The candle business in 2024 was anything but dull. We saw trends ignite, strategies flop and a few surprises light up the industry. From the push for sustainability to creative marketing that actually worked, it was a year packed with lessons for makers and entrepreneurs alike.
Ready to turn hindsight into foresight? We’re unpacking the biggest wins and challenges from 2024 and turning them into takeaways to help your candle business shine even brighter in 2025.
What candle businesses can learn from 2024
Let’s break down what worked, what didn’t, and how to turn those lessons into growth for 2025.
The candle market isn’t slowing down anytime soon
In 2024, one thing became clear: the candle market’s flame is burning brighter than ever. With the industry hitting USD 8.33 billion in 2023 and projected to grow to USD 10.61 billion by 2032 (Expert Market Research), there’s no shortage of opportunity.
The takeaway for candle businesses
A growing market isn’t just an invitation—it’s a challenge. To stay competitive, focus on what your customers truly want. Are they leaning into sustainable materials? Craving more personalised options? (Spoiler: Yes they are, more on that later).
But instead of blindly following the latest trend, analyse your sales data, customer feedback and emerging industry insights to create products your target audience are actively looking for. Find your own place in the market and build from there.
Personalisation is the new normal
This past year has shown us that customers don’t just want candles—they want their candles. Whether it’s custom scents, monogrammed jars or DIY kits, personalisation became the ultimate loyalty hack.
The takeaway for candle businesses
Want to stand out? Give your customers options to make it personal. Think mix-and-match fragrance blends, bespoke labels or even kits for aspiring makers. The more unique you make the experience, the more memorable your brand becomes.
Sustainability is no longer a bonus—it’s the baseline
Eco-conscious shoppers are done compromising. From soy wax and beeswax to refillable jars and compostable packaging, customers are seeking brands that align with their values. Sustainability isn’t just nice to have anymore—it’s what sets you apart.
The takeaway for candle businesses
Make sustainability part of your story. Use natural waxes, ditch plastic wherever possible and embrace reusable or recyclable packaging. But don’t stop there—educate your audience about your eco-friendly practices. When customers know they’re buying something good for the planet, they’re more likely to come back for more.
Standing out in the market takes more than a pretty candle
With low start-up costs, the candle business saw a flood of new makers in 2024, creating a crowded and competitive market. But here’s the catch: it’s not enough to just make a great candle anymore—your brand and products need to tell a story people can’t resist, and it all starts with a marketing strategy.
The takeaway for candle businesses
Differentiate yourself by dialling in on what makes your brand impossible to ignore. Maybe it’s your signature scent combos—think unexpected pairings like basil and blackcurrant—or your eco-friendly mission, like repurposable jars. Got a story? Share it. Perhaps you’re driven by your grandma’s baking or your love for minimalist design, whatever your inspiration, it’s this human warmth that customers connect with.
Economic challenges call for smarter strategies
Challenging economic climates can impact consumer spending across the board—including candles. Customers were more selective, seeking products that delivered value without feeling like an unnecessary splurge. Brands that thrived focused on small luxuries and practical innovation, like refillable options or long-lasting designs.
The takeaway for candle businesses
Be adaptable. Monitor economic trends and adjust your offerings to align with what customers need. Consider bundling smaller products, offering entry-level price points, or creating multi-purpose candles like massage blends*. Use your marketing to emphasise why your candles are worth the investment—highlight longevity, quality or sustainability. Value doesn’t always mean cheaper; it means smarter.
Seasonal sales are a gift for candle businesses
2024 has confirmed what we already know: the festive season is a candle-maker’s playground. From cosying up the home to last-minute gift ideas, candles dominated shopping carts in November and December. The brands that stood out leaned into seasonal exclusivity with limited-edition scents and Christmas-ready bundles. Candle giants, Jo Malone, even added a dedicated ‘Christmas’ page to their website.
The takeaway for candle businesses
Capitalise on seasonal sales by planning ahead. Introduce Christmas collections early to capture early-bird shoppers, but don’t forget about last-minute buyers. Create urgency with countdown deals or exclusive limited runs. And don’t just rely on products—make your branding festive too, with gift guides, themed social posts and festive packaging.
E-commerce is no longer optional
With more consumers shopping digitally, a sleek e-commerce presence is the ticket for reaching a broader audience. Those who nailed it? They had seamless websites, scroll-stopping visuals and a social media presence that turned clicks into sales. Take Diptyque, for example—their website feels like stepping into a luxury boutique, complete with rich storytelling and immersive visuals that make every product irresistible.
The takeaway for candle businesses
Create a website that’s simple to navigate and visually appealing, and don’t sleep on social media as your digital storefront. Platforms like Instagram and TikTok are prime spaces to show off your candles in action—following a solid social media strategy, of course. Pair this with an easy checkout process and clear shipping info, and you’ll convert browsers into buyers in no time.
Brighten the path in 2025
If 2024 taught us anything, it’s that candle success is all about staying sharp. Whether it’s owning your niche, embracing sustainability, or mastering the online hustle, the path forward is clear: be bold, be adaptable, and always keep your customers at the heart of your story.
So, what’s your next move? Will you create the candle that sparks a trend or the brand everyone remembers? Whatever your vision, 2025 is your year to make it happen. Need inspiration or top-notch supplies? NI Candle Supplies has your back—let’s turn those ideas into a roaring flame.
*keep in mind, you’ll need a cosmetic assessment for these.