Let’s fast-forward to a potential scenario next year. It's January. Your workshop smells like a mix of peppermint, pine needles and a hint of regret. Why? Because those gorgeous Christmas candles you poured your heart and soul into are still sitting on your shelves, gathering dust.
We get it. You're a candle-making whiz, not a marketing guru. But here's the thing: even the most beautifully crafted candles need a little push to find their way into holiday homes.
This year, let's change the narrative. Let's turn those festive fragrances into flying profits. We've rounded up some creative and effective Christmas marketing ideas to help you light up the festive season and leave those post-Christmas blues behind.
Christmas marketing ideas
The festive season is a marathon, not a sprint! From early birds to last-minute shoppers, we'll guide you through marketing strategies tailored to each stage so that your Christmas candles burn bright all season long.
Pre-launch and early season buzz
The early bird catches the worm, or in this case, the early shopper snags the best Christmas candles. Let's stoke the festive fire before the holiday rush hits.
‘Behind-the-scents’ sneak peaks
Think of it like a movie trailer; you want to give them just enough to crave more. Drop hints about your new scents with product descriptions that evoke Christmas nostalgia. Share a peek at your festive packaging or a quick video of candles being poured. This builds buzz and gets people excited for the main event.
Example: Post a ‘guess the scent’ game on Instagram with a close-up of a new candle and let your followers chime in. The winner gets a freebie!
Early bird specials and pre-orders
Everyone loves a good deal, especially at Christmas when wallets are feeling the pinch. Offer exclusive discounts or early access to your holiday collection for your email subscribers or loyal customers. It's a win-win: you get early sales and valuable insights into demand, while they feel like VIPs. Pssst, don’t forget to capitalise on the Black Friday and Cyber Monday events—more tips here.
Example: "The first 50 orders get 20% off their entire holiday haul!"
Christmas-themed content calendar
Don't let your social media become a chaotic mess of last-minute posts. You need to plan your Christmas takeover, so map out a content calendar with festive themes, product highlights and engaging prompts. Consistency is key to keeping your audience engaged and excited throughout the season. Check out our social media marketing guide specifically for candle brands for more insights.
Example: Create a "12 Scents of Christmas" wax melt advent calendar. Each day, reveal a new melt with cosy visuals and detailed scent descriptions, inspiring festive moments at home.
Festive website makeover
Deck the digital halls. Your website is your virtual storefront, so make it holiday-themed to put visitors in the shopping spirit. Update your banners, product photos and even your colour scheme. This creates a cohesive brand experience and makes shopping for those perfect gifts a breeze.
Example: Add a snowfall animation to your homepage, or switch your usual product photos for ones with festive backgrounds and props.
Collaborate with complementary brands
Team up with other local businesses that share your target audience. Think home décor stores, cosy cafes or even jewellery makers. Cross-promote each other's products on social media, create a joint gift guide or host a festive giveaway. It's a great way to reach new customers and spread the holiday cheer.
Example: Partner with a local bakery to create a ‘Candles & Cookies’ gift box.
Launch and peak season strategies
The Christmas season is officially in full swing, and it's time to make some noise! Here are some strategies that'll capture attention, boost engagement and drive those sales through the roof.
Interactive gift guides
We all know that feeling of holiday shopping overwhelm. What do I get for Aunt Mildred who has everything? Help your customers out by creating fun and interactive gift guides. Think quizzes, personality-based recommendations or even a "scent matchmaker" tool. This personalised touch makes shopping that little bit smoother and shows you care.
Example: "Find the perfect candle for everyone on your list with our Christmas Scent Quiz!"
‘Scent of the day’ social media series
Keep your audience engaged and excited with a daily dose of festive fragrance. Showcase a different candle each day with stunning visuals, mouth-watering descriptions and glowing customer testimonials. This is your chance to highlight the unique personality of each scent and tempt those noses!
Example: Post a drool-worthy photo of your ‘Spiced Cranberry’ candle with a caption like, "this scent is like a warm hug on a chilly winter night. Perfect for cosying up by the fire with a good book".
Limited-edition Christmas scents and packaging
Create limited-edition Christmas scents and packaging that capture the magic of the season. Think festive labels, luxurious gift boxes and seasonal scents that evoke warm memories and cosy nights. This creates a sense of urgency and exclusivity, driving those impulse buys.
Example: Release a ‘Winter Solstice’ candle with a shimmering gold label and an aromatic blend of pine, frankincense and myrrh.
‘12 days of Christmas giveaways’ campaign
Who doesn't love a freebie, especially at Christmas? Hosting a series of daily giveaways on social media is like sprinkling a little extra holiday magic. It may feel like you're giving away the farm, but trust us, people remember these generous gestures. And it's a fantastic way to boost engagement, attract new followers and build goodwill that lasts way beyond the holiday season.
Example: Each day, ask followers to like, comment and share your post for a chance to win a prize. Pick the winner at random at the end of each day and send them their freebie (plus, receive a loyal customer).
Mid-season and last-minute shopper tactics
The holiday rush is real, and as we inch closer to the big day, it's time to switch gears and cater to those last-minute shoppers. Let's explore some tactics to keep the momentum going and capture those final sales.
‘Scent-sational stocking stuffers’ campaign
Stocking stuffers are the unsung heroes of Christmas gifting: small, affordable, and oh-so-delightful. Showcase your travel-sized candles or wax melts as the perfect way to add a touch of luxury and fragrance to any stocking. These are a godsend for those last-minute panic buyers.
Example: Create a special ‘Stocking Stuffer Bundle’ featuring a variety of mini candles or wax melts in festive scents.
Free gift wrapping and personalised messages
Let's face it, no one enjoys wrapping presents (except maybe elves). Offer complimentary gift wrapping and the option to include personalised messages with orders. It's a small touch that goes a long way in making your customers feel valued and saving them precious time during this hectic, busy period.
Example: Promote your gift wrapping service with a social media post showcasing a beautifully wrapped candle with a handwritten gift tag.
Flash sales and limited time offers
Create a sense of urgency with flash sales or limited-time discounts on select items. This taps into the fear of missing out (FOMO) and encourages those procrastinators to finally hit the ‘buy’ button.
Example: "24-Hour Flash Sale! 30% off all Christmas candles – today only!"
‘Last chance’ email reminders
Sometimes, all it takes is a little reminder. Send targeted emails to your subscribers, highlighting upcoming shipping deadlines and showcasing your best last-minute gift options. Keep the tone friendly and helpful, not pushy.
Example: Subject line: "Last chance to order your gifts". Include a curated selection of your most popular Christmas candles and gift sets in the email body.
Post-holiday engagement and customer retention
The holidays might be over, but that doesn't mean your marketing efforts should fizzle out. Now is the perfect time to nurture those customer relationships and set the stage for a successful new year.
‘New Year, new scents’ campaign
Just because the Christmas tree is down doesn't mean people stop craving cosy scents! Introduce new fragrances or product lines that evoke a sense of renewal and fresh beginnings. Think invigorating citrus blends, calming lavender or grounding sandalwood. It's a great way to re-engage your audience and encourage repeat purchases.
Example: Offer a special discount on new scents for customers who made a holiday purchase to show your appreciation and incentivize them to try something new.
"Thank you" discounts and loyalty rewards
Show your customers some love! Send out a heartfelt thank-you email with an exclusive discount code for their next purchase, or offer loyalty rewards for their holiday shopping spree. This cultivates a sense of appreciation and encourages them to stick around for the long haul.
Example: "Thank you for making our holiday season so bright! Enjoy 15% off your next order as a token of our gratitude".
‘Repurpose your Christmas candles’ DIY ideas
Empty candle jars and leftover wax don't have to end up in the trash. Share creative DIY ideas on your blog or social media, showing customers how to upcycle their candles into beautiful storage containers, planters or even new candles. This eco-friendly approach not only adds value for your customers but also reinforces your brand's commitment to sustainability.
Example: Create a video tutorial on how to turn an empty candle jar into a festive terrarium or a stylish desk organiser.
Make this your most profitable season on record
With a little creativity and strategic planning, your Christmas candles can become the must-have gift everyone is raving about. Remember, it's not just about the product, but the experience you create around it. From pre-launch buzz to post-holiday engagement, each touchpoint is an opportunity to connect with your customers and build lasting relationships.
So, go ahead, put these marketing ideas into action, and watch your candle business thrive this Christmas!