Candles are a huge business in the U.S. with the National Candle Association reporting that retail sales for candle products are estimated at $3.14 billion annually. Customers have more than 10,000 different candle scents available to them, according to the association, and they come in many shapes and sizes to boot.
Moreover, very few products can keep your customers engaged in the store as much as candles can, and once they start popping lids, and taking whiffs, odds are, sales will follow.
Gary Briggs, co-founder of Vermont-based candle company, Aunt Sadie’s Inc., says candles are usually in the top five or 10 top selling categories for retailers. He suggests retailers carry a variety.
“Retailers should look for different containers, different designs and different wax bases. We find that devoted candle shoppers have their definite preferences so it’s important to offer [them] options.”
Price point has also been an increasingly important factor. “It’s fine to offer higher end/more expensive candles if you have a customer base that will support that. But offering various price points will increase your chances of a candle sale,” Briggs says.
Aunt Sadie’s candles are made from high-grade paraffin wax, lead-free wicks and the scents are a combination of essential oils and additives to help performance. The company’s Kate Nelligan licensed line of candles is popular with seaside retailers.
Bon Secour Candle Co. offers small-batch, hand-poured candles.
“Kate’s images are colorful and whimsical and she licenses her designs with a number of different manufacturers so it’s possible to build a theme around her designs that includes multiple product types. And all our Kate Nelligan candles feature the free name-drop personalization option.”
Aunt Sadie’s offers free name-drop personalization on many of its beach/nautical-themed candles. “It really helps our retailers sell candles during summer months, which aren’t always the strongest candle selling months.”
Making a connection
Rockport Candle Co.’s products are created in the quaint coastal town of Rockport, Massachusetts. Fragrances are inspired by favorite seaside memories to help people feel close to the beach or the sea and to help them share those happy memories with loved ones, according to Owner Christina Wilcox.
“Our sense of smell has a very strong connection to our memories and emotions, like the beach roses at Grandma’s summer cottage, or the suntan lotion we used as a teen, or the freshly squeezed lime in our favorite vacation cocktail, which help us feel loved, happy, relaxed, connected.”
She adds, “Shoppers are also attracted by our unique candle names, like Cocktails by the Sea, Fog Horn, or Salty Sea Breeze, and love bringing home a consumable product that won’t bring clutter into their home.”
Bon Secour Candle Co.’s candles are hand poured in small batches that are made from 100% soy wax. “Our best sellers are definitely scents that remind visitors and locals of their time at the beach, soft sea breezes, sun, sand and clean beach towels,” says Tara Giffort, owner.
The creative names that relate to the Gulf Coast area are also a draw for seaside retailers, and “the price point is perfect for their customers to grab several as gifts for their dog sitters, house sitters, family and friends,” she says.
Lavinia’s Haven candles are crafted with meticulous attention to detail and premium quality ingredients, according to owner Lavinia Schiavone. “Our scents are carefully curated, capturing the essence of the beach and ocean. Each fragrance is designed to evoke a specific mood or atmosphere, creating a memorable sensory experience for our customers.”
The candles are made from 100% soy wax made in the USA and the cotton wicks allow for a cleaner burn that minimizes carbon emissions, according to Schiavone. They are also crafted to maximize burn time.
“Our candles have garnered a loyal following with customers returning for their favorite scents time and again,” she says. “Offering our brand can help build customer loyalty and increase repeat business.”
What’s in a name?
“Retailers who carry Slippery Elm brand candles often comment that they love the names of the candles, which create an emotional connection with the consumer,” says Scott Goodrich, president of Wyx Brands, makers of Slippery Elm brand candles. The clean, fresh fragrances and fast shipping time are also pluses, he notes.
The Wildlife Collection from Wild Delights offers candles with a native animal story.
Slippery Elm launched new coastal-themed fragrances in its primary candle line, and for 2023 it added a High Tide series candle line, “which puts those fragrances into nautical-themed candles designed specifically for coastal retailers.”
The company also redesigned the labeling of its 6-ounce candle tins to match that nautical theme, “giving store owners a perfect giftable souvenir option to place on the shelf alongside our High Tide glass candles,” says Goodrich.
He has also seen an increase in requests for custom candles from store owners. “It has been fun to collaborate with our store owners to create something special just for their store,” he says.
Unforgettable aromas
Customization is a popular feature for Sugared Mango. “Customizing the scent to their area has been the trending theme,” says Owner Danielle Sterling. “We have had several retailers choose names relating to their areas or custom scents made just for their clientele. The customers dare to be different and not find the exact candle on their shelves as the competitor down the street.”
Bluffton Candles launched Bluffon State of Mind, Georgia on My Mind, Charleston, Beaufort, and Happy Place candle varieties in 2023.
“Before we offer a line of candle for a store, we research what their branding is all about and work on the scents based on their branding,” says Angie Evangelista, candle maker. “Our retailers and partners are happy with our products — not only the products, but the story behind them.”
Candles from Old Whaling Co. are made from soy and olive wax for a longer burn.
The brand exists not only to create candles, bath and body products that evoke memories of Bluffton, South Carolina, “we spread hope and joy in people’s hearts when they are going through difficult times through our products.”
The company also donates to various charitable causes and is moving to a larger space where it can offer candle making events to the public.
Shedding light on the subject
Wild Delights launched the Wildlife Collection as a way to capture the magic of amazing wildlife native to coastal places like Florida and the Carolinas.
“This has been a unique selling point for retailers in locations with wildlife attractions, like turtle or manatee season,” says Christina Gray, owner. “Every candle features a story about a native animal with a curated scent to match the area they live. For example, our best-selling Florida Manatee Candle smells like fresh Florida springs, spicy citrus, and seagrass.”
Gray says the candles serve as a connection point through scent to beautiful coastal places people live or visit “which lasts long after the trip is over.”
She adds, “Coastal retailers like the uniqueness of our designs and the sustainable packaging of our classic Whiskey Rocks Glass Candle. The glasses become a special keepsake as they can be reused for drinks after the candle is gone, and our sustainable tube packaging looks clean and polished on shelves and in customers’ homes.”
Various vessels
Backyard Candles uses elemental designs to create its true-to-life aromatic collections, according to Justin Healy, owner and founder. The company’s bestselling coconut shell candles “offer a unique tropical appeal, are a waste product, so upcycled, and great for the environment — and they float, making them great for your bathtub or a floating centerpiece.”
The company plans to introduce laser engraving. “Private label has been huge for us recently — allowing for your own logo and changing the fragrance name to better appeal to your demographic.”
Sea Love’s line of premium soy candles was inspired by “our fond trips around the beautiful USA.” “We wanted to translate that beauty into complex fragrances, creating moments of beauty and joy inspired by coastal living,” says Stacy Miller, founder.
“Each candle label is embossed with our signature seaweed with a name to complement the scent. Each has an eco-friendly seeded dust cover that can be planted for blooms,” she says.
The company’s new premium soy candles have an improved look and feel, according to Miller. “They are poured into a reusable cocktail glass, and as soon as you pick them up, you will feel inspired by the heft and elegance.”
Old Whaling Co.’s candles are handcrafted in Charleston, South Carolina. The company uses a blend of soy and olive wax which founder and owner April Budney says leads to a longer burn time than traditional wax candles. “Additionally, our candles include a lead-free cotton wick.”
Customers are drawn to the eye-catching, bright and colorful packaging. The company just debuted new candle packaging. “Our 12 oz. glass candles feature the same soothing aromas with a fresh look,” Budney describes.
Decisions, decisions, decisions
Budney suggests buyers consider a variety of details when choosing a candle line to carry, including product appeal, quality and originality.
“Candles are meant to be displayed and are used to enhance an environment and set a mood so their packaging and fragrance should support that desire,” she explains.
When trying to find the right line to carry in your seaside store Goodrich suggests, “Start with finding an aesthetic that really matches your store and will have a high appeal to your customer’s taste, remembering that for most, this is more than just a candle, it’s a design element for their home.”
Customer service is also key. “We get business because people fall in love with the aesthetics and the fragrance options of our candles,” says Goodrich. “We keep it and grow those relationships over time because we execute flawlessly on order fulfillment and customer service.”
You can help your customers find the perfect scent that captures their memories and fits their decor while also providing options that are eco-friendly and safe.
