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# Music Merch study shows what’s selling and other 2023 trends in merch
- URL: https://www.hypebot.com/music-merch-study-shows-whats-selling-and-other-2023-trends-in-merch/
- Published: 2023-08-02T14:52:03.000Z
- Updated: 2023-08-02T14:52:08.000Z
- Description: A new study by atVenue offers an in-depth look at trends in music merch sales, including what’s selling and what’s not. The data was derived from the company’s point-of-sale technology,. Continue reading [https://www.hypebot.com/hypebot/2023/08/music-merch-study-shows-whats-selling-and-other-2023-tr
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Live & Ticketing, Music Marketing, DIY musicians, Merch, Music Business, music industry, music merch, music merch tips, musician, musicians, #wp, #wp-post, #Import 2026-01-21 09:44

A new study by atVenue offers an in-depth look at trends in music merch sales, including what’s selling and what’s not. The data was derived from the company’s point-of-sale technology, widely used in the live event industry.

Overall per-fan spending on merch at live shows actually fell from $8.49 in 2023 to $8.16 this year, but higher ticket prices do not appear to be the culprit Post-pandemic pent-up fan demand was off the charts in 2022, and 2023 sales look impressive when compared to average 2019 sales of $5.54 per head.

At festivals, merch spending jumps to $66 per head in 2023, up from $58 in 2022.

But these averages also vary wildly by genre, with K-Pop, the clear winner.

### Top 5 genres

- K-Pop: $27.25(avg. $/Head)
- Hip Hop/Rap:$11.34(avg. $/Head)
- Hard Rock: $10.73(avg. $/Head)
- Metal: $9.76(avg. $/Head)
- Alternative: $9.74(avg. $/Head)

### What’s selling?

Black T-shirts are still the biggest sellers at 2X more than any other merch item. The most common sizes are tied at Medium and Large. Hoodies have become a top 3 item in most genres.

Look at the differences in what’s selling by genre.

![Hip hop rap artist wearing a t-shirt, hoodie, and long sleeve, performing on stage for a live audience.](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/www-hypebot-com/wp-content/uploads/2023/07/an-updated-look-at-artist-merch-trends-in-2023.png)

**Read the full report atVenue [here.](https://www.atvenu.com/post/an-updated-look-at-artist-merch-trends-in-2023?ref=hypebot.com)**

**Bruce Houghton* is the Founder and Editor of [Hypebot](https://www.hypebot.com/), a Senior Advisor at [Bandsintown](https://www.bandsintown.com/?ref=hypebot.com), President of the[ Skyline Artists Agency](https://skylineonline.com/?ref=hypebot.com), and a [Berklee College Of Music](https://online.berklee.edu/courses/touring-101?ref=hypebot.com) professor.*