Trends in Candle Sales

Scented merchandise appeals to all of the senses, not just our sense of smell. Candles are an important segment of the scented merchandise category. Although not applied directly to the body, candles play a starring role in the practice of self-care. They help set a mood and the proper tone for a certain mindset. And their fragrances, natural ingredients, and associated “good for you” properties also contribute to their ongoing popularity.

Like other scented merchandise items, candles made from natural ingredients are currently trending, said Amanda Beam, store manager, Pocono Soap, Stroudsburg, Pa. “There is a trend in candles toward more natural waxes such as soy and coconut blends as opposed to paraffin wax. These cleaner burning candle options have become very appealing to customers with an eye on the ingredient list of the products they bring into their home. Candle packing continues to trend toward minimalist and ‘Instagram worthy.’ Customers are loving glass jars with clean looking, simple labels. Candles packaged in small black or colorful tins are also growing in popularity.”

Lisa Miller, owner of Forever Clean Soap Works in Saint Joseph, Mich., is also seeing a shift toward soy-based candles. “The soy candles have less soot, burn cleaner, and burn for a very, very long time. They’re trending because they burn cleaner, and cooler, so you’re less likely to burn yourself if you get the wax on you.” Alex Hero, co-owner, Cream City Soap Company in Wauwatosa, Wis., said, “We don’t focus on trends. We just focus on making the best candles.”

Candle sales and certain fragrances tend to be seasonal.

Holly Rutt, founder and creative director of The Little Flower Soap Co. in Chelsea, Mich., said people buy more candles during the fall and winter months. “It gets darker earlier. Everyone wants to have a cozy home. Definitely pumpkin spice—we sell that a lot. Our competitors sell a lot of it. And Frasier fir, a Christmas tree scent, is popular,” she explained. ❖