Pricing embroidery too low is one of the most common mistakes new embroiderers make. It feels counterintuitive to charge what the market will bear, especially when you're building a customer base — but underpricing attracts low-value clients and makes it impossible to sustain a business. This guide gives you a realistic, defensible pricing framework.
The Three Components of Embroidery Pricing
- 1Stitch count charge: the number of stitches in the design × your rate per thousand stitches.
- 2Garment / blank cost: the cost of the shirt, cap, or item to be embroidered.
- 3Overhead: stabilizer, thread consumption, machine wear, and your time.
Stitch Count Pricing
Most professional embroiderers price by stitch count. A typical rate for home-based single-needle machines is $0.80–$1.50 per thousand stitches. For multi-head commercial machines producing high volume, rates can be as low as $0.30–$0.50 per thousand.
| Design | Typical Stitch Count | Price at $1/1k stitches |
|---|---|---|
| Small name or text | 2,000–4,000 | $2–$4 |
| Left-chest logo (small) | 4,000–7,000 | $4–$7 |
| Left-chest logo (standard) | 7,000–10,000 | $7–$10 |
| Back of jacket (medium) | 15,000–25,000 | $15–$25 |
| Back of jacket (large) | 25,000–40,000 | $25–$40 |
| Cap (small badge) | 3,000–6,000 | $3–$6 |
| Cap (full front design) | 6,000–12,000 | $6–$12 |
Minimum Order Charges
A minimum order charge ensures you're paid for the machine setup, hooping, and finishing time regardless of the stitch count. Most home embroiderers set a minimum of $10–$15 per item. Below this, the job isn't worth taking.
Digitizing Setup Fees
If you're creating embroidery files for a customer using their supplied artwork, a digitizing fee is appropriate — even if you use free tools like SewFlow. Your time has value. Common digitizing fees:
- •Simple logo or text: $10–$20 one-time setup fee.
- •Complex logo with multiple colours: $20–$40.
- •Re-use of a previously digitized design: no charge or small revision fee.
- •Waive the setup fee for large orders (10+ items using the same design).
Sample Price List for Common Jobs
| Job | Price Range (excluding blanks) |
|---|---|
| Left-chest logo on supplied polo | $8–$15 |
| Cap embroidery (supplied cap) | $10–$20 |
| Name + number on supplied shirt | $8–$12 |
| Back jacket design (supplied) | $20–$45 |
| Personalised tote bag (your bag) | $12–$20 |
| Baby bib personalisation | $8–$12 |
| Custom patch (supplied backing) | $5–$12 each |
| Batch rate (10+ identical) | 10–20% discount |
Adjusting Prices for Your Market
- •Rural or small-town markets may price 10–20% lower than city rates.
- •Corporate and B2B clients pay at the higher end of the range — they value reliability and quality over price.
- •Online (Etsy, Not On The High Street): pricing includes postage, packaging, and platform fees. Add $3–$8 per order.
- •Raise prices annually by 5–10% to keep pace with thread, stabilizer, and energy costs.
Create embroidery files for your customers for free:
Open SewFlow →Profitability Check
A quick profitability test: if you can't earn at least minimum wage from a job (stitching time + finishing time + admin), the price is too low. Track your actual time per job for a month — most embroiderers discover they're charging less than minimum wage when they account for all their time honestly.