For years, much of the branded merchandise industry was built around forecasting, inventory risk, minimum orders and decorated stock purchased in batches. That model still has value, but it’s no longer the only path to growth.

A more powerful model is emerging: print on demand.

POD may be one of the largest untapped growth opportunities in the branded merch industry because it aligns perfectly with modern buyer expectations – speed, personalization, low risk and flexibility. Let’s dive in further:

1. Buyers increasingly want lower commitment.

Many clients don’t know exact quantities months in advance. They want to order what they need, when they need it. POD reduces excess inventory, storage costs and obsolete merchandise.

2. Personalization is becoming mainstream.

Teams want individualized names, departments want custom versions, events want segmented messaging and companies want targeted campaigns. POD enables mass customization without operational chaos.

The industry has spent years mastering products. The next opportunity may be mastering flexibility.”

Kevin Walsh

President, Showdown Displays

3. Company stores become dramatically stronger with on-demand fulfillment.

Instead of carrying dozens of SKUs in multiple sizes and colors, organizations can offer curated online stores fulfilled as orders arrive. That reduces inventory exposure while expanding assortment.

4. Speed can improve materially when workflows are optimized.

With digital print technologies, DTF, DTG, UV print, dye sublimation and automated routing systems, short-run customized production can move faster than many traditional batch processes.

5. Margins can improve when value is positioned correctly.

Clients often pay more for flexibility, lower risk and personalization. Selling print on demand as a premium convenience model – not merely a production method – is key.

Expanding The Category

POD only scales when the experience is as seamless as the promise. That means building a digital front end where buyers can browse, personalize and reorder in minutes, while the back end quietly standardizes blanks, decoration methods and shipping rules.

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Smart providers also use POD to test demand before committing to bulk: launch a design, watch what sells, then graduate winners into higher-volume runs. Done right, POD turns merch from a periodic project into an always-on channel that stays current, measurable and responsive to culture and timing.

The strongest use cases for POD include:

  • Employee stores
  • New hire kits
  • Seasonal campaigns
  • Team apparel
  • Franchise/dealer networks
  • Event microsites
  • Recognition programs
  • Regional personalization


For suppliers, this requires investment in workflow automation, e-commerce integration, art readiness, production efficiency and consistent quality control.

For distributors, it requires a mindset shift. Instead of selling products once, sell platforms that clients reorder from continuously.

Leaders should consider:

  • Which accounts need variable quantities?
  • Which clients overbuy and waste inventory today?
  • Where would personalization increase engagement?
  • Which programs could become recurring online stores?


POD doesn’t replace traditional merch – it expands the category. The industry has spent years mastering products. The next opportunity may be mastering flexibility.

Those who build scalable print-on-demand capabilities now may discover they aren’t just fulfilling orders – they’re capturing the future.

Walsh is president of Showdown Displays, PPAI 100’s No. 8 supplier, and former chair of the PPAI Board of Directors.