More and more libraries across the U.S. are selling branded merchandise through online stores—offering everything from literary tote bags to mugs to T-shirts. But what does it actually take to launch a successful swag shop? And is it worth it?
We reviewed more than a dozen examples of library-run stores, conducted a national scan of platforms, and collected survey feedback from eight libraries with firsthand experience. Here’s what we learned.
Who’s Selling Swag?
Public libraries from New York to California are already in the game. The New York Public Library, Los Angeles Public Library, and Seattle Public Library Foundation all operate online shops—most using Shopify as their e-commerce platform. Others use WooCommerce (a WordPress plugin), while smaller or budget-conscious libraries use platforms like Bonfire, Threadless, or Slapatron, which offer print-on-demand services with minimal setup.
Platform Matters
There are two halves to the merchandise equation: e-commerce and fulfillment.
E-commerce is the method you use to collect payment; fulfillment is the method you use to create and deliver the merchandise.
First up: E-commerce platforms. Here’s how the top contenders stack up.
| Platform | Best For |
|---|---|
| Shopify | A professional, branded, year-round store with high revenue control |
| WooCommerce | Tech-savvy teams with an existing WordPress setup |
| Bonfire | Short-term, no-maintenance fundraising campaigns |
| Threadless | Low-maintenance, perpetual stores with simple setup |
If you want full control over profit margins, product mix, and branding, Shopify (especially with Printful) offers the most flexibility. But if you’re looking for a quick and easy way to launch with minimal staff time, platforms like Bonfire or Threadless are solid options.
This gets us to the fulfillment part of the equation.
While some e-commerce platforms (like Bonfire and Threadless) include built-in fulfillment, others (like Shopify and WooCommerce) require a separate print-on-demand partner. Here’s how the most common ones compare:
| Platform | Branding Options | Shipping Costs | Production Locations | Product Range | Fulfillment Speed |
|---|---|---|---|---|---|
| Printful | Custom labels, pack-ins, branding on slips | Standard; easy to pass on to customer | Global network, owned facilities = consistent quality | Curated, high-quality popular items | Reliable turnaround with tracking |
| Printify | Basic branding (more options with Premium) | Varies by supplier | Marketplace of global suppliers; quality varies | Huge catalog, includes niche items | Varies by supplier |
| Gooten | Basic logo branding, no pack-ins | Less predictable, varies widely | Global suppliers, locations auto-assigned | Wide range (150+ SKUs), less curated | Mixed speed; tracking not always consistent |
Pro Tip: If you’re using Shopify or WooCommerce, Printful offers the best balance of customization, quality, and ease—plus the ability to include donation cards or other pack-ins.
Real Talk: What Library Staff Had to Say
We surveyed eight libraries managing their own shops. Here’s what they shared:
Success Measures
- Brand Visibility: “New brand getting out into the community.”
- Donor Engagement: “Growing donor base in a population that may never donate through traditional means.”
- Reach: “Shipping our library items across the country.”
Time Investment
- Most respondents reported minimal ongoing time—often just 30 minutes to an hour per week.
- Several noted that once set up, no day-to-day staff time is required.
- Time goes into initial setup, product design, and occasional promotion.
Favorite Aspects
- “Seeing people in the community wearing library merchandise!”
- “Creating designs for the store.”
- “Flexibility with ease of use.”
- “Zero staff time once set up.”
Challenges
- Marketing: “It’s taking a while to catch on.”
- Limited product control: “We depend on vendors for available options.”
- Low sales: “Not getting a lot of purchases.”
- Learning curve: “Tried several platforms before finding the right fit.”
What They Wish They’d Known
- “How little we actually make from each purchase.”
- “How easy it is—we would have implemented it sooner.”
- “Some products didn’t print well, and it’s hard to get samples.”
Merch Ideas That Work
Popular products include:
- T-shirts tied to events (like Summer Reading)
- Tote bags and mugs
- Embroidered merchandise (a Printful favorite)
- Throwback/vintage branding
- Polo shirts (especially in staff reward programs)
Some libraries are also using their stores for staff incentives (e.g., years of service gifts) and reader rewards (e.g., discount codes for Summer Reading completion).
Final Thoughts
An online merch store won’t fund your next capital campaign, but it can:
- Raise your visibility
- Build goodwill
- Create fun engagement opportunities for patrons
- Provide low-effort donor touchpoints
Libraries cautioned against expecting major revenue. Instead, they see online stores as a community engagement tool—a break-even bonus that also spreads library love.
As one respondent put it:
“It takes a while to get it up and going, but once it’s done, it’s a relatively hands-off way to raise money and spread awareness.”
Thinking About Starting a Shop?
If you’re considering an online store for your library or Friends group:
- Explore Printful’s step-by-step setup guide
- Browse their custom product options
And if you already have a store—we’d love to hear how it’s going!
Take our quick Library Merch Store Survey and share your experience.
Cordelia Anderson Consulting 