Coffee Shop Merch: Tees, Totes and Hoodies Regulars Buy
By The Velocity Wear Team
Independent coffee shops have something chains can't buy: genuine loyalty. Regulars feel part of the place. Merch turns that feeling into something they can wear or carry, and every tote on the high street is a small advert for your flat white.
What sells for cafés
- Tote bags: the bestseller. Useful, affordable, carried daily.
- Soft tees with an illustration or witty coffee line.
- Crewnecks and hoodies for autumn and winter.
- Caps for roasteries with an outdoorsy brand.
Design ideas
- An illustration of your shopfront or street.
- Your coffee origin or roast names in a clean typographic layout.
- A small logo on the chest with a coffee-related line on the back.
- Your town or postcode, which locals love.
- Seasonal designs for a limited winter drop.
The best café merch barely shows the logo. People buy it because it's nice, and because it signals they're a regular.
Staff uniforms
Baristas need comfortable, dark tees or aprons that hide coffee splashes. Use the same brand colours as your merch so staff look coordinated with what's on the shelf. See hospitality staff uniforms.
Pricing and display
Totes start from $9 and tees from $13 each at 20 pieces; the calculator shows pounds. Display merch by the till where people wait. A tote hanging on a hook next to the menu board sells more than one in a drawer.
Loyalty and bundles
Reward a filled loyalty card with a tote. Bundle a bag of beans with a tote as a gift at Christmas. Offer a discount on refills for customers who bring your branded cup or bag.
Roasteries selling online
Roasters shipping beans can add merch to online orders. Tees and totes ship easily and add to basket value. Photograph them with your coffee for a consistent look.
How much to order
Start with one tote and one tee design at the 20-piece minimum. See what sells, then add a hoodie for winter.
Mistakes to avoid
- 1Giant logos that look like a uniform.
- 2Hiding merch behind the counter.
- 3Too many designs at once.
- 4White staff tees near espresso machines.
Quick checklist
- Tote plus one tee to start?
- Design that works without the logo?
- Display by the till?
- Loyalty or bundle idea?
- Staff uniform colours coordinated?
Designs by café personality
A specialty roaster with a minimalist interior suits clean typography and a subtle wordmark on cream or stone fabric. A cosy neighbourhood café suits a hand-drawn illustration of the shopfront. A playful brunch spot can get away with a pun about oat milk or a cartoon croissant. Let the merch feel like walking into your café. If customers already photograph your cups or latte art, borrow that visual language.
Seasonal drops that bring people back
Coffee has seasons: the first autumn spiced drink, Christmas blends, summer iced menus. A limited tote or tee for each season gives regulars a reason to buy again. Announce it on Instagram and on a chalkboard by the till. Keep quantities modest so they genuinely sell out rather than lingering.
Wholesale roasters supplying other cafés
If you roast for other cafés, branded tees or totes can be part of your wholesale package. Cafés serving your beans can display or sell your merch, which strengthens your brand with their customers too. Agree how merch is priced and whether it's supplied at cost or for resale.
Photographing merch in the shop
The best merch photos happen in the café itself: a tote on the counter next to a bag of beans, a barista in the tee pouring latte art, a regular carrying the tote out of the door. Natural light from the front window is perfect. These photos sell merch online and make the café look like a place people want to belong to.
What it costs to start
A first order of 20 totes and 20 tees in one design each is a modest outlay. Totes start from $9 and tees from $13 each at 20 pieces; the calculator converts to pounds. If both sell through in a couple of months, reorder the winner and add a hoodie for winter.
Get started
See our custom tote bags guide, custom t-shirts and custom hoodies. Production takes 10 to 15 working days from artwork approval.
