Let’s put this one to rest. More items do not equal more sales! 600K+ shows tell us, on average, 73% of gross sales per show is made up of only 4 items. That’s it. That’s a black t-shirt and 3 other items.
Why Should I Care?
Touring with a large product line has many factors you have to take into account: storage and inventory management, display space, average transaction time, average time it takes fans to select an item, inventory costs, and the additional time to count in and out of each location. Having options for your fans is great but a large volume of options is not the best approach to maximize tour merch profitability. Less is more in this case.