General Merchandise Margin Calculator
Know your landed cost before you price a single unit.
For store owners and makers who source domestically — trade shows, wholesale vendors, rep groups. Enter your product cost, customization, packaging, and overhead to find your true unit cost and set retail and wholesale prices with confidence.
Sourced Goods
Customization
Landed Cost
Private Label
PDF Export
Product
Name your product and enter your vendor’s unit cost. This is your starting point — everything else builds on it.
What you pay the vendor per unit
Vendor’s minimum — for reference only
Total freight cost ÷ units ordered
Customization
Logo application, custom engraving, embroidery, printing, hangtag, recipe card, any modification to the base product. Cost per unit.
Customization
Cost / unit ($)
Packaging
Primary packaging (label, hang tag, poly bag), secondary packaging (shipper box, sleeve, insert). Cost per finished unit.
Packaging item
Cost / unit ($)
Overhead
Trade show costs, sales rep commission, storage, buying trip expenses — amortized per unit.
Overhead item
Cost / unit ($)
Target Margin
Set your target gross margin for retail. General merchandise typically runs 50–60%. Gift and specialty retail often targets 55–65%.
Retail gross margin: 55%
Your Product
Total Cost / Unit
$0.00
All-in landed cost
Suggested Retail
$0.00
Wholesale Price
$0.00
50% keystone
Profit / Unit
$0.00
At retail price
Cost Breakdown
Channel Pricing
Your Store ⁄ DTC
$0.00
Wholesale (Keystone)
$0.00
Markup on Cost
0x
Retail price ÷ total unit cost
Vendor costs, freight rates, and customization minimums change frequently. Always confirm pricing directly with your vendor before finalizing your cost structure. This calculator is a planning tool — validate against your actual purchase orders.