About Candles

U.S. retail sales of candles are estimated at approximately
$2 billion annually, excluding sales of candle accessories.

Candles are used in 7 out of 10 U.S. households.

Candles generally can be categorized into 11 basic types: tapers, votives, pillars, container (or jar) candles, tealights, liturgical candles, outdoor candles, floating candles, novelty candles, utility candles, and birthday candles.

Manufacturer surveys show that more than 95% of all candles are purchased by women.

Votives, container candles and pillars are currently the most popular types of candles with American consumers.

Candle industry research indicates that the most important factors affecting candle sales are scent, color, cost and shape.

The retail price of a candle generally ranges from approximately 50¢ for a votive to $75 for a large pillar candle. Highly unusual or embellished artisan candles can be $200 or more.

Two-thirds of candle purchasers say they use candles once a week or more often.

About the Industry

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.

Candles are principally sold in three types of retail outlets:

• specialty or gift shops;

• department and home décor stores;

• mass merchandisers (discount stores, drug store chains, grocery stores, etc.)

Approximately 35% of candle sales occur during the Christmas/Holiday season. Non-seasonal business accounts for approximately 65% of candle sales.

Major U.S. candle manufacturers typically offer between 1,000 and 2,000 varieties of candles in their product lines.

More than 1 billion pounds of wax are used in producing the candles sold each year in the U.S.

It is estimated that more than 10,000 different candle scents are available to U.S. consumers.

Candle-User Preferences

Consumers are increasingly purchasing candles as a focal point for their home décor, and for aromatherapy-like relaxation and stress reduction.

Fragrance is by far the most important characteristic impacting candle purchases today, with three-fourths of candle buyers saying it is “extremely important" or "very important" in their selection of a candle.

The majority of U.S. consumers use their candles within a week of purchase.

Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.

Candle users say they most frequently burn candles in the living room (42%), followed by the kitchen (18%) and the bedroom (13%).

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.

Both men and women consider candles to be an always-acceptable and highly appreciated gift for a wide variety of occasions.

Candle purchasers say they 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%).