Why Print-on-Demand will always exist, even in the shadow of big retail

Author: David Hooker

In Printify’s lifetime, we have completed millions and millions of orders. The Print on Demand market is estimated to have been 4.9 billion in 2021.? Despite this, there’s still a feeling among some that this is a fad.?

It’s not helped by articles like this one in Wired, or the fact that recent explosive growth was fueled by the pandemic. And it’s probably partly to do with all those YouTubers who look about as trustworthy as anyone can when they tell you that they know a foolproof way to make money online.?

Or maybe it’s to do with the fact that it offers the chance for ordinary people to become businesses without any major risk???

Whatever the reason, Print on Demand is here to stay for one simple reason: it serves groups that big retail will never touch. Who’s that, you ask? Niches.?

Global fashion retailers will never make a t-shirt for homosexual men who own labradors. There’s just not enough of them. Meanwhile, if you are a proud gay man who loves your labradors, you would probably buy a t-shirt that celebrated that – as long as the design was tasteful, of course.?

Those big brands in your shopping malls or on your high-street are looking for the next big trend. Big trends need to appeal to masses of people whatever their gender, sexuality, age, and class are. Sure some trends will be more popular with certain groups, but they can’t be niche and have mass appeal.?

It’s like no matter how good I tell everyone the Wire is, it’s just never going to appeal to some people. And that’s ok, those people are missing out.?

Remember, once upon a time, jeans were the next big trend. So were hoodies. Both of those work for a wide range of people. Apparently, some people would never be seen dead in either jeans or a hoodie, but they’re the minority. And that’s the beauty of Print on Demand.?

It sells to the minority. Any minority.?

I’ve met a really successful merchant who uses Printify and makes 5 figures in turnover every month. He has three stores that sell into niches. One of them sells right-wing pro-Trump merchandise – Donald 2024, that type of stuff.?

The other is a Bernie Sanders appreciation store – lots and lots of mugs with Bernie wearing his mittens. Unsurprisingly, the merchant is very apolitical, and his success is founded on the fact that he serves niches.?

In both cases, I don’t think you’re going to see Old Navy stocking his designs any time soon.?

There are two major reasons that Print on Demand has emerged as a viable profession. Neither of them is the pandemic. Yes, that’s something that accelerated growth, just like it did for Zoom, but Printify existed before COVID-19. The real reasons Print on Demand is here and here to stay are:

1. The acceleration in technology.

Not to toot our own trumpets, but Printify connects you to over 100 print locations in milliseconds. Your design is sent to a printing machine in a pixel-perfect format that’s on the other side of the world. That’s incredible.?

2. Gen-Z want their clothes, products, brands, and experiences to be more popular.

They want to be spoken to on a bunch of levels. They want brands to KNOW them. Releasing a new shoe is not enough now, you have to release it with a backstory and in several different color combinations that also have an origins tale. Print on Demand provides the people who know people with the opportunity to make products for those people. (Yes, I’m aware I sound like a Barbara Streisand song)?

So, if you’re hunting for a side-hustle and are a little reluctant to try Print on Demand because you have this perception that it’s something that’ll be gone tomorrow, don’t. If you think you’ve got a design idea that will speak to a niche, sign up for Printify today. If you don’t, but you still like to perpetuate the myth that Print on Demand is sketchy, stop it. It’s not, it’s hella cool. I mean, it’s given us t-shirts like this one.?