Merchandising: Sales Tool or Author Side Hustle?

Some Savvy Authors See it as Both

Michael Geraghty Exhibiting Books and Swag at Oceane Vineyard Holiday Marketplace

I have to admit that despite creating a few mugs as giveaways for my first novel’s launch party, and some personalized pens for a memoir-writing class, I’ve pretty much steered clear of swag. I just could never understand how a bookmark or pin could sell more books. I’ve certainly never purchased something because it was advertised on the swag I picked up at a book fair or conference. But then I watched TikTok and observed how excited readers became when an author enclosed a sticker or some chachka with their autographed book. That’s when I realized many readers are collectors, and might buy books just to get their hands on merch.

Who knew?! Well, my fellow Hudson Valley Scribes member, Michael Geraghty, for one. By the time of my epiphany, he’d already amassed close to 10,000 followers on TikTok who just loved his small-town romance books, had some narrator reading those novels aloud to potential book-buying Booktokers, and ran merchandise stores on TikTok and elsewhere that sold stepped-up swag (i.e. merchandise) connected to his books (think shot glasses or tumblers with the name of a bar featured in a book, for example). So who better to interview about the potential benefits of book merchandising?

Dawn: What made you consider adding merchandise for sale (rather than swag to give away) to your inventory?

Mike: I had been involved in merchandising for a long time before I started getting published, so it came naturally to me to seek avenues to expand things to appeal to readers of my books. Having merchandise that focuses on generics of small-town romance or particular aspects or places in my books lets readers pick up items they like without having my name all over it, like the swag.

Dawn: How do you get your ideas for what to put out?

Mike: I look for things I find eye-catching that other people might also enjoy. There will always be merchandise trends worth trying out once to see how they hit, but going with some tried-and-true items people enjoy—coffee mugs, bookmarks, tumblers, t-shirts, pins, etc.—will always work out pretty well.

Dawn: What is your proportion of swag vs. merchandise?

Mike: I still have more swag than merchandise—people like to get stickers, bookmarks, magnets, or the like to accompany a book. I limit the merchandise so I don’t have to take on a ton of inventory simultaneously.

Dawn: What are some of the more unusual items you created or had created?

Mike:  I have tried unique poker chips. People like those. I also recently made some cookies with my Christmas romance cover on them and used them as part of a holiday bundle I offered.

Dawn: How did you find the company you hired to make these things? How much creative input do you have vs. what they offer?

Mike: I work with several companies on merchandise and swag—Sticker Mule, Homestead Creations, Sticky Brands, and others. I also use several local small businesses. For most of the items, I have a particular vision in mind of what I want, but there have been many times when a vendor has recommended something they think would be a good fit for the books I write. Homestead Creations has been fantastic about getting me bookmarks that fit well with each of my books. They are always recommending new designs to me.

Dawn: What items have been the most popular and why?

Mike: The pint glasses I created from a fictional pub used in my motorcycle books sold very well. I have also done well with the tumblers and coffee mugs. They are just things that have eye appeal and are used often, so people pick them up. Offering them at a reasonable price point makes them even more appealing.

Dawn: Have the items helped sell books? Is it a new profit center?

Mike: Yes, they have helped sell books. I do a few items specifically to go with my Christmas book and motorcycle books, and the appeal of the items has drawn people to pick up books. I think merchandising can be an extra profit center if you are particular about what you offer. People want the merchandise as long as it doesn’t cost an arm and a leg.

Dawn: Do you ever give away or raffle off the merchandise, and if so, how often and in what way? If so, has the merchandise made launches and giveaways more successful?

Mike: I do giveaways about once a month that involve merchandise. I have the best social media success on TikTok versus Facebook or Instagram, so I do the giveaways primarily there. Usually, all the people have to do is comment and share the video with another person to get entered, so it helps generate interest. Using your mailing list for a giveaway also helps keep your dedicated readers interested in your newsletter if you offer a giveaway once a month.

Dawn: How do you decide on the price for the items? Do you profit from them?

Mike: You have to factor in your total cost for each item—the cost for your purchase (including any artwork costs) and your shipping costs from the supplier to you. You have to include some markup so you can make money. It’s important to be aware of what the market will bear for the particular merchandise you are offering and go with that. You can get a coffee mug made for $3 -$4, sell it for $5-$7, and make money on it. T-shirts can sometimes be tricky because the retail stores can charge $10 each since they buy hundreds of shirts at a time. When you are only buying only twelve or twenty-four shirts, your cost can be close to the $15-20 mark. Selling for $25 is on the high end, so your profit is lower. It does take some market analysis to see what will work well for you.

Dawn: What haven’t I asked that you think would be important for readers to know?

Mike: Be bold and ask your readers what they might be interested in. I always ask readers for new ideas about things they might like to have. Also, visit local craft fairs and markets and network with local vendors. You can often find great items you will not have to buy in large quantities at many fantastic prices to offer something unique and use their selling point of supporting other local small businesses.

Be sure to check out Mike Geraghty’s merchandise and books, including his newest—The Calm in the Storm—at https://www.mikegeraghtyauthor.com/.

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Dawn M. Barclay

Dawn M. Barclay is an award-winning author who writes psychological and romantic suspense as D.M. Barr and non-fiction under her own name. Her eight published books include Expired Listings, Murder Worth the Weight, and Saving Grace: A Psychological Thriller. Her newest release, Deadly When Disturbed, was released by Level Best Books in January, 2025. LBB will also publish her upcoming multi-volume series, Vacations Can Be Murder: A True Crime Lover’s Travel Guide. Dawn recently finished her second stint co-editing a Sisters in Crime NY/Tri-state anthology. New York State of Crime, published by Down & Out Books in the fall of 2024, which includes her third published short story, Orchestral Removals in the Dark.

Dawn offers developmental and copy editing through SuggestedDevelopment.com, and ghostwrites personal histories and corporate profiles through LegacyQuest.net. A member of ITW, she has served as president of Hudson Valley Scribes, vice president of Sisters in Crime-NY (still a board member), and the newsletter author/board member of the NY chapter of Mystery Writers of America. Follow her at www.dmbarr.com.

7 comments

  1. Dawn and Michael, I’ve had the same questions about swag–is it worth it? I always have bookmarks, but other than that, I’ve limited purchases to giveaways at book launch parties. Michael’s take on it, and especially his creativity, is interesting.

  2. Wow, he’s really thinking of his books and swag/merchandise as a marketing unit all together. Interesting perspective! I like it. Thank you for sharing!

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