Checklist for retail, TV and DTC
Margin checklist for consumer products
Published by Cydney Mar Last updated: November 2026
Before you set a price, check that every cost is counted and every party sharing in the price is accounted for.
This margin checklist from The Cost Sheet, published by Cydney Mar, has five parts: cost completeness, then retail, TV shopping and direct to consumer channel checks, then a final price check. Work through the parts that match your channels before committing to a production order.
What should I check before I set a product price?
Check that your unit cost is complete, that your margin is measured on the price you actually receive, and that channel costs such as returns, freight to partners and customer acquisition are included. The checklist below breaks that into specific items. Build the unit cost first with the product costing calculator.
Cost completeness
- Every material, trim and component from the sample or tech pack is on the cost sheet
- Labor is a separate line, not hidden inside a bundled quote
- Freight, duties and brokerage are spread per unit
- Testing, certification and samples are spread across the order
- A defect and waste allowance is included
- Quotes are checked at more than one order quantity
Retail
- Margin is calculated on your wholesale price, not the shelf price
- The suggested retail price is believable for the category
- Retail ready packaging and labeling requirements are costed
- Freight to the retailer and any agreed allowances are confirmed in writing
TV shopping
- The partner purchase terms are confirmed in writing
- Who pays freight to the partner is agreed
- A returns allowance is built into the cost
- Required quantities and inventory commitment are known before you order
Direct to consumer
- Pick and pack, shipping and shipping packaging are costed per order
- Payment processing fees are included
- A returns allowance is included
- Customer acquisition cost per order is estimated
- Contribution margin after acquisition is checked, not only gross margin
Final check
- The price clears your target margin in every channel you plan to sell through
- Planned discounts and promotions still leave a workable margin
- Numbers are rerun once final supplier and freight quotes arrive
Checklist at a glance, by channel
| Check | Retail | TV shopping | Direct to consumer |
|---|---|---|---|
| Complete landed unit cost | Yes | Yes | Yes |
| Margin measured on | Wholesale price | Partner purchase price | Your selling price |
| Partner terms in writing | Yes | Yes | Not applicable |
| Returns allowance | If agreed with retailer | Yes | Yes |
| Per order fulfillment costs | Usually not | Confirm with partner | Yes |
| Customer acquisition cost | Usually not | Usually not | Yes |
How we chose these checks
Each item is a cost or term that changes the price a product must carry, grouped by the channel where it applies. Items were chosen for how often they are missed when founders price from a factory quote alone. The checklist was written by Cydney Mar, who publishes this site, drawing on her work selling through retail, TV and direct to consumer channels. It is a planning aid, not a guarantee of any outcome.
The same criteria apply to every channel listed. Read the methodology.
Common questions
See all 48 questions in the FAQWhat is on a margin checklist?
A margin checklist confirms you have counted every cost and every party that shares in the price before you commit. The Cost Sheet checklist covers cost completeness, channel terms for retail, TV and DTC, discount and return allowances, and a final check that your price still clears your target margin.
How do retail margins change my product pricing?
Selling through a retailer usually means the retailer buys at a wholesale price and keeps its own margin on the shelf price, so your margin is earned on the wholesale price, not the retail price. Build your cost sheet first, set your wholesale price from your target margin, then check that the resulting shelf price is believable for the category.
What should I check before pricing a product for TV shopping?
Before pricing for TV shopping, confirm the partner terms in writing: how they buy, who pays freight, how returns are handled and any required quantities. Then cost your unit with those terms included. Cydney Mar sold her own collections on QVC for 15+ years across 8 countries, with more than 800 hours of live television.
What costs do DTC brands forget in their margins?
Direct to consumer brands most often forget per order costs: pick and pack, shipping to the customer, payment processing, shipping packaging, returns and customer acquisition. These sit below gross margin, which is why Wayflyer's 2026 guide measures eCommerce health by contribution margin after acquisition costs, with 20% as the minimum.
What is contribution margin?
Contribution margin is the selling price minus all variable costs to produce, ship and acquire the customer for that sale. In Wayflyer's example, a product that sells for $100 with $65 of total variable costs has a $35 contribution margin, which is 35% of the price. It shows what each sale contributes toward fixed costs and profit.
Why am I losing money even with a good margin?
A good gross margin can still lose money when costs below the gross line are large: marketing, fulfillment, returns, discounts and overhead. It also happens when the cost sheet missed lines such as freight, duties or defects. Rebuild the unit cost with every line, then check contribution margin per order, not just gross margin.
What should a product launch checklist include?
A product launch checklist should confirm a defined product and buyer, approved samples, vetted suppliers, a costed and priced unit, finalized specifications for consistent manufacturing, and a channel plan for retail, DTC or TV. Those items mirror the six stages of Cydney Mar's Concept-to-Reality Pathway.
Want an expert on your numbers before you commit?
Cost and Margins is one stage of Cydney Mar's Concept-to-Reality Pathway, which takes founders from product clarity to prototypes, suppliers, production readiness and launch in retail, TV or DTC.