“When it comes to candles, it’s fragrance, fragrance, fragrance. The National Candle Association reports that three-fourths of candle buyers say fragrance is “extremely important” or “very important” in their candle selection. In fact, fragrance is the most important characteristic influencing candle purchases. In addition to being a fashion accessory, candles are also used for aromatherapy purposes. “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,” states the National Candle Association. Candlescaping the displaying of multiple candles at varying heights in a room or home is becoming increasingly popular as a means of home and yard décor. She feels the surge in pillar candles is because that format is used a lot for decorating.ĭecorating with candles is a quick, affordable way for consumers to dress up a room. However, what we see happening now is an upswing in pillars,” said Emrich. “Consistently year after year, you’ll see that the strongest performing format is the jar or container candle. Ronni Emrich, director of marketing of Colonial Candle, Des Plaines, Ill., agrees that container candles and pillars are the best-selling items. Of these, votives, container candles and pillars are currently most popular with American consumers, according to the National Candle Association. There are 11 basic categories of candles: tapers, votives, pillars, jar or container candles, tealights, gels, floating candles, outdoor candles, novelty candles, utility candles and birthday candles. Candle products can be found in many different retail outlets from mass merchandisers to specialty gift shops and prices can range anywhere from $.50 for a votive to more than $200 for artisan candles. Overall, “there are more than 400 commercial, religious and institutional manufacturers of candles in the United States, in addition to scores of small craft producers for local, non-commercial use,” states the National Candle Association. The company’s earnings rose 11 percent in 2004, and 90 new store locations were planned over 20. Forbes reported that Yankee leads the candle industry with an 18-percent share. The success of candle companies such as the Yankee Candle Company is a testament to the health and popularity of the industry. In July 2005, Forbes magazine described the market as “strong” and placed the industry total at $3 billion. retail sales of candles at approximately $2 billion, excluding candle accessory sales.
The National Candle Association estimates annual U.S. This year-round popularity fuels a healthy industry. The National Candle Association finds that the remaining 35 percent of sales occur during the winter holiday season. As Americans use candles frequently throughout the year, most candle sales 65 percent are non-seasonal purchases. homes, and two-thirds of all candle purchasers say they use candles at least once a week, according to the National Candle Association. Most Americans like candles: They are used in seven out of 10 U.S. Garden centers may find that carrying candles in the store can create inviting atmospheres, compliment their existing gift departments and please candle-loving shoppers. With a variety of styles, scents, colors and price points, candles are an easy way to accessorize and create ambiance in and around homes and retail outlets. While not needed as a primary light source any longer, present-day candles are still used in celebration, and in addition, they have entered the realm of home décor. The earliest candles were highly functional, used to light homes, aid travelers and celebrate religious ceremonies. Candles aren’t a new product to hit retailers’ shelves: In fact, candles have been around for more than 5,000 years.
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