Most first-time candidates dramatically under-budget print. They see a $2 yard sign online, multiply it by 100, and assume $200 covers the campaign. Then October arrives, they need another 300 signs, a banner for the office, palm cards for early voting, and postcards for the drop - and the money is gone. Below is a realistic breakdown of what a small local race actually spends on print, and where the money goes.

The Rough Number for a Local Race

For a city commission, school board, or small-district race in Florida, plan on $2,500 to $6,000 in total print across the cycle. Big-city council or a competitive county race pushes that to $8,000-$15,000. It sounds like a lot until you divide by the number of voters you need to reach - done right, print is still the cheapest cost-per-voter in local politics.

Line by Line: Where the Money Goes

Yard signs - 40-55% of your print budget

Signs are the single biggest print line item because you keep needing more. A realistic first order is 200-300 signs at kickoff, another 200 mid-cycle, and a final 100-200 for the last two weeks when volunteers start losing them. The classic 18x24 campaign yard sign on 4mm corrugated plastic with an H-frame is the standard workhorse.

Banners for the HQ and every event - 10-15%

A rally stage, a headquarters storefront, a fundraiser backdrop - every event needs something big and branded. A single reusable political campaign banner can headline dozens of events across the cycle, and retractable banners travel with the candidate to every town hall and press conference.

Voter-facing signage - 5-10%

The last two weeks of the race need dedicated Election Day and vote signs at polling places, plus feather flags to mark early voting sites - separate line item, and it's easy to forget until it's too late.

Rolling billboards - 5-10%

Bumper stickers, car magnets, and window decals are the cheapest cost-per-impression in politics. A pair of political car magnets on every volunteer's vehicle and a stack of bumper stickers to hand out at every rally goes a long way.

Direct mail & handouts - 15-25%

Postcards and door hangers to reach the voters canvassing doesn't. Postage often costs more than the printing itself.

Two Sample Budgets

Small race - city commission, ~5,000 voters ($3,000 total)

• 400 yard signs (staggered orders) - $1,400
• Retractable banner + campaign vinyl banner - $350
• Direct mail (2,000 pieces + postage) - $900
• Bumper stickers + a set of car magnets - $250
• Election Day signs for two polling places - $100

Mid-size race - county / large city, ~30,000 voters ($9,000 total)

• 1,200 yard signs - $4,200
• 2 large campaign signs for high-traffic intersections - $400
• Two mail drops (10,000 pieces) - $2,500
• Feather flags, banners, retractables - $700
• Stickers, magnets, decals - $400
• Election Day signs across 10 polling places - $800

Where Candidates Waste Money

• Ordering signs too early. If you order in March for an August primary, half will be sun-bleached by July.
• Skipping the second sign wave. By October, a third of your signs are missing, faded, or blown over. Budget for a reorder.
• Reprinting because of a typo. A single missed "Paid for by" disclaimer means the whole order is scrap. Proof three times before you approve.