Musee sells a wide variety of candles, including a popular floral-scented option. Musee

Consumers have loved candles for centuries, ever since the first candle was invented in 200 BC. It seems shoppers can’t get enough of them, and now the varieties of candles are almost countless. So what exactly do consumers prefer when it’s time to buy candles, and what will your best-selling candles be? According to the National Candle Association (NCA), container and jar candles are still topping the charts, though there are a variety of factors that affect what consumers love most about candles.

“42 percent of candle users say they most frequently burn candles in the living room.”

The NCA says the most important factors include scent, color, cost and shape, with the fragrance being the single most important attribute. In a study reported by NCA, three-fourths of candle buyers said that scent was “extremely important” or “very important” in their purchasing decision.

Though the NCA estimates that there are more than 10,000 different candle scents in the U.S., GDA’s research team reported in its annual Gift Book that the best-selling fragrances include floral and botanical, followed by beach/outdoor inspired and food scents as a close third.

Candles don’t just smell wonderful, either; they also add to a home’s general décor and atmosphere — something that consumers are increasingly focusing on, especially in the post-pandemic era. Consumers are using candles as a focal point in their living areas, as well as for stress reduction and relaxation. On its site, NCA says that “nine out of 10 candle users say they use candles to make a room feel comfortable or cozy” and “approximately one in five women say they use candles to decorate the yard, patio or other exterior areas, as well as the interior of their home.”

So, the look of the candle or the vessel that it comes in is likely the second highest most important factor when it comes to consumers making a purchasing decision. Popular home décor palettes for 2022 include green, blue, beige and gray.

Something to keep in mind when selling candles is that approximately 35 percent of candle sales occur during the Christmas holiday season, whereas non-seasonal business accounts for about 65 percent of sales, according to the NCA. In fact, candles can work within a wide variety of display ideas.

With 42 percent of candle users saying they most frequently burn candles in the living room, followed by 18 percent in the kitchen and 13 percent in the bedroom, organize displays that highlight candles with other home décor and accent pieces. Consider merchandising candles with indoor plants, rugs and wall décor, rather than only with bath-and-body products and other home fragrances.

Other display ideas include holiday displays, a vignette themed around housewarming and hostess gifts, as well as thank you gifts and birthday items. In fact, the NCA says that candle buyers view candles as appropriate gifts for the holidays (76 percent), as a housewarming gift (74 percent), a hostess/dinner party gift (66 percent), a thank you (61 percent) and as adult birthday gifts (58 percent).

Consumers are always going to want to give each option a “sniff test,” so make sure the candles on display can be easily removed from packaging and smelled, or better yet, leave one on display as a tester. There’s no need to light the candle in order to avoid a fire hazard. If you sell a plethora of candles, consider placing small cloches over display candles, so consumers can lift the glass domes, get a hint of the fragrance and then cover it back up. This will help keep the power of the fragrances to a minimum and reduce the possibility of headaches for shoppers.

Finally, the best price point for a candle lies between “less than $15” and “$15-$39,” according to Gifts & Decorative Accessories’ 2022 Gift Book survey, which outlines how much consumers of different generations expect to pay for a home-fragrance product.

To learn how to choose the right scent for your store, check out “Two Ways to Create an Emotional Store Experience,” or explore popular summer fragrances.

Lenise Willis is the editor in chief of Gifts & Decorative Accessories, which has been covering the gift, stationery and home industry since 1917. For more than five years, she's covered retail best practices alongside product trends and ecommerce tips. Through market events, live panels and articles, she leads conversations concerning consumer research, trending gifts in a wide variety of categories and changes in the gift industry at large.

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