How to Make Candles That Sell: Understanding Consumer Preferences and Trends

The candle industry is booming, but not every candle maker finds success. If you want to create candles that not only look and smell amazing but also sell consistently, you need to understand consumer preferences and market trends. Whether you're selling online, at craft fairs, or in retail stores, knowing what customers want will help you design products that stand out and attract buyers. In this guide, we’ll break down key factors that influence customer buying decisions and how you can create candles that sell.

1. Understanding Your Target Market

Before making candles for sale, identify your ideal customer. Different demographics have different preferences in terms of scent, packaging, and price.

Key Consumer Segments in the Candle Market:

• Luxury Buyers – Look for high-end, eco-friendly, and designer candles with elegant packaging.

• Eco-Conscious Shoppers – Prefer candles made from sustainable materials like soy wax, coconut wax, or beeswax.

• Home Fragrance Enthusiasts – Love bold, long-lasting scents that fill a room.

• Gift Shoppers – Buy candles as presents, valuing unique scents and stylish packaging.

• Wellness & Self-Care Consumers – Seek calming, aromatherapy-inspired candles with essential oils.

Pro Tip: Research your competitors and customer reviews on platforms like Etsy, Amazon, and Instagram to understand what buyers love and what they complain about.

2. Choosing Best-Selling Candle Scents

Scent is the #1 reason people buy candles. Understanding fragrance trends will help you create collections that resonate with customers.

Best-Selling Candle Scents by Category:

• Classic Scents (Timeless Favorites): Vanilla, lavender, sandalwood, clean cotton, coconut.

• Seasonal Scents (Limited Editions Sell Fast!):

  • Spring: Floral scents like jasmine, peony, and lilac.

  • Summer: Fruity blends like mango, citrus, and coconut.

  • Fall: Warm, cozy scents like pumpkin spice, cinnamon, and apple cider.

  • Winter: Holiday scents like fir tree, peppermint, and gingerbread.

• Wellness & Spa Scents: Eucalyptus, chamomile, tea tree, ylang-ylang.

• Masculine & Earthy Scents: Leather, tobacco, oud, cedarwood.

Pro Tip: Offering seasonal collections boosts sales by creating urgency and exclusivity.

3. Creating Eye-Catching Candle Packaging

Your packaging is just as important as your candle’s scent. A beautifully designed candle attracts customers and makes a great gift.

Packaging Elements That Sell:

• Minimalist & Elegant Designs: Neutral tones, simple fonts, and high-quality labels appeal to modern buyers.

• Eco-Friendly Packaging: Recycled materials, reusable jars, and biodegradable labels attract sustainability-conscious customers.

• Gift-Ready Presentation: Beautiful boxes, ribbon ties, and custom labels make candles perfect for gifting.

• Unique Vessels: Concrete, ceramic, or matte black glass containers create a premium look.

Pro Tip: Offer personalized or custom labeling for special occasions like weddings, birthdays, and holidays.

4. Pricing Your Candles for Profitability

Pricing can make or break your candle business. If your candles are too cheap, you won’t make a profit. If they’re too expensive, customers may look elsewhere.

How to Price Your Candles:

1. Calculate Costs: Include materials, labor, packaging, and overhead expenses.

2. Research Competitor Pricing: Find a pricing range that aligns with your market segment.

3. Consider Perceived Value: Handmade, eco-friendly, and luxury candles can command higher prices.

4. Offer Bundle Deals: "Buy 2, Get 1 Free" or seasonal gift sets increase sales volume.

Pro Tip: Many successful candle businesses charge $15-$40 per candle, depending on branding and materials.

5. Selling in the Right Places

Where you sell your candles matters. Choose sales channels that align with your target audience.

Best Places to Sell Handmade Candles:

• Etsy & Online Marketplaces: Ideal for reaching a global audience.

• Your Own Website: Gives you full control over branding and pricing.

• Local Craft Fairs & Markets: Great for personal interaction and immediate sales.

• Wholesale to Boutiques & Spas: Consistent orders from retail shops.

• Subscription Boxes: Partnering with self-care or home décor boxes can boost visibility.

Pro Tip: Building an email list allows you to market directly to repeat customers and announce new launches.

6. Marketing Strategies to Boost Candle Sales

Even the best candles won’t sell if no one knows about them! Use strategic marketing to attract and retain customers.

Effective Marketing Strategies:

• Social Media: Post behind-the-scenes videos, customer reviews, and scent inspiration on Instagram & TikTok.

• SEO for Your Website: Use keywords like "handmade soy candles," "best fall candles," and "luxury home scents."

• Influencer Collaborations: Send samples to influencers who align with your brand.

• Email Marketing: Offer discounts and notify customers about new scents.

• Loyalty Programs: Reward repeat customers with discounts or free gifts.

Pro Tip: High-quality product photos and engaging content help drive sales on visual platforms like Instagram and Pinterest.

7. Staying Ahead of Candle Trends

Trends evolve, and staying ahead ensures your candles remain desirable.

Emerging Candle Trends:

• Sustainable & Refillable Candles: Customers love eco-friendly, reusable options.

• Wood Wick & Crackling Candles: Creates a cozy ambiance.

• Multi-Wick Candles: Enhances scent throw and burn time.

• Personalized Candles: Custom scents and engraved jars make great gifts.

• Interactive Candles: Hidden jewelry, crystals, or messages inside the wax add excitement.

Pro Tip: Test new trends in small batches before scaling up production.

Master the Art of Making Candles That Sell

Creating candles that customers love and buy repeatedly is all about understanding consumer preferences, scent trends, and effective branding. In my Candle Making Course, I teach everything from formulating the best scents to designing marketable products that stand out in a competitive industry.

I also provide a full list of tested materials and recommended suppliers where you can get high-quality wax, wicks, and fragrance oils at the best prices.

Want to turn your candle-making passion into a profitable business? Join my Candle-Making Course (click here) and start creating best-selling candles today!

Happy candle making!