Personal Care Merchandise and Candles

How Scent Sells (From page 83)

been Swanky Sweet Pea, in particular, their reasonably priced bath bombs (sold for $4 or $5, a great deal for the customer, but also providing a decent margin for Green).

She uses several social media platforms to get her product in front of her customers, including LinkedIn, Facebook (including Facebook Live), Instagram and a store website. She said the key is to “leave no stone unturned [online]”, and to maximize the online presence. One way she does that is on Facebook. There, she has a private, exclusive group for a group of her customers. This group gets a heads up on upcoming product lines, exclusive deals, and early sales shopping privileges. This group is also an easy way to communicate back and forth with customers.

She also emphasized that, while a fancy camera is not necessary for social media posts, natural light and composition where product is full, but not too busy (where viewers might miss the point of the photograph) are important. She added that Facebook Live is not only an opportunity to promote the product you’re highlighting, but may also pique customer’s curiosity about items in the background of the shot.

Which Scents Sell Best?

At Frances Boutique, Red Currant and their signature Cactus Blossom scents are the big hits.

hazyl boutique’s signature scent is also on fire (saleswise). The candle was created with all of Owner Nancy Resing’s favorite scents in mind, which include: the ocean, fresh washed linen and driftwood. She lights it everyday in the store.

At Texas Patina, CBDinfused products have been “all the rage.” Leather and tobacco scents always move well in Texas, said Co-Owner Jennifer Green.

“Into the Woods,” a blend of sage, pine and eucalyptus, is Custard Boutique’s best-selling scent. This is the scent they burn most often in the store, added Owner Tara Kirkland

“In general, we find the candles, or incense, we are burning always sells out first,” Kirkland said.

In her 3,000-square-foot shop, Owner Esther Fishman said Baltic Amber, and French Cade Lavender by Voluspa, and Volcano from Capri Blue (for the younger set) are all top sellers. ❖

Green finds that supporting small businesses is currently foremost on customer’s minds. She sometimes lets customers know how much their purchase has helped a local business after making a sale by telling them how many local businesses they’ve supported with their purchase.

Tara Kirkland , owner of Custard Boutique, with two locations–one in Savannah, Ga., and one in Greenville, S.C., said their best-selling candles are lotion candles made locally by Mercy Verity in Greenville.

Kirkland has not seen an influx in sales of personal care items. Instead, she said, they’ve seen a major increase in sales for items under $30.

Providing samples (when appropriate) and keeping displays organized and informative, gets merchandise in front of customers, according to Kirkland. This way, if staff are busy helping other customers, shoppers can still easily access information about the products.

“I personally prefer handmade signage,” said Kirkland. “We’re not corporate, so I like the more authentic look.”

At art effect in Chicago, IL, Owner Esther Fishman said Voluspa is their best-selling candle. Voluspa has a variety of great scents, beautiful packaging, and are well-priced (ranging from $12.50 for a small tin candle to a large jar candle for $38), and well-known. Another top hit is their store-created Lincoln Park candle, especially since they are located in the Lincoln Park neighborhood in Chicago. Thyme’s Frasier Fir, which they start to stock in August, is the number one seller for the holidays.

Fishman said she has noted more gift pur- chases–in particular, when they were closed for three months. Sales of clothing on the other hand, have decreased substantially. ❖