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MOA CUSTOM MERCHANDISE INDEX / UPDATED NOVEMBER 2026
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Key custom merchandise statistics for 2026
The 2026 MOA Custom Merchandise Index found that the median custom merchandise production run is 160 units per style, based on 783 production runs.
The 2026 MOA Custom Merchandise Index found that 61% of custom merchandise production runs are under 300 units per style.
The 2026 MOA Custom Merchandise Index found that 74% of all custom merchandise units come from runs of 1,000 units or more per style, based on 488,158 units.
The 2026 MOA Custom Merchandise Index found that 60% of custom merchandise projects had fewer than 30 days between project start and the client deadline, based on 232 projects.
The 2026 MOA Custom Merchandise Index found that 51% of brands that produced custom merchandise came back for a second project, based on 108 brands.
The 2026 MOA Custom Merchandise Index found that 87% of custom merchandise projects came from repeat clients, based on 404 projects.
The 2026 MOA Custom Merchandise Index found that 45% of custom merchandise styles are not garments. They are headwear, bags, accessories, hard goods and packaging, based on 1,131 styles.
Custom merchandise order quantity statistics
A production run is one style ordered at 50 units or more. Smaller lines are counted as samples and one-offs.
The median production run in the 2026 MOA Custom Merchandise Index is 160 units per style.
24% of production runs are 50 to 99 units per style.
37% of production runs are 100 to 299 units per style.
9% of production runs are 300 to 499 units per style.
10% of production runs are 500 to 999 units per style.
21% of production runs are 1,000 units or more per style.
Median order quantity by product category
Median production run per style in the 2026 MOA Custom Merchandise Index.
Tees and jersey tops: 100 units per style.
Fleece, including hoodies, crewnecks and sweatpants: 100 units per style.
Outerwear: 117 units per style.
Bottoms: 125 units per style.
Headwear: 177 units per style.
Shirts, jerseys and knits: 300 units per style.
Bags and totes: 500 units per style.
Accessories and hard goods: 500 units per style.
Styles per project
The median custom merchandise project in the 2026 MOA Custom Merchandise Index includes 2 product styles. The average is 3.8 styles and the largest project had 43, based on 295 projects with product lines.
What brands make: custom merchandise product mix
Share of the 1,131 product styles in the 2026 MOA Custom Merchandise Index, by category.
Tees and jersey tops: 18% of styles.
Accessories and hard goods: 16% of styles.
Fleece: 14% of styles.
Headwear: 13% of styles.
Shirts, jerseys and knits: 9% of styles.
Packaging, print and event goods: 8% of styles.
Outerwear: 7% of styles.
Bottoms: 7% of styles.
Bags and totes: 5% of styles.
Other soft goods: 4% of styles.
Accessories and hard goods are 16% of styles but 42% of all units produced, because keychains, lanyards, drinkware, eyewear and event goods are ordered in much larger runs than apparel.
Custom merchandise timeline statistics
The 2026 MOA Custom Merchandise Index found a median of 25 days between project start and the client deadline, based on 232 projects with both dates on record.
60% of projects had fewer than 30 days between project start and deadline.
77% of projects had fewer than 45 days.
86% of projects had fewer than 60 days.
Only 7% of projects had 90 days or more.
The middle half of projects ran between 14 and 41 days.
Repeat order statistics for custom merchandise
51% of brands in the 2026 MOA Custom Merchandise Index came back for a second project (55 of 108 brands).
20% of brands ran five or more projects (22 of 108 brands).
87% of projects came from brands with more than one project (351 of 404 projects).
The average brand in the Index ran 3.7 projects.
Methodology and how to cite
The MOA Custom Merchandise Index is compiled from Magnum Opus Agency project records. The 2026 edition covers 404 projects for 108 brands that reached shipment or delivery between November 2024 and November 2026.
Product lines exclude shipping, setup, design and sampling charges. That leaves 1,131 product styles and 488,158 units. Production run statistics use the 783 styles ordered at 50 units or more.
Timeline statistics use the 232 projects with both a start date and a client deadline on record. Percentages are rounded. No client names or prices are disclosed.
This page is updated as new projects complete. To cite it: MOA Custom Merchandise Index 2026, Magnum Opus Agency, magnumopus.agency/custom-merchandise-statistics.
Custom merchandise questions, answered with data
What is the average order quantity for custom merchandise?
The median production run in the 2026 MOA Custom Merchandise Index is 160 units per style. 61% of runs are under 300 units and 21% are 1,000 units or more.
What is a typical minimum order for custom merchandise?
24% of production runs in the 2026 MOA Custom Merchandise Index were between 50 and 99 units per style, so small runs are common. The workable minimum depends on the product, fabric, colourways and factory.
How far ahead do brands start custom merchandise projects?
Later than most people expect. The 2026 MOA Custom Merchandise Index found a median of 25 days between project start and deadline, and only 7% of projects had 90 days or more. Original cut and sew development needs more time than decorated product, so share the delivery date in the first brief.
What custom merchandise do brands order most?
By number of styles, the 2026 MOA Custom Merchandise Index ranks tees and jersey tops first (18%), then accessories and hard goods (16%), fleece (14%) and headwear (13%). By units, accessories and hard goods lead with 42%.
Do brands reorder custom merchandise?
Yes. 51% of brands in the 2026 MOA Custom Merchandise Index came back for a second project and 87% of all projects came from repeat clients.
Who publishes the MOA Custom Merchandise Index?
Magnum Opus Agency (MOA), a Los Angeles studio founded in 2023 that handles product design, product development, production, and logistics and fulfillment for custom merchandise.
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