I think you're correct. The viral or hit shirts that do 500-1k plus are rare, and of course people are shooting for them. But I think the guys who make money doing this are often hitting nice numbers with a shirt that does a couple hundred. And then perhaps they modify for a slightly different sector within the niche or even a new niche and do another couple hundred. For example lets say you find out that 45-55 year old cat owning women market hasn't been saturated yet: if you could sell 200 shirts that say "I'd rather be petting my hairless cat", and then relaunch the same design with "I'd rather be petting my siamese cat" etc. you could do pretty well selling a hundred of each design and not need to spend as much time on design and testing that market. And some guys are just coming up with a good design and continually re-launching for months until they totally saturate the market with their own shirt. There's a design right now that says "I make wood into stuff, what's your superpower?" That one has sold through in multiple campains, in different colors, etc over the past months. Each campaign might sell 50-100 but the guy has done a bunch. He found a good marketing strategy and he's just going to keep milking it until it doesn't make any money. All of this is easier said than done though.
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