Candles and candle accessories are sold primarily in four types of retail outlets: department stores; specialty candle shops; mass merchandisers, including drug store chains, supermarkets, and discount stores and online candle shops. The U.S. candle market is classically divided into seasonal candles, Christmas candles & holiday candles, which makes up roughly 35% of the candle industry, and non-seasonal candles at about 65%.
Normally, a major U.S. candle producer offers 1,000 to 2,000 varieties of candles and candle accessories in its product line.
Types of candles manufactured in the U.S. include: tapers, dinner candles, column candles, pillar candles, votive candles, soy candles, jar and specialty candles. Many of these come in different sizes and fragrances, and all come in a range of colors.
Candles are utilized in 7 out of 10 U.S. homes.
Candle shipments of holiday candles and Christmas candles increase considerably during the third quarter of the year because of the seasonal character of candle sales during the end-of-year holiday celebrations, since candles play a big role at this time of year.
Online shopping for scented candles is rising, online candle stores, such as The Damn Good Company, are in a great sales moment.
A Candle industry study indicates that the most vital aspect affecting candle retailing is aroma, color, price and form. The scent is by far the most significant attribute, with three-fourths of candle buyers saying it is “extremely important”; or “very important”; in their selection of candles for the home.
A Candle manufacturers’ study shows that 96% of all candles bought are purchased by women.
Two-thirds of candle buyers say they light candles once a week or more frequently. Women are more frequent users than men, and younger people tend to use candles more often than older adults.
Candle users say they mainly light candles in the living room, mainly using scented pillar candles and votive candles. The kitchen is the next most used room for candles, using scented candles in general and dinner candles. The bedroom comes in last place, where people tend to use scented candles of any shape and votive candles .
Customers state that they usually burn candles for just below 3 hours. Interesting enough are scented candles being lit almost twice as long as for example votive candles or soy candles.
The majority of candle users mention that they use scented candles to create a more comfortable or cozy.
Candle buyers see candles as a good present for the holidays, as a housewarming gift, a hostess dinner party present, and a thank you and as adult birthday gifts (58%).
Tealight candles are the most regularly bought kind of candles, followed by votive candles and jar candles.
When it comes to scents, vanilla scented candles are used most, directly followed by coffee scented candles and cinnamon scented candles. Aromatherapy candles and lavender scented candles are also favorites.