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CANDLE FACTS
U.S. retail sales of candles are estimated at approximately $2 billion annually excluding sales of candle accessories.
Candles are sold principally in three types of retail outlets: Department stores, specialty (gift) shops.
The U.S. candle market typically separates into two candle sales, roughly 35% for Christmas and Holidays and 65% for non-seasonal.
There are more than 350 commercial, religious and institutional manufacturers candles in the United States,
as well as scores of craft producers for local, non-commercial use.
Candles are used in 7 out of 10 households.
Candle burners usually burn 3 to 4 different candles in there home at one time.
Candles can range in retail price from approximately .50 cents for a votive to around
$75.00 for a large column candle. Although a specialty candle could be as much as
$200.00.
Candle industry research indicates that the most important factors affecting candle sales are scent,
color, cost and shape. Fragrance 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 manufacturer’s surveys show that women buy 96% of all candle purchases.
Two-thirds of candle purchasers say they burn candles once a week or more often.
Women are more frequent users than men, and young 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 less than 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 or a thank you (61%) and as an adult birthday gift (58%).
Tea lights are the most frequently purchased type of candle, followed by votives and container candles.
All information was obtained from the NCA.
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