The main bit of advice I give to people in my industry who are struggling with under-charging (or charging at all) is: Think Top Down. You have to think about the price you charge to the customer, and whether that represents good value to them. And that's ALL that matters. So many small business and creators are unsure how to think about pricing, so they read these ghastly articles which tell you to calculate 'your cost of business' or whatever, and then put a flimsy margin on top of that. Repeat after me: "this type of cost+ thinking is disastrous". Think customer value, not retailer costs. (Of course you should do a sense check that you're not going to go broke with your business model, of course you should. But that's not how price points should be set.) Do your research. If a tenner feels like the right price for some merch, and your soundings of potential customers confirm that, then it doesn't matter a HOOT if you bought it for £2. Well done you. You'll even find some settings where the price/demand curve inverts and people are actually happier the more they pay. Well done, you became a luxury/Veblen vendor. Harsh capitalism at work, maybe, but 15 years as a creator has taught me some things.