Grads Are Getting Gouged: Time to Cap the Costs

For over a century, a handful of companies have controlled the cap and gown industry, locking schools and students into overpriced, outdated purchasing processes with little room for transparency or competition. But the rising cost of graduation regalia isn’t just about tradition - it’s often driven by the financial structure of the companies that dominate the industry.

One of the biggest drivers of inflated pricing is the multi-layered supply chain that graduation vendors rely on. These companies work through distributors, bookstores, and exclusive contracts, each adding their own markup - meaning students pay far more than necessary.

Broward County is one recent example of how students and parents were charged 140% more than their district’s contracted price, exposing how vendors, service providers and distributors mark things up to maximize revenue. 

Industries like textbooks, travel, and apparel have already moved toward direct-to-consumer models that are more student friendly and graduation regalia should be no different.

Students aren’t just paying for a cap and gown—they’re paying to participate in something they’ve already earned. After years of hard work and tuition payments, the last hurdle is another inflated bill just to walk across the stage.

Students Are Noticing - And Pushing Back

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Each spring, thousands of students take to online forums to call out the high costs and lack of transparency around graduation regalia pricing. One student at Oregon State University pointed out that their school’s gown costs $180, while a nearly identical version is available on Amazon for $25 - and that's only for a basic undergraduate gown, custom-made regalia for masters or doctoral candidates can easily exceed $1,000. Meanwhile, a Purdue student meticulously compared cap and gown prices nationwide, revealing that Purdue students were paying $30 more than the national average.

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Students at Howard University took it a step further and recently protested their cost of $125 for a cap and gown, despite contract data showing average manufacturing costs are generally closer to $30 per set.

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Their frustration is justified - graduation should be a reward, not another financial burden for students who’ve already done the work.

How Graduation Access Impacts Schools

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Every institution should prioritize getting students across the stage, yet high costs and friction in current cap and gown models create barriers for the most vulnerable. The reality is that many students graduate with significant debt, and unexpected costs can make the difference between celebrating their achievement and missing out on a once-in-a-lifetime moment. 

Making graduation more accessible isn't just about logistics; it's about fostering a sense of belonging, equity, and lifelong connection. Even one more graduate walking across the stage strengthens alumni ties, boosts school pride, and ensures that every student—regardless of their financial situation—gets the recognition they've worked so hard to earn. Our findings show that students who attend their commencement are:

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• 3.8x more likely to feel “strongly” connected to the school
• 2.6x more likely to join the alumni association
• 2.2x more likely to attend events on campus after graduation
• 2.8x more likely to have already made a donation to the school
• 3.3x more likely to make a donation in the next 10 years

A Better Way: Integrated, Data-Driven, and Student-Centric

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Tassel is revolutionizing graduation purchasing by eliminating unnecessary costs, sourcing directly from suppliers, and integrating regalia orders into the graduation registration platform. This means:

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Lower prices - By removing middlemen, we streamline logistics and cut unnecessary costs passed onto students.

Seamless experience - Students purchase during registration, can ship to home, and don’t have to stand in lines.

Real-time segmented data and insights - See exactly who has registered for graduation but hasn’t yet ordered their cap and gown.

Targeted engagement tools - Nudge students who haven’t ordered, offer discounts to those who haven’t, and track participation trends effortlessly.

We’re Rolling Out This Spring - Be Part of the Future

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We’re launching our integrated regalia marketplace with a few select schools this spring. We know that many schools are locked into long-term contracts, but if you’re an administrator looking to improve the student experience, reduce costs, and modernize your commencement process, now is the time to start the conversation. 

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Get in touch with us here to learn how Tassel can cut your cap & gown costs and get more of your students across the stage.