How To Discover Winning Niches For Print on Demand Business?

PODs have become popular more than ever and if you don’t find a highly profitable niche, you are not going to get successful in this t-shirt business.

It is going to take lots of research, and creative and unique designs to sell well in POD marketplace.

Deciding on the niche is essential as so many niches are already saturated. Designing a t-shirt in a saturated niche will just be like putting a drop in an ocean.

Even with the great design and marketing, your t-shirt is not likely to succeed if you got wrong while choosing the niche.

In this post, we will talk about winning niches that are profitable and how to choose them.

What are profitable niches?

1. Passion

You need to figure out the passion and interest of your customers if you want to make more sales. People normally don’t just wear graphic tees for nothing.

Whatever is written or designed on the t-shirts, the person wearing it is expressing his/her choice, perception and pride.

For example, a person who loves dogs so much will hardly wear a t-shirt that says ‘I love cats’ or has cat design on it.

Graphic tees have become a way to express one’s feeling and identity.

If you are not focusing on passion and pride, you are missing out a lot.

It is not always a great design that brings you more sales. Sometimes, it is how your t-shirt connects with your customers’ emotions and feelings.

Now, let’s talk about some of the niches that are hugely driven by passion and pride.

Pets

This is one of the huge niches that offer endless ideas for a t-shirt design. People have a variety of animals as their pets and they really love them.

Some pets are pretty common such as dogs, cats, rabbits, and such.

But there are people who like to have unusual pets such as tarantula, snakes, lizards, hedgehogs, geckos, and what not.

This is where you can find a market for your t-shirts because common pets are kind of saturated niches.

Here is a list of animals people keep as a pet:

Bearded Dragon

Birds

Burro

Cats

Chameleons (Veiled)

Chickens

Chinchillas

Chinese Water Dragon

Cows

Dogs

Donkey

Ducks

Ferrets

Fish

Geckos

Geese (Chinese Swan Goose)

Gerbils

Goats

Guinea Fowl

Guinea Pigs

Hamsters

Hedgehogs

Horses

Iguanas

Llamas

Lizards

Mice

Mule

Peafowl

Pigs and Hogs

Pigeons

Ponies

Pot Bellied Pig

Rabbits

Rats

Sheep

Skinks

Snakes

Stick Insects

Sugar Gliders

Tarantula

Turkeys Turtles

Professions

Not all people love their jobs but there are so many people who love their job and take pride in what they do.

‘Professions’ is another popular niche in the POD marketplace. This niche taps into the people’s passion and emotions.

However, just like pets, some professions are more popular and loved than others.

For example, army, firefighters, nurse, doctor, etc. are more popular niches than botanist, optician, plumber and more.

Here is a list of professions you might want to check out for your next niche:

Abbess

Abbot

Accountant

Activities coordinator

Actor

Actress

Actuary

Administrative assistant

Advertising executive

Advertising sales agent

Aerobics instructor

Aerospace engineer

Agronomist

Air traffic controller

Aircraft mechanic

Airline pilot

Alcohol and drug counselor

Ambulance dispatcher

Anesthesiologist

Anesthetist

Animal scientist

Animal trainer

Animator

Anthropologist

Apothecary

Appraiser

Archaeologist

Architect

Archivist

Armed guard

Art director

Artist

Astronaut

Astronomer

Athlete

Atmospheric scientist

Attorney general

Au pair

Audio and video technician

Audiologist

Audiovisual technician

Author

Auto body technician

Auto body worker

Auto damage appraiser

Automobile cleaner

Automobile salesperson

AV technician

Babysitter

Bacteriologist

Bagger

Baker

Ballerina

Ballet dancer

Ballistician

Ballistics expert

Bank examiner

Bank teller

Banker

Banquet manager

Barber

Barista

Barkeeper

Bartender

Behavioral economist

Biochemist

Biomedical engineer

Biophysicist

Blind escort

Block mason

Boilermaker

Bookbinder

Botanist

Bricklayer

Bridge engineer

Broker

Brokerage clerk

Budget analyst

Building inspector

Building manager

Bus driver

Butcher

Cab driver

Cabinetmaker

Cake decorator

Camera operator

Car salesperson

Career counselor

Caregiver

Carpenter

Cartographer

Cashier

Certified nursing assistant (CNA)

Chauffeur

Chaplain

Chef

Chemist

Chief executive

Chief information officer

Chief information security officer (CISO)

Chief technology officer (CTO)

Childcare worker

Chiropractor

Choreographers

Civil engineer

Clinical psychologist

Coach

Commercial pilot

Community health worker

Composer

Computer programmer

Conductor

Conservation scientist

Construction laborer

Construction manager

Construction worker

Consultant

Cook

Copyeditor

Copywriter

Corporate lawyer

Corporate recruiter

Cosmetologist

Costume designer

Counselor

Couples therapist

Court reporter

Crane operator

Criminal investigator

Cryptographer

Curator

Custodian

Customer service representative

Cyber security specialist

Dancer

Data scientist

Database administrator

Day trader

Deacon

Decorator

Defense attorney

Delivery services driver

Delivery truck driver

Dental assistant

Dental hygienist

Dentist

Dermatologist

Desk clerk

Desktop publisher

Detective

Dietitian

Director

Doctor

Drafter

Dry cleaner

Econometrician

Economist

Editor

Elected official

Electrician

Elementary school principal

Engineer

Entomologist

Environmental engineer

Epidemiologist

Event planner

Fact checker

Family therapist

Farmer

Farmworker

Fashion designer

Film editor

Financial advisor

Financial analyst

Financial manager

Firefighter

Fisherman

Fitness instructor

Fitness trainer

Flight attendant

Floral designer

Florist

Food batch maker

Food preparation worker

Food scientist

Food server

Foreign correspondent

Forensic science technician

Forester

Fundraiser

Game warden

Gaming supervisor

Genetic counselor

Geographer

Geologist

Glazier

Graphic designer

Guidance counselor

Gynecologist

Hairdresser

Hairstylist

Hand laborer

Headhunter

Health educator

Hearing officer

Hedge fund analyst

High school principal

High school teacher

Historian

Home health aide

Host

Hostess

Hotel manager

Housekeeping cleaner

Human resources manager

Human resources specialist

Hydrologist

Illustrator

Imam

Industrial designer

Information security analyst

Insulation worker

Insurance sales agent

Interior designer

Internist

Interpreter

Interviewer

Investment banker

Ironworker

IT technician

Janitor

Jeweler

Journalist

Judge

Kindergarten teacher

Laboratory technician

Landscape architect

Laundromat worker

Lawyer

Legal assistant

Legal secretary

Librarian

Library technician

Locomotive engineer

Lodging manager

Logging worker

Logistician

Machine feeder

Machinist

Magistrate

Maintenance worker

Management consultant

Manicurist

Market manager

Market research analyst

Marriage therapist

Mason

Materials scientist

Mathematician

Mayor

Mechanic

Mechanical drafter

Mechanical engineer

Mediator

Medical assistant

Medical secretary

Medical sonographer

Meeting planner

Meteorologist

Microbiologist

Middle school principal

Midwife

Millwright

Miner

Minister

Model

Monk

Motorcycle mechanic

Movie producer

MRI technologist

Municipal clerk

Music director

Musician

Nail care technician

Network administrator

Network architect

Nuclear engineer

Nun

Nurse

Nurse midwife

Nursing assistant

Nutritionist

Obstetrician

Occupational therapist

Oceanologist

Office manager

Operations manager

Operations research analyst

Optician

Optometrist

Orthodontist

Orthotics

Packager

Painter

Paralegal

Paramedic

Paraprofessional

Parson

Pastor

Pediatrician

Pedicurist

Personal care aide

Pest control worker

Petroleum engineer

Pharmacist

Phlebotomist

Photographer

Physical therapist

Physicist

Pilot

Plumber

Podiatrist

Police officer

Political scientist

Politician

Postal service worker

Power plant operator

Preacher

Priest

Private detective

Private equity analyst

Private investigator

Producer

Product manager

Professor

Programmer

Project manager

Prosecutor

Psychiatrist

Psychologist

Public defender

Public relations manager

Public relations specialist

Publicist

Purchasing manager

Quality control inspector

Rabbi

Radiation therapist

Radiographer

Radiologist

Rancher

Real estate broker

Receptionist

Recreation worker

Rector

Referee

Repair worker

Reporter

Representative

Retail sales worker

Revenue agent

Sailor

Sales engineer

Sales manager

Salesperson

Sanitation worker

Scientist

Scout

Sculptor

Secretary

Security guard

Sheriff

Ship engineer

Singer

Skincare specialist

Social worker

Sociologist

Software developer

Sound technician

Special education teacher

Speech therapist

Speech-language pathologist

Statistician

Stonemason

Stringer

Student

Surgeon

Survey researcher

Surveyor

Talent scout

Tax examiner

Taxi driver

Teacher

Teacher assistant

Technical writer

Technologist

Telecommunications repairer

Teller

Theologian

Tool and die maker

Transit police

Translator

Transportation engineer

Travel agent

Truck driver

Tutor

TV producer

Umpire

Urban planner

Venture capital analyst

Veteran

Veterinarian

Vicar

Video editor

Waiter

Waitress

Web developer

Wedding photographer

Wedding planner

Welder

Woodworker

Writer

Zoologist

Zumba instructor

Hobbies

It’s a human nature to show off things they like or they own, be it in a subtle ways or bold obvious ways.

For this reason, hobbies make the great niche for merch business. People are also likely to buy custom designs if the designs reflect their hobbies, sports or activities they love and something they are really good at.

Reading, fishing, sports, etc. are some of the popular niches in the POD marketplace.

Below is the list of the hobbies:

Accordion

Acroyoga

Aikido

Alto

Antique collecting

Archery

Astronomy

Autoracing

Backgammon

Backpacking

Backpacking

Badminton

Bagpipe

Baking

Ballet

Ballroom dancing

Banjo

Baritone

BASE-jumping

Baseball

Basketball

Bass drum

Bass guitar

Bassoon

Baton twirling

Beach volleyball

Beachcombing

Beadwork

Beat box

Beekeeping

Beer brewing

Belly dancing

Bellyboarding

Bird watching

Blogging

BMX

Board games

Boating

Bobsleigh

Bocce ball

Bodybuilding

Bonsai

Book club

Bouldering

Bowling

Boxing

Breakdancing

Bridge

Bungee jumping

Burlesque

Calligraphy

Camping

Candle making

Canoeing

Canyoning

Capoeira

Card games

Card tricks

Cello

Ceramics

Checkers

Cheerleading

Cheese tasting

Chess

Clarinet

Classical music

Clavichord

Cliff diving

Cloud watching

Coffee roasting

Coin collecting

Color guard

Comic books

Computer programming

Conworlding

Cooking

Cosplay

Country girls

Country music

Couponing

Cowboys

Cricket

Crochet

Croquet

Cross-stitch

Crossword puzzles

Cryptography

Curling

Cycling

Cymbals

Dancing

Darts

Dioramas

DJ’ing

Dodgeball

Doll collecting

Dominoes

Drawing

Drumming

Dumpster diving

Editing Wikipedia

Electronic dance music (EDM)

Electronic music

Embroidery

English horn

Equestrianism

Euphonium

Extreme ironing

Extreme pogo

Extreme sports

Falconry

Felting

Fencing

Field hockey

Figure skating

Fishing

Flag football

Flamenco

Floorball

Flower arranging

Flowriding

Flute

Fly-fishing

Folk dancing

Folk music

Foosball

Football

Fossil hunting

Freestyle biking

French horn

Frisbee

Gardening

Genealogy

Geocaching

Ghost hunting

Glass blowing

Go Karting

Gold panning

Golf

Graffiti

Grilling

Guitar

Gunsmithing

Gymnastics

Half-marathon

Ham radio

Handball

Hang gliding

Harmonica

Harp

Harpsichord

Herping

Hiking

Hip-hop

Homebrewing

Horseback riding

Hot air ballooning

Hula hooping

Hunting

Ice fishing

Ice hockey

Ice-skating

Inline skating

Investing

Irish dancing

Jazz

Jewelry making

Jiu jitsu

Jogging

Judo

Juggling

Karaoke

Karate

Kayaking

Kazoo

Keyboard

Kickball

Kickboxing

Kitesurfing

Knitting

Krav Maga

Kung fu

Lacemaking

Lacrosse

Laser tag

Latin dance

Leather crafting

Lego building

Letterboxing

Line dancing

Listening to music

Live action role-playing game (LARP)

Lomography

Longboarding

Luge

Lute

Lyre

Machinema

Macrame

Magic tricks

Mahjong

Mandolin

Mapmaking

Marathons

Marbles

Marimba

Marksmanship

Martial arts

Meditation

Metal detection

Metalwork

Minesweeper

Mixed martial arts

Modern dance

Mountain biking

Mountaineering

Musicals

Netball

Nordic skating

Oboe

Ocarina

Offshore racing

Opera

Organ

Origami

Overtone chanting/singing

Paintball

Painting

Palm reading

Parachuting

Parkour

People watching

Petanque

Photography

Piano

Piccolo

Pilates

Ping pong/table tennis

Podcasts

Poetry

Poker

Polo

Pooktre

Pool/billiards

Pottery

Pump organ

Puppetry

Puzzles

Quidditch

Quilting

Racquetball

Rappelling

Rapping

Recorder

Reiki

Ringette

Robotics

Rock climbing

Roller derby

Roller-skating

Rubik’s Cube

Rugby

Running

Sailing

Salsa

Sand art

Sandboarding

Saxophone

Scale model building

Scrabble

Scrapbooking

Scuba diving

Sculpting

Sewing

Shadow boxing

Shark diving

Shopping

Shortwave listening

Singing

Skateboarding

Skeet

Sketching

Skiing

Skim boarding

Skydiving

Skysurfing

Slacklining

Slot car racing

Snare drum

Snooker

Snorkeling

Snowboarding

Snowshoeing

Soap making

Softball

Solitaire

Soprano

Sousaphone

Speed skating

Spelunking

Stamp collecting

Stand-up comedy

Stargazing

Stone skipping

Sudoku

Surfing

Sushi making

Swimming

Swing dancing

Taekwondo

Tai chi

Tambourine

Tango

Tap dancing

Target shooting

Tarot

Tattoo

Taxidermy

Tennis

Tenor

Tenor drum

Tetris

The Blues

Throwing boomerangs

Tie-dyeing

Timpani

Tin whistle

Tough Mudder

Trance music

Travel

Tree shaping

Triathlon

Trombone

Trumpet

Tuba

Ukulele

Ultimate frisbee

Ultramarathon

Video games

Vinyl records

Viola

Violin

Vocal jazz

Volleyball

Volunteering

Wakeboarding

Waltz

Water polo

Water ski

Watercolor painting

Web design

Weightlifting

Whistling

Whittling

Wine tasting

Wingsuit

Woodcarving

Woodworking

Word searches

World building

Wrestling

Writing

Xylophone

Yo-yo

Yodeling

Yoga

Family

You must have seen custom-printed stuffs for Mother’s day and Father’s day. Not only mother and father but there are so many family and relationships related niches.

These kinds of shirts make sales, especially for particular days, birthdays and family events.

Amigo

Aunt

Auntie

Aunty

Baba

Beau

Beloved

Best friend

Bestie

BFF

Boyfriend

Bride

Bridegroom

Bro

Brother

Brother-in-law

Bubba

Buddy

Child

Children

Chum

Classmate

Co-worker

Colleague

Compadre

Companion

Cousin

Dad

Dada

Daddy

Darling

Daughter

Daughter-in-law

Domestic partner

Fam

Family

Father

Father-in-law

Fiance

First cousin

Fraternal twin

Friend

Future dad

Future mom

Girlfriend

Gramma

Gramps

Grampy

Gran

Grandchild

Granddad

Granddaddy

Granddaughter

Grandfather

Grandma

Grandmother

Grandpa

Grandparent

Grandparents

Grandson

Grannie

Granny

Granpa

Hermana

Hermano

Husband

Identical twin

In-laws

Kiddies

Kiddos

Kids

Kindred spirit

Kinfolk

Life partner

Ma

Madre

Mama

Maman

Mammy

Mate

Mom

Momma

Mommy

Mother

Mother-in-law

Mum

Mummy

Nana

Nanny

Nephew

Niece

Nieta

Nieto

Offspring

Old man

Pa

Padre

Pal

Papa

Papi

Pappy

Parent

Partner

Peer

Pop

Poppa

Pops

Relative

Roomie

Roommate

Schoolmate

Second cousin

Sib

Sibling

Sibs

Sidekick

Significant other

Sis

Sissy

Sister

Sister-in-law

Son

Son-in-law

Soulmate

Spouse

Step-parent

Stepchild

Stepchildren

Stepdad

Stepfather

Stepmom

Stepmother

Stepsibling

Suitor

Sweetheart

Sweetie

Teammate

Twin

Uncle

Wife

Puns and Jokes

Another popular niche is ‘puns and jokes’. Whatever it is, a funny quote or ‘punny’ jokes or satire or sarcasm, these make pretty good theme for custom-designs.

Holidays and festivals

You must have seen several ‘christmas’, ‘halloween’ or ‘4th of July’ t-shirts all over POD marketplace. These kinds of seasonal designs sell pretty well if you can do it right.

Check out religious holidays, state holidays, observances, local observances, federal holidays, and more.

Below is the list of holidays in the United States:

New Year’s Day

Epiphany

Orthodox Christmas Day

Stephen Foster Memorial Day

Orthodox New Year

Lee-Jackson Day

Robert E. Lee’s Birthday

Confederate Heroes’ Day

Tu Bishvat/Tu B’Shevat

Martin Luther King Jr. Day

Robert E. Lee’s Birthday

Idaho Human Rights Day

Civil Rights Day

Kansas Day

National Freedom Day

National Wear Red Day

Groundhog Day

Super Bowl

Rosa Parks Day

Chinese New Year

Lincoln’s Birthday

Lincoln’s Birthday

Valentine’s Day

Statehood Day

Susan B. Anthony’s Birthday

Elizabeth Peratrovich Day

Presidents’ Day

Daisy Gatson Bates Day

Linus Pauling Day

St. David’s Day

Across America Day

Employee Appreciation Day

Texas Independence Day

Maha Shivaratri

Casimir Pulaski Day

Shrove Tuesday/Mardi Gras

Town Meeting Day

Ash Wednesday

St. Patrick’s Day

Evacuation Day

March Equinox

Holi

Purim

Maryland Day      Local observance

Seward’s Day

Prince Jonah Kuhio Kalanianaole Day

National Vietnam War Veterans Day

César Chávez Day

Pascua Florida Day

Isra and Mi’raj

National Tartan Day

National Library Workers’ Day

Thomas Jefferson’s Birthday

Palm Sunday

Tax Day

Father Damien Day

Patriot’s Day

Boston Marathon

Emancipation Day

Maundy Thursday

Good Friday

Holy Saturday

Passover

Easter Sunday

San Jacinto Day

Easter Monday

Oklahoma Day

Confederate Memorial Day

State Holiday

Administrative Professionals Day

Take our Daughters and Sons to Work Day

Orthodox Good Friday

Arbor Day

Confederate Heroes’ Day

Last Day of Passover

Orthodox Holy Saturday

Orthodox Easter

Orthodox Easter Monday

Confederate Memorial Day

Yom HaShoah

Law Day

Loyalty Day

Lei Day

National Day of Prayer

Kentucky Oaks

Kent State Shootings Remembrance

Kentucky Derby

Rhode Island Independence Day

National Explosive Ordnance Disposal (EOD) Day    

Cinco de Mayo

Ramadan

National Nurses Day

Truman Day

Yom Ha’atzmaut

Confederate Memorial Day

Military Spouse Appreciation Day

Mother’s Day

Peace Officers Memorial Day

National Defense Transportation Day       

Armed Forces Day

Preakness Stakes

Emergency Medical Services for Children Day

National Maritime Day

Harvey Milk Day

Lag BaOmer

National Missing Children’s Day

Memorial Day     

Jefferson Davis’ Birthday

Ascension Day

Lailat al-Qadr      

Statehood Day

Jefferson Davis’ Birthday

Eid al-Fitr

D-Day

Belmont Stakes

Pentecost

Shavuot

Whit Monday      

Kamehameha Day

Army Birthday

Flag Day

Trinity Sunday

Father’s Day

Bunker Hill Day

Juneteenth

Emancipation Day

West Virginia Day

American Eagle Day

June Solstice

Corpus Christi

Independence Day

Bastille Day         

Pioneer Day

National Korean War Veterans Armistice Day

Parents’ Day

Colorado Day      

Coast Guard Birthday

Purple Heart Day

Tisha B’Av

Eid al-Adha

Victory Day

Raksha Bandhan

Assumption of Mary

Hawaii Statehood Day

Bennington Battle Day

National Aviation Day

Senior Citizens Day

Janmashtami

Women’s Equality Day

Lyndon Baines Johnson Day     

Muharram

Ganesh Chaturthi

Labor Day

Carl Garner Federal Lands Cleanup Day

National Grandparents Day

California Admission Day

Patriot Day          

Constitution Day and Citizenship Day

Air Force Birthday

National POW/MIA Recognition Day

National CleanUp Day

Emancipation Day

September Equinox

Native American Day     

Navratri

Gold Star Mother’s Day

Rosh Hashana

Feast of St Francis of Assisi

Dussehra

Child Health Day

Leif Erikson Day

Yom Kippur

Navy Birthday

Chicago Marathon

First Day of Sukkot

Columbus Day

Native Americans’ Day

Indigenous People’s Day

White Cane Safety Day

Boss’s Day

Sweetest Day

Last Day of Sukkot

Shmini Atzeret

Simchat Torah    

Nevada Day

Diwali/Deepavali

Halloween

Saints’ Day

All Souls’ Day

Daylight Saving

New York City Marathon

The Prophet’s Birthday

Marine Corps Birthday

Veterans Day

Thanksgiving Day

State Holiday

Presidents’ Day

Lincoln’s Birthday/Lincoln’s Day

Day After Thanksgiving

Family Day

Acadian Day

Black Friday

American Indian Heritage Day

Sunday of Advent

Rosa Parks Day

Cyber Monday

St Nicholas Day

Pearl Harbor Remembrance Day

Feast of the Immaculate Conception

Feast of Our Lady of Guadalupe

Guard Birthday

Bill of Rights Day

Pan American Aviation Day

Wright Brothers Day     

December Solstice

Chanukah/Hanukkah

Christmas Eve

Washington’s Birthday

Christmas Day

Kwanzaa (first day)

Day After Christmas Day

Last Day of Chanukah

New Year’s Eve

2. Sub-niches

Of course, most of the popular niches are saturated. Nevertheless, you can still dig little deeper and go into sub-niches.

For example, dog is very common niche but if you look up the different breeds, you might land a jackpot. Owners of poodle or beagle or mastiff would prefer custom-designed t-shirt of the breed they own rather than general dog t-shirt.

See what I’m saying.

Just like that

Doctor

  • Allergist
  • Cardiologist
  • Hematologist
  • Oncologist
  • Urologist
  • Vascular Surgeon

Coffee

  • Espresso
  • Macchiato
  • Ristretto
  • Americano
  • Café Latte
  • Cappuccino

3. Scalable Niches

Another way to design t-shirts that sell is coming up with scalable niches.

If you are confused with what I’m saying, let me give you an example.

“I am a nurse what’s your superpower”

finding winning niches

You can scale this to

  • “I am a writer what’s your superpower”
  • “I am a painter what’s your superpower”
  • “I am a gardener what’s your superpower”

Or you can go to the sub-niches of “nurse”

  • “I am a registered nurse what’s your superpower”
  • “I am an ICU nurse what’s your superpower”
  • “I am a pediatric nurse what’s your superpower”

4. Combining Niches

Apart from niches and sub-niches, combining niches is what you can do to design your next t-shirt.

You can see lots of such designs on POD sites.

For an instance, let’s take “dog” and “coffee” together.

You can also scale this combination.

  • “I’m a cat & coffee kind of girl”
  • “Coffee Cats & Chill”
  • “I’m a simple woman tea dogs wine”

Another example is

“proud dad of a 2019 graduate”

Simply make other combinations like

  • “proud mom of a 2019 graduate”
  • “proud aunt of an army”
  • “proud granddad of a registered nurse”

You get it, right?

If you are at a loss of an idea, go check out our post How to find creative ideas for t-shirt designs

In conclusion

Some niches are so popular that they are already saturated but at the same time there are plenty of untapped niches that can bring fortune to you if you know how to do it right. You just need to research deep and try uncommon niches and sub-niches of the already-popular niches. Combining and scaling niches is even easier as there are original designs up on the market. All you need to do is be little more creative and twist things.

POD is hit and trial. Choose few niches and work on them. Experiment. And do some more after week or two. Keep your research going on and you might just find your winning niche.

If you have any questions, please feel free to ask in the comment section. We’ll be more than happy to answer them.

If you have any suggestions, you are welcome to help the community.

Happy niching down!

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