Honestly it's hard to say without seeing the merch, especially with the clothing options.
I generally buy high quality cotton fandom stuff from my local gaming store and while it's all the same price and quality, there's things that are an instant โnoโ, others I wouldn't buy unless on special, and ones I'd pay extra for. For example- I grabbed some Witcher shirts only on special bc they're printed on a white shirt- meaning it'll last maybe a few months, if that, before something ends up staining it. I wouldn't pay full price for something that won't last a year. The type of print matters too, the hard non-stretchy prints last maybe a few wears before the print starts to crack and it looks awful, I steer clear of them at all costs now, whereas my oldest fandom shirt is a Dr strange one with a soft print on dark material, and while the print itself is faded it still looks good after 4 years due to the way it was made. I would happily pay full price again or even double if it's gonna last me that long, I wish I'd grabbed more at the time.
I'd also pay more for a shirt or hoodie with a small logo design rather than a large print. HoFa isn't exactly well known so I'd prefer not to have to constantly answer strangers about where I got the shirt/hoodie etc. A small picture or logo means I'd have to already be close to someone for them to read it- so someone I'm already engaging with. I had this issue when I designed a few of my own prints once- I got so many questions in public about what they were from (it was just a generic mouse with โWireless Mouseโ in fancy writing and a chicken head with โI run on Chicken Powerโ underneath. I was approached by strangers way too often and I don't wear either in public anymore). If I'm buying anything that's not a well known fandom, I'd rather have it barely noticeable.
It'd be nice to have the stickers as a cheap option for a few bucks & the mug $10-15(AUD) with maybe a few colour options- so we can still support Hofa if the clothing doesn't quite meet people's needs.