A Brighter Fourth Quarter Starts with Candles

As the fourth quarter approaches, retailers prepare for the busiest shopping season of the year, and candles should be a priority in your merchandising plan.

With more than $3 billion in U.S. sales annually and half of those sales taking place in Q4, this category blends broad appeal, repeat purchases, and strong seasonal relevance. Whether your assortment focuses on fall, holiday, or everyday gifting, candles are a proven way to increase traffic and sales.

The Glow That Brings Customers Back

Candles are consumable, which means customers use them up and come back for more. Many shoppers form strong ties to a favorite scent, returning season after season to restock. Scent is closely linked to memory, often transporting people back to a specific time or place—something we hear time and again with fan-favorite Thymes Frasier Fir, lovingly called “The Scent of the Season” by loyal customers. This built-in replenishment cycle makes candles a dependable sales driver and creates opportunities for add-on purchases when merchandised alongside bath products, textiles, home décor, or gift wrap.

Thymes
Thymes

One Category, Every Customer

Candles work for every demographic, but the buying motivation often differs by generation.

Gen Z & Younger Millennials
(18–34)

Often buy candles as décor accents and self-care items. They gravitate toward trend-forward scents, seasonal launches, and visually appealing packaging. Common occasions include birthdays, housewarmings, and personal treats.

Older Millennials & Gen X
(35–54)

Frequently purchase candles as hostess gifts, thank-you gestures, and holiday presents. They value burn time, fragrance throw, and trusted brands that align with their personal style.

Baby Boomers
(55+)

Appreciate candles for their calming qualities and timeless appeal. They choose classic scents and premium packaging for thoughtful, elegant gifts tied to traditions and special occasions.

With 76% of consumers viewing candles as ideal holiday gifts and 74% for housewarming gifts, this category covers nearly every gifting occasion.

Seasonal Stars & Everyday Essentials

A successful candle assortment blends seasonal fragrances with year-round staples.

Fall

From late summer through November, customers are drawn to warm, spicy scents like cinnamon, clove, pumpkin, and apple. These fragrances capture the essence of crisp air, changing leaves, and cozy gatherings, making them an emotional driver for early Q4 sales. Position them front and center as soon as the first hint of fall hits to capture those seasonal shoppers.

Holiday

In December, the shift is unmistakable—evergreen, vanilla, cranberry, and gingerbread take over as customers seek to recreate festive traditions at home or give them as gifts. Holiday fragrances often have strong nostalgia appeal, making them top performers for both planned and impulse gifting. Adding holiday-specific packaging or ready-to-gift sets can help these candles move even faster.

Voluspa
Voluspa

Glasshouse Fragrances
Glasshouse Fragrances

Everyday

Clean linen, lavender, jasmine, and soft citrus scents are the backbone of your candle department. These timeless fragrances work well beyond the holiday season, offering consistent sales for customers buying “just because,” refreshing their home, or picking up a quick hostess gift. Keeping this core assortment stocked year-round not only boosts steady sales but also trains your customers to think of your store as their go-to for candles in any season.

When your candle category includes both seasonal showstoppers and everyday essentials, you create an assortment that’s relevant year-round, maximizes Q4 opportunity, and keeps customers coming back long after the holiday rush.

Shop All Candles

 

Displays That Shine

Candles are simple to merchandise yet impactful when presented thoughtfully. Grouping by color creates visual interest, arranging by scent families helps customers navigate, and building cross-merchandised displays with complementary items encourages multiple purchases. Position candles in seasonal displays, gift sections, and near checkout for maximum exposure.

Capri Blue Display
Capri Blue Autumn & Fall

Capri Blue
Capri Blue Holiday

Stock Early, Sell Often

With half of all candle sales occurring in Q4, the time to stock is now. Fill your shelves for fall, and plan staggered shipments through December to keep displays bright, full, and fresh. Keeping everyday favorites in rotation year-round ensures you’re always ready to meet gifting needs—long after the holiday lights come down.

Half of all candle sales occur in the 4th quarter

making it essential for retailers to stock the right fragrances and maintain strong inventory levels to meet seasonal demand.

Candles aren’t just another product, they’re a sensory touchpoint, a memory-maker, and a dependable sales driver. With the right mix of seasonal standouts and everyday favorites, your store can spark connections, brighten displays, and light the way to a stronger fourth quarter.

Ivystone

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