
A Brighter Fourth Quarter Starts with Candles
In the fourth quarter, candles become a top-performing category, accounting for half of all annual sales. Their consumable nature, wide appeal across generations, and versatility as both seasonal and everyday products make them a must-have for retailers. Buying patterns vary by generation, with different preferences for scent, style, and gifting occasions. Stocking a mix of best-selling fall, holiday, and year-round fragrances—supported by thoughtful merchandising and inventory planning—keeps shelves fresh, drives repeat visits, and maximizes sales during the busiest shopping season.