An automatic product sublimation process is disclosed allowing for point-of-sale customization of sublimation parameters in a retail environment. A dye sublimation transfer printing system is configured to print one or more images onto transfer media, then position the media onto a substrate. A selected product is positioned on top of the media. The system is configured to automatically determine, by a processor, one or more of a temperature and duration of a single thermal cycle to sublimate the one or more images onto the selected product. The determination may be based on properties of the product, characteristics of the images, or both. One or more heating platens engage the transfer media to sublimate the product in a single thermal cycle, wherein at least one of the cycle's temperature and duration match the determined values. The disclosed process improves the quality of the sublimation technique, yet requires no substantive operator training.