How to avoid the 5 common pitfalls of pricing your handmade products

Jul 19, 2016 | Handmade Business Tips

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You can watch the video, or read the post below.

Pricing is the centerpiece of your handmade business. The reason is simple: to be successful and make a living off your online shop, you need to be profitable. And to be profitable, well… You have to price for profit. Truth is, it can feel very uncomfortable, and if you’re like me and numbers aren’t your favorite thing to play with… well it just sounds like the least possible fun thing to do! The temptation is real to get it over and done with as quickly as possible, but you also risk falling into one the most common pitfalls of costing and pricing your products.

If you know deep in your heart that you haven’t spent much time on your pricing strategy, you might want to keep reading and make sure you’re not making one of these 5 costly mistakes.

Pricing Handmade Products made easy! Avoid the most common pitfalls and use this free handmade pricing calculator!

Pitfall #1 – Using a premade pricing formula

You’ve been browsing the WWW and you stumbled upon this simple formula on pinterest?



Please, don’t! I know it looks so simple and understandable, but it also is NOT an OK way to strategically price your products. Like, at all. I couldn’t recommend more strongly to avoid this formula. It doesn’t account for the cost of labor (the time you spent making your product), or for your fixed costs. Stay away!

Another formula you might find online is this one:


While accounting for labor cost, this formula still closes it’s eyes on the fixed costs associated with your product creation (known as “overheads”) such as a printing service for example (if you sell illustrations), or utilities bills, or anything that you might need to pay on an ongoing basis to create your products in the first place.

To come up with a pricing strategy that works for your business, you need to get your costing right (i.e including labor and overhead), and you need to use a profit multiplicator that reflects the value of your products (x2 your cost just won’t cut it). Unfortunately, none of these formulas allow for that.

Pitfall #2 – Not accounting for your costs properly

Ok, so if these very handy formulas turn out to not be that handy after all, then how should you come up with the price for your products? Well, the first step (that many of these formulas get wrong) is to get your costing right.

A good formula for costing your handmade products (and the one I recommend you use) is:


This formula covers the cost of your raw materials, your cost of labor, and your overhead. Now, what goes into each of these?

  • Raw materials: This is the cost of the supply you need for each item you create (eg.: beads and leather for a bracelet) + the costs of packaging it (labels, tags, boxes, sleeves, etc.).
  • Labor/Time: This is the time spent creating this product x your hourly wage. You have to pay yourself for your work! This also guarantees that you can scale your business and hire someone to help you with the product creation when you are ready as that salary will be accounted for in your prices.
  • Overhead: Your overhead is made of the expenses that you have to pay each month to be able to create those products: studio rent, insurance, design software, utilities, etc. Even if they’re not direct costs, they are costs related to your product creation and need to be accounted for.

Pitfall #3 – Getting your “overhead” all mixed up

Some people will tell you to add to your overhead your website costs, your marketing and advertising costs, etc.

This is not the right way to look at it. When calculating your overhead, account only for the expenses related to the product creation. Marketing, sales and advertising expenses have nothing to do with it, and you shouldn’t charge your customers for your marketing! That’s a separate thing altogether. You will cover your marketing expenses by reinvesting a portion of your sales revenue to it, not by adding it to your overhead. If you’re just starting and haven’t made any sales yet, these expenses will need to be covered by a initial investment.

Handmade pricing calculator | Pricing Handmade Products

Pitfall #4 – Not knowing exactly how long it takes to create a product

Another thing that’s quite common is “guessing” or “estimating” the time it can take to create a product.

Figuring out how long it takes to create a product is very hard, but also very important as your labor costs has quite a strong impact on your end-price (see it for yourself with the handmade pricing calculator).

I recommend that you run a little test to come up with an accurate estimate: create around 5 products and time yourself for each, then make an average of the time it took you. Careful though, if you’re in this as a business and not as a hobby, you are not crafting while talking to your kids, or while watching TV. Make sure you time yourself while working in a productive and efficient environment.


Pitfall #5 – You’re not using “value-based” pricing

Remember the formula I first talked about? One of them was:
Wholesale price = cost of creation x2

Ever wondered what was that “x2” exactly? Look no further:
“X2” in this formula is your profit multiplicator. It’s role is to add a layer of profit to the cost of your handmade product, so that each sale actually generates revenue. If you don’t have this multiplicator, you’re really just covering your costs.

The problem here is that this number should be different for each business, and sometimes even for each product. Applying this formula and “x2”  your cost is dangerous because in most cases it won’t be enough of a profit layer and leave you working hard for not much return.

To define YOUR profit multiplicator, you need to use “value-based” pricing. Value-based pricing is “a pricing strategy which sets prices primarily, but not exclusively, in the value, perceived or estimated, to the customer”.
This means that you need to understand the value that your product provides to your customers, and reflect it in your price. The best way to become fluent in understanding your customers deeply (and the things they value) is to take some time crafting an ideal customer profile. Once you understand what they want, feel, and need, you can craft a product and a shopping experience that adds value to your product, and ultimately charge more.

A few things that affect the perceived value of your products:

Handcrafted Honey bee Branding by Aeolidia

Source: Handcrafted Honeybee Branding by
A professional branding strategy is a great way to add value to your products and delight your customers.

  • Is your product solving a problem or a desire?
  • Are your materials of low or high quality?
  • How much attention is given to details?
  • Do you have outstanding product photography?
  • Do you share your brand story through a professional branding strategy?
  • How much attention is given to your packaging?
  • How is your customer service?
  • How do you want to position yourself in your market: basic? premium? luxury?
  • Have you ever been mentioned in the press or do you have a good following on social media?

Your profit multiplicator will depend on all these things: the value your customers gets from your product, your positioning, and the quality of your work. Most common multiplicators are in the 2.2 to 2.5 range, although for high-quality/high-value products some brands go up to 3 or 3.5 and for lower quality, high volume products, some would go lower than 2.

Costing and pricing your products probably isn’t the part of your business that you are going to enjoy the most, but it is the foundation of it all and deserves a bit of attention from the get-go. Doing so will put you in a good position to start and grow a successful business.

To help you figuring it out, I have created a handmade pricing calculator. Put your numbers in and it will calculate your prices for you!

You can access it for free here.

Pricing handmade products made easy with this Handmade pricing calculator

If you want to take your pricing strategy one step further or want to read other resources about it, I highly recommend you head over to the Lucky Break Consulting website. Lela is a pro when it comes to pricing handmade goods strategically and I can’t recommend her strongly enough.

If you have any questions about pricing your handmade products or using the handmade pricing calculator, ask away in the comments and I’ll reply as quickly as humanly possible 😉

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  1. Melody

    WOW!!! I have been thinking about opening a craft / hand made shop and selling on line and I must say after reading all that Deb has said in her blog I am impressed and I thank you very much for the enlightenment and educational reading! GREAT JOB and GREAT READING material. It has given me the confidence that (YES!!!) I can do this!

  2. Amy

    Great article! Very thorough.

  3. Joan

    This is by far the most well written explanation of pricing strategy that I have read in all my searches for information on the process. Thank you very much for a real service to new business owners/creators.

    • Deborah Engelmajer

      Thank you for the kind words Joan and I am so glad you found this article useful! Pricing is the foundation of everything 🙂

  4. KATHY


  5. Stephanie

    I can’t seem to download the calculator. When it takes me to the other page, the only link for me to click says “No thanks. Take me back to the Homepage” Wondering if I missed something.

    • Deborah Engelmajer

      Hi Stephanie, they should be a field for you to enter your email address in so the calculator will be sent directly to you.

  6. Hubert

    Thank you for the sensible critique. Me & my neighbor were just preparing to do some research about this. We got a grab a book from our local library but I think I learned more from this post. I’m very glad to see such great info being shared freely out there.

  7. Marva

    This design is incredible! You certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Fantastic job. I really loved what you had to say, and more than that, how you presented it. Too cool!

  8. Margareta

    It’s hard to find knowledgeable people today on this subject, but you sound like you understand what you’re talking about! Thanks

  9. Php Recipes Scripts

    I absolutely love your blog and find most of your post’s to be exactly I’m looking for. can you offer guest writers to write content for you personally? I wouldn’t mind composing a post or elaborating on many of the subjects you write about here. Again, awesome weblog!

  10. Mick M

    I was taught to use a 3x formula
    1x cost of item. Material, labor
    1x taxes, rent and all those other expenses
    1x for me…Profit
    Fee for custom work that will take time from your production line can be added
    I worked in the jewelry business for many years and found this to work for me

    • Deborah Engelmajer

      Hi Mick! Glad this is working for you. This is tricky if your taxes, rent, or expenses aren’t exactly covered by the x1, but if it works for you – that’s all that matters.

  11. Emily Susie

    Wow, this post was so so helpful. I could have used this like, 3 years ago when I started my Etsy. I love that you included the bit about “value-based pricing.” At the back of my mind, I’ve been thinking all along about that concept, I just wasn’t able to put words to it! Your explanations of every part are so thorough that I actually feel much more confident I can start pricing my products and stand by that pricing.

    Thanks so much!

    • Deborah Engelmajer

      I can’t even explain how happy I am to read your comment! I am so glad you feel more confident, your work is worth it!

  12. Sally

    How would u price out stain glass suncatchers

  13. Lindsay

    Hello I downloaded the calculator. I did all my pricing and I’m getting a very high retail price. I don’t think I want to sell a 5×7 painted piece for $112. I even adjusted my pay, my rent and utilities. What could I be doing wrong?
    Thanks so much! 🙂

    • Deborah Engelmajer

      Hi Lindsay! Thanks for reading and commenting.
      The pricing formula I use in the free calculator is the most conservative one you could use. It is the one that will always give you the most generous amount of profit.
      I used (cost of creation) x markup with cost of creation being your cost of labor + material + overhead
      so (time + supplies + overhead) x markup

      In reality, there is no “one-size-fits-all” formula and if you were to take the top 10 Etsy sellers for example, I can guarantee they would all have come up with their prices differently.

      The 2 golden rules you need to keep in mind when setting your prices are:
      – Are you covering your costs + adding in enough profit to pay yourself, save for taxes, re-invest in your business?
      – Are you using value-based pricing to price not only to cover your costs, but with a deep understanding of what your ideal customers are ready to pay for and the value they see in your products? This is where “perceived value” comes into play.

      A test I like to run also is: will this pricing allow you to reach your revenue goal? When you price lower, you need more sales to reach that goal, which means more time spent on product creation (sometimes to a degree where there’s quite literally not enough hours in a week to do it).

      Bottom line is, you can absolutely experiment with a different profit markup, or you can adjust the formula to work for your specific business (as long as you respect the 2 golden rules):
      For example:
      ( material x markup) + time + overhead
      ( material + time ) x markup + overhead

  14. Trevor

    Thank You very much for sharing this, you really know your stuff hands down, we need more people like yourself to build other people up to their highest potential, I love to see this in the world and it is very inspiring, I learned, and you taught, You are a great example of how we should all strive to be like!



  1. Handmade – Don’t fall into the low price trap – bella leite emporium - […] –> How to avoid the 5 common pitfalls of pricing your handmade products <– […]

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