Prices
Two print jobs can have the same production cost but leave you with very different returns. One might need little more than placing an order, while another involves artwork changes, several rounds of client feedback and a tight deadline. Apply the same markup to both and the numbers might look similar, but the time and work behind them won't.
That's why pricing print for resale is about more than adding a percentage to your costs. It's about understanding what goes into each job, recognising where there's room to adjust and making sure the work remains worthwhile. Whether you're quoting for a straightforward reprint or managing a more involved project, a few practical checks can make a difference.
Your trade print price is the starting point for any quote, but it isn't always the full cost of delivering the job. Artwork preparation, client communication, proofing, additional delivery requirements and time spent managing revisions can all affect what you ultimately earn.
Some jobs need very little intervention, while others involve considerably more work before they're ready to print. You don't necessarily need to itemise every part of that service for your customer, but your pricing should account for it. This is particularly important with smaller orders, where even a modest amount of additional work can take a sizeable chunk out of the profit.
Imagine a customer orders 500 business cards with a trade print cost of £20. You apply a 50% markup and quote £30, leaving £10 gross profit when calculated against the print cost alone.
If the customer supplies print ready artwork and the job takes just a few minutes to manage, that might be a worthwhile return.
But what if they need their logo repositioned, two rounds of text amendments and a replacement artwork file? If those tasks cost your business £15 in time, the job has effectively made a £5 loss before general overheads.
The print price hasn't changed, but the work involved has.
One way to avoid this is to set a minimum charge for artwork amendments or agree how many revisions are included in your quote. Even a straightforward business card order can involve work beyond printing, so establishing those boundaries early helps protect your return.
It's also worth separating direct job costs from general business overheads. Your markup needs to leave enough room for both, whether that's the time spent managing the order or the ongoing cost of running your business.
Markup and margin are closely related, but they measure different things. Markup is calculated against your cost, while gross margin measures the difference between selling price and cost as a percentage of the selling price.
For example, imagine you're quoting for a print job costing £50. Applying a 20% markup gives you a selling price of £60, with £10 gross profit and a gross margin of 16.67%, when calculated against the print cost alone.
That £10 isn't necessarily what you'll take home. If the job also requires £6 of additional work or other direct costs, just £4 remains before accounting for general business overheads.
The distinction matters because a healthy looking markup doesn't automatically mean a job is delivering the return you need. Reviewing both figures helps you understand the value of the work you're taking on, particularly when customers request changes or negotiate on price.
There's no universal markup that works for every reseller, product or customer. A standard percentage can provide a useful starting point, especially for repeat orders with predictable requirements, but it doesn't need to dictate every quote.
Higher volume orders might allow for a smaller percentage while still delivering a worthwhile return. More involved projects, such as those requiring additional artwork support, unusual specifications or significant coordination, may justify a different approach.
The important thing is understanding why you're charging what you charge. A customer ordering straightforward business cards isn't necessarily buying the same level of service as one commissioning a complete exhibition package. Your expertise, recommendations and project management all have value beyond the physical print.
Rather than relying on a fixed industry benchmark, consider the return you need from each type of job and the value of the service you're providing.
One advantage of working with a trade printer is being able to compare different quantities, materials and finishes before committing to a quote. These decisions can create opportunities to improve value for your customer without automatically reducing your own margin.
Suppose a customer needs flyers for an upcoming promotion. You're comparing two quantities using these illustrative figures:
500 flyers | 1,000 flyers | |
|---|---|---|
Trade print cost | £35 | £50 |
Your selling price | £52.50 | £75 |
Gross profit | £17.50 | £25 |
Cost per flyer to customer | 10.5p | 7.5p |
Both options use a 50% markup, but the larger order gives you £7.50 more gross profit before other costs, while reducing the customer's price per flyer.
If the customer has a genuine use for the additional copies, such as covering a second event or distributing flyers across multiple locations, it could make sense to offer both quantities.
The important thing is to explain the additional value rather than encouraging customers to order more print simply for the sake of it.
Now imagine you're quoting for 100 perfect bound books for a customer preparing a premium company portfolio.
They initially ask for a straightforward specification, but after discussing how the books will be presented, you suggest exploring a laminated cover or a specialist finish to highlight their logo.
Here's how two illustrative quotes might compare:
Standard book | Upgraded book | |
|---|---|---|
Trade print cost | £300 | £360 |
Your selling price | £390 | £468 |
Gross profit | £90 | £108 |
In this example, both quotes use a 30% markup. The upgraded specification increases your gross profit by £18 before other costs, while giving the customer a finish that may better suit the intended presentation.
Rather than simply presenting a more expensive option, explain why it's worth considering. If the books are being handed to important clients, a laminated cover could give them a more substantial feel while helping protect the printed surface. A specialist finish could also help draw attention to the company branding.
However, a higher specification won't always be the right recommendation. A customer producing internal training manuals might gain little from premium cover finishes, whereas an important client presentation could benefit from them.
The opportunity comes from understanding what the customer wants to achieve and suggesting specifications that genuinely improve the finished product.
These examples show why it's worth checking both the total cost and the potential return whenever a quantity or specification changes.
All example prices are illustrative, exclude VAT and aren't live quotations. Gross profit figures are calculated against the trade print price before additional job costs and overheads.
VAT is another detail worth checking, particularly when reselling different categories of printed products.
Some printed materials, including qualifying books, brochures and leaflets, can be zero rated, while products such as posters and stationery are generally subject to standard rate VAT. The treatment depends on the product's characteristics and intended use, so it's important not to assume that all print is treated the same way.
For a closer look at which products qualify and why, take a look at our guide to VAT free printing. You can also find the official rules in HMRC's guidance on VAT for books and printed matter.
Make sure your figures account for the correct VAT treatment, and be clear about whether a quote includes VAT. When advertising prices to consumers, applicable VAT and other unavoidable charges must be included in the total price, as explained in the Competition and Markets Authority's pricing guidance.
Even when you've got your pricing approach sorted, checking the figures every time you configure a product can add unnecessary work.
That's where our Markup Calculator comes in. It's a handy tool built directly into WTTB's product configuration pages, allowing you to review your selling prices while putting together an order.
Enter your preferred markup percentage and the calculator instantly shows your suggested selling price, gross profit and gross margin based on the configured product price. You can also adjust the VAT percentage used for the selling price, making it easier to see the numbers as you're working through different options.
There's no need to switch between product pages and a separate spreadsheet. You can review the figures while configuring the print, adjust your markup and compare the results before preparing your customer quote.
How to activate the Markup Calculator
The tool is available within your WTTB account but needs to be switched on before you can use it. Simply sign in, head to My Account, open Print Tools and activate the Markup Calculator.
Once activated, the panel appears beneath the product configuration options, ready to use as you browse and quote.
Remember, the calculator shows gross profit and margin against the product price. You'll still need to account for any additional services or business costs when deciding what to charge your customer.
Pricing doesn't have to be complicated, but it shouldn't be something you set once and never revisit. Changes in supplier costs, customer requirements and the types of projects you take on can all influence which jobs deliver the strongest returns.
It's worth keeping an eye on the trade prices available through your account, including any savings you're receiving through our Rewards scheme. Quantity options, confirmed discounts and other account benefits can all influence your costs, although it's sensible to distinguish guaranteed savings from rewards you may earn later.
Ultimately, profitable print reselling isn't simply about applying a percentage and hoping the numbers add up. It's about charging appropriately for the print, recognising the value of your time and finding opportunities to give customers more for their money. And with tools such as the Markup Calculator, keeping those figures in check becomes that little bit easier.
Posted on July 15, 2025 by Ben Riches
Last updated on October 8, 2026
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