table costs into the merch total.

Frequently asked questions

The questions below cover the four things a first-time merch seller actually has to decide: what minimum order quantity to expect, whether print-on-demand or a bulk run fits the design, how a Goal tracks supporters’ contributions toward the print run, and Brillay’s fees.

What's a realistic first merch-run minimum order quantity?

It depends on the vendor and print method. Branded Screen Printing's published price list states that "screen printing has a 12-piece minimum, and pricing improves at quantity breaks", while Underground Printing's guide states a typical minimum of about 12 to 24 shirts per design. Direct-to-garment and print-on-demand methods can start at a single unit. Always get a quote from your specific vendor.

Is print-on-demand or a bulk order better for a first run?

Print-on-demand removes the minimum-order problem and any upfront inventory risk but costs more per delivered unit: Printful's own comparison prices a Bella + Canvas 3001 tee at $14.22 to $24.32 for printing, and Printful's Academy lesson puts US t-shirt shipping at $4.69 for the first item. A bulk order lowers the per-unit cost and requires committing to the full minimum quantity up front — which is exactly the cost a goal is meant to cover before you place that order.

Does a Brillay goal guarantee the merch gets made?

No. A Goal shows one named funding target and its progress as supporters contribute toward it. The creator decides whether and when to place the print order once, or if, the goal is funded, because Brillay's published policy names each creator "an independent seller and the merchant of record for products and services offered through that creator's page". Do not describe a goal in wording that promises supporters a finished product or a delivery date you cannot guarantee.

If the goal misses its target, do supporters get their money back?

No, not automatically. As Brillay's contact page explains, creators are independent sellers who handle delivery questions, corrections, and refund requests for their own orders — Brillay does not step in to reverse a payment on a supporter's request alone. A creator can choose to refund a goal contribution, but a supporter's request does not reverse the payment automatically. Say clearly in the goal description what happens to a partial total before anyone contributes.

What does Brillay charge to run a merch goal?

No monthly fee, you only pay a small platform fee when you get paid. 8% platform fee when a follower pays for work, 5% platform fee on tips and goals. Card processing is separate. There is no follower minimum either, so a small audience can still fund a small first run.

Can I sell the actual merch itself through Brillay?

No. Goals collect one-time contributions from supporters toward a named target shown on a progress bar. You place the print order and handle fulfillment yourself once the goal is funded.

If your merch is specifically for a convention table, see funding a convention artist-alley table.

Create your free Brillay page and fund the print shop's minimum before you place a single order.