‘It’s Getting Lit’—Holiday Season Is Go Time for Candle Lovers

What you need to know

• Consumer data shows that Americans purchase more scented candle during the holiday season. Sales spike in the final few weeks of each year.
• Candle buyers say that they love the warm, cozy environment candles can create as the days become shorter, darker and cooler.
• Brands tend to introduce new fragrances during the cooler months, and Bath & Body Works' annual sale is a much-anticipated event in the candle community.

The season for decorative gourds is now over. The time has come for the candles to shine. 

Candle sales increase as temperatures drop, and often reach their peak around holidays. The colder, shorter winter days are a time when shoppers seek out candles for their warmth and light. According to Neil Saunders of GlobalData, the managing director for retail, they are an inexpensive way to change the atmosphere in a house when Americans host more parties and spend time with friends.

Bath & Body Works’ (BBWI) annual candle sale coaxed people out of bed before sunrise on Friday, attracting shoppers from abroad and enticing fans to add to their already extensive collections. YouTube Candle Channel’s influencer called the event “the “Super Bowl” Community of the wick-and wax industry

Brian Malheiro, 25, and two companions arrived at a Bath & Body Works store in Queens, N.Y. early Friday, seeking discounts that were exclusively extended to rewards club members on the first day of the promotion. He had a list of “what he calls” “must-haves, possibles and other options.”

After he was unable to find his favourite scents in the first store, he went on to another. “Last year I got 40” candles, Malheiro said. “This year I only have 12—but, like I said, it’s my first store.”

Saunders says that the demand for candles increased during the pandemic and many people who had converted to this habit have continued to do so. According to Mintel market research, Americans will spend $5.8 Billion on scented candle in 2021. This is up from the $3.8 Billion they spent in 2019. Last year, Americans paid $5.3 Billion for scented candles.

Saunders says that many companies release new fragrances around the holiday season, which helps to increase fan interest during candle’s golden days. AnthologyAI analyzes data on consumer spending and found that the number of candles purchased by Walmart (WMT), Target(TGT), and Amazon(AMZN), in the final week of 2018, was two thirds more than the average weekly sales in 2023. 

Flight Attendants, Candle Collectors Have a 'Happy Candle Day'

At Bath & Body Works, three-wick, 14.5 oz. Candles that usually sell for at least $25 could be purchased for just $9.95. 50 new candles, inspired by TV shows and other fragrances were introduced for this event. “Bridgerton.” Purchases of at least 6 candles are stacked into tote bags, with cardboard cartons to accommodate the jars.

About 50 people walked through the store in Manhattan, Saturday at 12 noon, all smiling and chatting with the staff. “Happy Candle Day” Photographs of people dancing and greeting each other, posing to music at Christmas time. 

Candles are difficult to purchase abroad, according to flight attendants in England and Ireland.  

“This is probably my third time coming,” Tia Parish (28), from London, is one of the many people who have a positive attitude towards life. “I specifically asked to be here when [the sale is] going to be around.”

Some other stores also saw candle-related traffic on Saturday, though Bath & Body Works appeared to be the main event. One small group of people inspected candle displays in Bloomingdales’ (M) while another few walked through a Manhattan T.J. Maxx. The department store’s lower level was occupied by other customers. “fragrance fair,” Where a DJ played tunes.  

Thelma GIL, an assistant teacher, says she keeps 90 candles at her home in the spare room. On Saturday, she limited herself to seven at Bath & Body Works. 

“I buy candles anywhere,” Gil says: “I have to be careful whenever I go to Target — or even T.J. Maxx.”

Bryan Norman, a 26-year-old in New York City who works at a hospital, bought 20 candles at Bath & Body Works on Friday morning, then returned Saturday to buy a dozen for his grandmother; he called himself a year-round candle connoisseur.  

“I don’t care what season, time—it’s getting lit,” Norman says

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