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Candle Industry Facts
- Candles are sold principally in three types of retail outlets: department stores; specialty (gift) shops; and mass merchandisers, including drug store chains, supermarkets, and discount stores. The U.S. market is typically separated into seasonal (Christmas/Holiday) business at roughly 35%, and non-seasonal business at about 65%.
- Typically, a major U.S. candle manufacturer will offer 1,000 to 2,000 varieties of candles in its product line.
- Types of candles manufactured in the U.S. include: tapers, straight-sided dinner candles, columns, pillars, votives, wax-filled containers and specialty candles. Many of these come in different sizes and fragrances, and all come in a range of colors.
- Candles are used in 7 out of 10 U.S. households.
- Candle shipments increase substantially during the third quarter of the year because of the seasonal nature of candle sales during the end-of-year holiday celebrations (including Christmas, Hanukkah and Kwanzaa), since candles play a large role at this time of year (religious occasions, gifts and decorations).
- Candle industry research indicates that the most important factors affecting candle sales are scent, color, cost and shape. Fragrance is by far the most important characteristic, with three-fourths of candle purchasers saying it is "extremely important" or "very important" in their selection of a candle for the home.
- Candle manufacturers' surveys show that 96% of all candles purchased are bought by women.
- Two-thirds of candle purchasers say they use candles once a week or more often. Women are more frequent users than men, and younger people tend to use candles more often than older adults.
- Candle users say they most frequently burn candles in the living room (42%), followed by the kitchen (18%) and the bedroom (13%).
- Consumers say they typically burn candles for just under three hours.
- Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.
- Candle purchasers view candles as an appropriate gift for the holidays (76%), as a house warming gift (74%), a hostess/dinner party gift (66%), a thank you (61%) and as adult birthday gifts (58%).
- Tea lights are the most frequently purchased type of candle, followed by votives and container candles.