UBCNews - Business - Should Your Company Order Custom T-Shirts? Experts Explain ROI Potential

Episode Date: February 24, 2026

Welcome back, everyone! Today we're tackling a question a lot of small business owners ask: should your company actually invest in custom t-shirts? And more importantly, what kind of return on investment can you expect? I've got a guest here who's been working with businesses on branded apparel for years. So, let's jump right in. What's your take on custom t-shirts as a marketing tool? Team Outfitters City: Waupaca Address: 109 Western Avenue North Website: https://teamoutfitterswi.com/

Welcome back, everyone. Today we're tackling a question a lot of small business owners ask, should your company actually invest in custom t-shirts? And more importantly, what kind of return on investment can you expect? I've got a guest here who's been working with businesses on branded apparel for years. So let's jump right in. What's your take on custom t-shirts as a marketing tool? Thanks for having me. You know, custom t-shirts are honestly one of the most underrated marketing tools out there. They're simple, creative, and incredibly cost-effective. I mean, think about it. When someone wears a shirt with your logo, they become a walking advertisement.

Every time they're out grabbing coffee, running errands, or at a community event, your brand is getting exposure. That's a solid point. So it's like free advertising after the initial investment? Exactly. And here's something interesting. A single promotional t-shirt can generate anywhere from 3,400 to over $4,400 to over $4. 5,000 impressions during its lifetime. Compare that to a digital ad that someone scrolls past in a second. The cost per impression for a branded t-shirt can be as low as two-tenths of a cent,

which is way cheaper than most digital or print campaigns. Wow, that's a pretty compelling number. So what are some of the main advantages companies see when they order custom t-shirts with their logos? There are a few big ones. First, brand awareness. Custom apparel increases visibility in everyday situations where traditional ads just can't reach. Second, it improves your credibility. When your team wears matching branded shirts at an event or in your store, it creates a cohesive, professional look that builds trust with customers. Right, that makes sense. People respond to that polished image. Definitely. And there's also the community aspect. Custom shirts foster a sense of belonging among employees, loyal customers, or partners. When people wear your brand, they become

proud advocates. It creates this inclusive atmosphere that breaks down barriers. So they're essentially turning customers into brand ambassadors? Precisely. And here's another advantage, longevity. Unlike a social media campaign that ends after a few weeks, a T-shirt can stay in circulation for years. On average, a promotional shirt is kept and worn for 14 months or more. Nearly half of consumers keep a branded T-shirt for two years or longer. That's continuous brand exposure without any additional cost. That's incredible value. And I imagine the quality of the shirt matters here? Oh, absolutely. If you use quality materials, people will actually want to wear it. A comfortable, well-made shirt encourages repeated use, which multiplies your impressions. I remember working with

a local coffee shop a few years back. We did a run of really soft tri-blend teas for their anniversary. People still wear those shirts around town, and the owner tells me folks ask about the shop all the time. Mm-hmm. That's perfect. Plus, modern printing methods like screen printing or direct-to-garment make it affordable, especially for bulk orders. That point about quality materials and bulk pricing sets up our next piece, timing and distribution strategies. But first, a quick word from our sponsor. This episode is brought to you by Team Outfitters, a locally owned custom apparel and branding company based in Wapaka, Wisconsin.

They specialize in custom branded apparel, including screen printing and embroidery, as well as promotional products and recognition items. Whether you need uniforms, workwear, or branded merchandise, team outfit Works closely with clients to design, produce, and deliver high-quality solutions that strengthen brand identity and team pride. Learn more at Team OutfittersWI.com. Picking up on quality materials and bulk pricing, when's the best time for companies to actually give these shirts away? Should they focus on public-facing events, employee gatherings, or both? Great question. Both strategies work, but they serve different purposes. For public-facing events,

Think conferences, expos, festivals, trade shows. Giving away custom shirts ensures your brand visibility extends long after the event ends. Attendees take them home, wear them around town, and suddenly you've got ongoing exposure. So the shirt becomes a keepsake that keeps working for you? Exactly, and the data backs this up. 90% of people who receive a promotional product remember the brand name. Even better, 89% can recall it after two years. That's powerful brand recall. You could say it this way, too. Branded apparel sticks in people's minds

better than almost any other marketing tool. Those are some serious retention numbers. What about employee events? For internal events, team building activities, company anniversaries, milestone celebrations, branded apparel fosters unity and shared purpose. It boosts morale and makes employees feel valued. When your team wears the same shirt, it creates this sense of pride and connection. Studies show that custom apparel can improve employee satisfaction and teamwork. That's a win-win. You're strengthening internal culture while also preparing your team to represent the brand publicly. Absolutely. And here's something I've seen firsthand. People love getting free stuff. When you hand out a quality shirt, it encourages word of mouth referrals.

Someone asks, hey, where'd you get that shirt? And it sparks a conversation about your business. Nearly one in three people who receive a company's shirt are more likely to become customers afterward. So it's organic marketing at its best. Have you ever wondered how a simple t-shirt can outperform a fancy ad campaign? Right. And you can get creative with distribution too.

Use social media contests, hashtag challenges, or offer limited edition designs to create urgency. That fear of missing out drives engagement and makes people more excited to get their hands on your apparel. Though I will say don't make the design too wild, I once saw a company put a full paragraph of text on a shirt. Nobody could read it from more than two feet away. Huh, yeah, less is definitely more with design. For sure. An eye-catching, unique design makes your shirt stand out in a crowded market. It should represent your brand clearly, use appropriate colors,

And most importantly, be comfortable. If it checks those boxes, you're going to see much better results. Brand recall is highest for apparel items. 85% of people remember the brand after receiving a promotional product. That's a compelling case. And beyond the numbers, there's that emotional connection you mentioned earlier. Exactly. Giving away custom apparel creates goodwill.

It shows you value your customers and employees as people. That emotional connection builds loyalty and loyal customers are your best marketing asset. In fact, 83% of people are more likely to do business with a brand after receiving a promotional product. So to everyone listening, if you've been on the fence about investing in custom t-shirts, the ROI potential is clear. You're looking at long-lasting exposure, strong brand recall, customer loyalty, and a cost-effective marketing strategy that works on multiple levels. I couldn't have said it better. Whether you're launching a campaign, hosting an event, or just looking to strengthen your brand presence,

custom T-shirts deliver results that go far beyond the initial investment. Fantastic insights today. Thanks so much for breaking this down for us. My pleasure. Thanks for having me. And to our listeners, thanks for tuning in. If you want to learn more about custom apparel solutions, check out team outfitterswI.com. Until next time.