Do Candles Sell Well Online?

The Booming Candle Market Driven by Ecommerce

The global candle market has continued to see impressive growth over the years, with a market size of over $14 billion in 2022 according to Grand View Research [1]. Much of this growth has been powered by the rise of ecommerce. In the U.S. alone, online candle sales reached $2 billion in 2021 and are projected to grow at a rate of 13% per year. With candles being a popular home decor and gifting item that are well-suited to online shopping, they have emerged as one of the top-selling products within the ecommerce market.

In this article, we’ll take a closer look at the booming online candle market – analyzing the growth drivers, benefits of buying candles online, top retailers, challenges facing the industry, and tips for selling candles successfully through ecommerce channels.

Popularity of Candles

Candles are hugely popular household items. According to the National Candle Association, candle usage statistics show that 80% of U.S. households use candles, with an average of about 9 candles per household.

The most popular rooms for burning candles are the living room (42%), kitchen (18%), and bedroom (13%) (Source). Household surveys also reveal some interesting facts about the popularity of candles:

• 96% of candles purchased are bought by women (Source)
• Two thirds of candle buyers use them at least once a week
• The average household spends around $28 per year on candles
• Fall is the most popular season for candle sales

Clearly, candles are a beloved product that most households buy and use regularly. Their versatility across seasons and rooms makes them a staple decor and fragrance item.

Why People Buy Candles

Candles are popular gifts for holidays and special occasions. Research shows that 76% of candle buyers purchase them as gifts for the holidays while 74% give them as housewarming gifts (Gifts & Decor). The wide selection of scents, colors, and styles makes candles an easy gift option.

Many people also buy candles for relaxation and aromatherapy. Scents like chamomile and vanilla are soothing and promote stress relief (Sojourn Company). The flickering light and aromas create an ambiance that people find calming.

Candles have also become popular as home decor. They add warmth, fragrance, and style to any room. Candles come in attractive containers that complement interior design themes. Grouping candles together creates an inviting display.

Growth of Ecommerce

Ecommerce sales have been growing at a rapid pace over the past decade. According to the U.S. Department of Commerce, global B2C ecommerce revenue is expected to grow to $5.5 trillion by 2027 at a steady 14.4% compound annual growth rate (https://www.trade.gov/ecommerce-sales-size-forecast).

Statista projects that worldwide ecommerce revenue will reach $3.6 trillion in 2024, representing an annual growth rate of 9.83% between 2024-2028 (https://www.statista.com/outlook/emo/ecommerce/worldwide). Retail ecommerce sales worldwide are also expected to grow from $3.5 trillion in 2019 to over $6.5 trillion by 2024, reflecting steady growth in online shopping globally.

The COVID-19 pandemic significantly accelerated the adoption of ecommerce in 2020 and 2021. As more consumers shifted to online shopping during lockdowns and social distancing measures, ecommerce received an additional boost. This has led to optimistic projections for continued growth as consumers become more comfortable with shopping online across product categories.

Candles as Top-Selling Ecommerce Products

Candles have become one of the most popular products sold online. According to USA Today, candles are among the top-selling items on many ecommerce sites. Brands like Yankee Candle, Homesick, and Boy Smells consistently rank as top sellers. Data from Amazon shows candles among their highest-grossing categories, with specific scents like vanilla, lavender, and seasonal fragrances topping the charts (Glimpse).

Some of the most popular candle brands and products online include:

• Yankee Candle – Known for their wide variety of scents and jar candle designs.
• Homesick – Specializes in nostalgic, location-based candle scents.
• Boy Smells – Trendy brand popular for luxury candles in unique scents.
• WoodWick – Crackling wood wick candles provide soothing ambience.
• Bath & Body Works – Affordable and strong-scented 3-wick candles.

Scents like vanilla, lavender, pumpkin spice, and holiday themes sell exceptionally well across top brands. Limited edition and seasonal launches also draw interest from candle enthusiasts looking for new aromatic experiences.

Benefits of Online Candle Shopping

One of the main benefits of shopping for candles online is the much wider selection and variety available. Online retailers are not limited by physical shelf space, so they can offer a huge range of candle styles, scents, colors, sizes, etc. Shopping online allows you to browse candles from small artisanal makers all the way up to major brands (Forbes). You are bound to find candles you wouldn’t encounter in brick and mortar stores.

The convenience of home delivery is another major advantage of buying candles online. Having candles delivered right to your door saves the time and effort of traveling to stores and transporting purchases home yourself. Online shopping for candles means not having to deal with parking, long lines, or carrying heavy bags (HRCCU).

Being able to easily compare prices across multiple sellers is an additional benefit when candle shopping online. Online retailers often compete heavily on price. You can quickly browse and find the best deals on the styles you want. And candles frequently go on sale or have special promotions online that you may miss in physical stores (Lifewire).

Challenges of Selling Candles Online

Selling candles through ecommerce channels presents some unique challenges that merchants need to be aware of. One major issue is fragility during shipping. Unlike most products sold online, candles are prone to damage if not properly packaged. According to Capturly, 66% of customers report receiving damaged items as one of their top pain points with ecommerce shipping. To prevent breakage, candle sellers need to invest in sturdy packaging materials and follow best practices for securing the candles inside the box.

Another challenge with selling candles online is the inability for customers to directly experience the scents before purchasing. As FindYourYellowTux reports, scent is a major factor driving candle purchases. But conveying scents through photos or descriptions can be difficult. This can lead to product returns if the scent does not align with the customer’s expectations or preferences. Some candle companies like Candle Lab try to mitigate this by offering sample packs. But returns due to scent remain an issue faced by most online candle merchants.

Overall, while selling candles through ecommerce opens up new markets, merchants need strategies to overcome obstacles like shipping fragility and scent uncertainty that are inherent to the candle product category.

Best Practices for Selling Candles Online

When selling candles online, there are several best practices sellers should follow to maximize sales. Three of the most important elements are high quality product photos, detailed scent descriptions, and a generous return policy.

High quality product photos are essential for showing potential customers exactly what the candles look like. The photos should clearly display the colors, textures, and overall aesthetic of the candles. Using natural lighting and photographing candles that are lit can help convey the look and feel of the products. Multiple photos from different angles are ideal.

Since scent is a key factor for candles, providing very detailed scent descriptions helps customers know what to expect before purchasing. Describing the fragrance notes like citrus, vanilla, floral, woodsy, etc. and the scent experience such as invigorating, relaxing, energizing gives buyers a sense of the aroma. Comparing the scent to familiar products like colognes or baked goods further sets expectations.

Due to the nature of buying candles without first smelling them, having a generous return policy helps minimize the risk for customers. Accepting returns within a reasonable timeframe like 30 days and covering return shipping costs makes buyers more comfortable purchasing. A good return policy signals confidence in your products.

By focusing on these best practices for selling candles online – excellent product photography, in-depth scent descriptions, and a buyer-friendly return policy – online candle sellers can optimize their ecommerce strategy and improve sales.

The Future of Online Candle Sales

The online candle market is poised for continued growth in the coming years. According to a report by GlobeNewswire, the global scented candle market is projected to reach $5.52 billion by 2030, growing at a CAGR of 5.4% from 2022 to 2030 (source). This growth will be driven by increasing consumer demand for home fragrances and aromatherapy products.

One exciting innovation in the candle industry is the development of virtual reality and augmented reality scent experiences. Brands are experimenting with VR technology to allow consumers to digitally browse candle fragrances and even get a sensory preview. For example, the company 12.29 offers a VR experience where users can walk through immersive environments and smell different candle scents (12.29).

Personalization and customization will also be a major trend. Consumers want the ability to create their own personalized candle scents and labels. Many candle companies now offer quizzes and fragrance finders to help match customers to their ideal scent. Subscription box services like Scentbird allow for customized rotating deliveries of candles and fragrances.

Conclusion

In conclusion, candles are incredibly popular and highly sought-after products online. Thanks to the versatility, affordability, and therapeutic benefits of candles, they have emerged as top-selling items on many ecommerce marketplaces. The growth of online shopping, along with the ability to easily compare prices and products online, has made buying candles more convenient than ever. While selling candles online does come with some challenges like shipping fragile glass objects, overall the candle industry is thriving in the world of e-commerce. Retailers that focus on unique scents, creative packaging, competitive pricing, and excellent customer service are finding great success selling candles online. As long as candles remain a beloved product that evokes emotion and enhances experiences for consumers, they will continue to shine bright as hot sellers in the online marketplace.

The key factors driving the popularity of online candle sales include: the growth of ecommerce providing easy access to shop from home, candles as affordable luxuries that appeal to a wide consumer base, the therapeutic and nostalgic appeal of candles creating an emotional draw for customers, and innovations by sellers in packaging, scents, and designs contributing to candles as desirable gift items. With their mass appeal and the convenience of internet shopping, it’s clear that candles are poised for continuing online success into the future.