As the leaves fall and the air chills, everyone’s in the mood for a little warmth and a lot of light. It’s perfect candle-selling weather, right? But let’s think bigger this season…
Beyond keeping your shop well-stocked and launching a limited-edition collection, why not engage more deeply with your community—and more importantly for business—capitalise on the extra cheer?
While you may be thinking “how could I possibly squeeze in a workshop or host an event when my shop floor is rammed?”, incorporating these activities is less hectic than it seems. They can vary in scale, from simple inclusions like offering custom gift-wrapping services to hosting a cosy craft workshop that might attract the eyes of window shoppers.
Each event is a chance to engage more deeply with your community and add an extra layer of excitement to your store’s atmosphere. We’ve rounded up some of our top tips below to help you plan ahead.
Firstly, let’s look at some key dates for candle businesses
Autumn and winter roll around with a chill in the air and a golden opportunity for candlemakers to shine. Let's explore why these seasons are bustling with potential and how, with a bit of savvy preparation, you can set your business alight during these peak times.
Festivities you can’t miss
Halloween and Bonfire Night
The eerie glow of Halloween and the crackling fires of Bonfire Night are perfect prompts for themed candles. These events kickstart the season by sparking interest in the unique, ambient lighting that only candles can offer.
Christmas and New Year’s Eve
The pinnacle of candle season. Christmas is synonymous with warmth and festivity when every table and window seems to beckon for the flicker of candlelight. New Year's Eve continues the trend, with candles setting the mood for reflective celebrations and fresh starts.
Valentine’s Day
While technically post-winter, early preparation for Valentine’s Day can catch consumers looking to extend the cosy vibes with romantic, intimate lighting and heartfelt gifts.
These are the obvious festivities throughout autumn and winter, but there are some other key dates to be aware of—you can see the full list on our Seasonal Candle Business Checklist.
Remember to prep like a pro
Successfully navigating these key dates is all about preparation:
- Stock smart: Ramp up your inventory early. Make sure your shelves are brimming with your best-sellers and seasonal specials.
- Launch early: Get your marketing engines running well before the season starts. Tease your new lines and offer some early-bird specials to stir up excitement.
- Stay on trend: Keep a finger on the pulse of what’s hot. Which fragrances are trending? What styles are bloggers raving about? Keeping your products aligned with current trends will place your candles on the must-have lists.
- Keep the buzz going: Your social media should be as lively as your shop. Share updates, sneak peeks and fun facts to keep your audience engaged and eager for your next release.
With these strategies, you can turn the busiest time of the year into the most profitable. Get your candles ready to light up the season and watch your sales—and spirits—soar.
Ideas for community engagement in Autumn/Winter 2024-25
Having prepped for the peak dates, let’s light up some additional tactics to help your candle business glow even brighter this season.
Christmas markets
Christmas markets are more than just cute stalls and mulled wine; they're a prime spotlight for your candle business. Here’s how to ignite interest and fan the flames of your festive sales.
Why hit the Christmas markets?
→ Tap into the busy crowds hungry for one-of-a-kind gifts. A Christmas market is a live advertisement to a captive audience ready to shop.
→ There’s no better place to get chatty with your customers than at a market stall. Face-to-face interactions build trust while giving you instant feedback to refine your offerings.
→ Test the waters with your latest creations. It’s like a live focus group, giving you immediate insights into which scents are hits and which are misses before you commit to a full run.
How to find your spot at the Christmas market
Do your homework. Cities often have a smorgasbord of markets, so pick ones with a track record of high footfall and solid vendor feedback. Application forms tend to drop early in the year and fill up fast—stay ahead by marking registration deadlines on your calendar and be ready to pitch your unique selling proposition.
How to set up a standout stall
- Design a showstopper booth. Think beyond the tablecloth. Layer your display with heights and depths that make every candle accessible and visible. Twinkling lights and festive décor aren’t just pretty to look at—they draw in crowds (and cash).
- Offer the unexpected. Sure, cinnamon and spruce scents are expected. Why not surprise your marketgoers with unconventional winter fragrances? Or offer personalised, on-the-spot engraving to transform a simple candle into a bespoke gift.
- Be a storyteller and engage passers-by with the tales behind your scents. Why did you choose bergamot or pine? What’s the inspiration behind your festive collection? A good story sells.
- Don’t let your connection end at the market. Hand out business cards, offer QR codes to scan for a future discount, or distribute flyers that direct traffic to your online store for those too loaded with bags to buy on the spot.
With a bit of flair and a lot of preparation in the run-up (we can’t stress this enough), you can transform your candle stall into the hottest spot this winter.
Seasonal collaborations and partnerships
When it comes to business, it’s not just what you know—it’s who you know. Teaming up with local businesses or artisans can light up your sales and illuminate new audiences. Here’s how to spark successful collaborations that shine all season long.
The bright side of business partnerships
✓ Effortlessly expand your reach
Collaborating with local shops, cafés, or fellow artisans can introduce your candles to customers who might never have found you otherwise. It’s about getting your products into new spaces and places.
✓ Shared efforts for a bigger impact
When businesses join forces, marketing muscles flex harder. Shared promotions, joint social media blasts and combined events can amplify your reach far beyond what you could achieve solo.
✓ Gain fresh perspectives
Working with others brings new ideas and insights. Maybe it’s an original packaging idea from a local artist or a festive scent blend suggested by a boutique owner. These partnerships keep your offerings fresh and exciting.
Examples of seasonal partnerships for inspo
- Pop-up shops: Collaborate with a local boutique to host a pop-up shop during the holiday shopping rush. Your candles add a warm, inviting aroma to their space, and their clientele gets introduced to your brand—a win-win.
- Café candle corners: Team up with a local café to create a candle corner where diners can buy your candles. Offer scents that complement their ambiance or even their menu—think coffee bean or freshly baked bread candles.
- Artisan bundles: Partner with other local artisans for gift bundles. Combine your candles with handmade soaps, chocolates or ceramics for luxury gift sets. These collaborations are not only perfect for customers looking for special Christmas presents but also great for building community ties.
How to set up successful partnerships
- Look for businesses that align with your brand’s values and aesthetics. Your ideal partners are those whose customer base might naturally gravitate towards your products.
- Clear communication is key. Define what each party contributes and expects from the collaboration, including financials, marketing efforts, and timelines.
- Plan a joint marketing strategy. Utilise both parties' social media platforms, websites, and physical spaces to promote the collaboration. Create engaging content that highlights the partnership’s benefits to draw in a shared audience.
- Post-collaboration, review what worked and what didn’t. This feedback is gold for refining future partnerships and can help strengthen your collaborative strategies moving forward.
Seasonal collaborations are more than just a way to increase sales; they’re about building a community around your brand. In joining forces with other local businesses, you create a network that supports and amplifies everyone involved, spreading a lot more light (and scent) throughout the festive season.
Creative workshops
Want to turn your candle brand into a local hot spot? Hosting creative workshops like candle making or the increasingly popular wreath making allows you to create a community buzz around your business. Discover how you can light up interest and loyalty with hands-on fun.
The magic of workshops
✓ Engage directly with customers
Workshops offer a hands-on, memorable way to engage with your audience. Participants aren’t just learning how to make something; they’re experiencing your brand up close and personal.
✓ Build brand loyalty
Imparting your hard-earned wisdom creates a connection that goes beyond a simple purchase. Participants often feel a stronger loyalty to your brand, appreciating the skills and stories behind your products.
✓ Tap into new target audiences
Workshops can attract a new crowd. Those interested in DIY projects, crafts or just looking for a fun outing are likely to sign up, broadening your customer base.
How to set up your workshop
- Whether it’s candle making before Valentine’s Day or wreath crafting in early December, choose a workshop theme that ties into the season. Ensure it aligns with your brand and appeals to your target audience.
- Choose a venue that reflects your brand’s vibe. This could be your own shop, a cosy local café or even an outdoor space if the weather permits. Make sure it’s a space where creativity can bloom comfortably.
- Provide all necessary materials as part of the workshop fee. This not only makes sure that participants have everything they need but also introduces them to the quality supplies used in your products, like your bespoke fragrances or eco-friendly waxes.
- Use your social media platforms and in-store displays to promote your workshops. Consider offering early bird discounts or bundle deals for groups. Engaging local influencers to share the event can also extend your reach.
- During the workshop, encourage participants to share their creations on social media. Create a hashtag, set up photo-friendly spots, and maybe even run a contest for the best workshop photo to boost post-event engagement.
And after the glitter settles…
- Gather feedback from participants after the workshop. What did they love? What could be improved? This information is invaluable for refining future events.
- Send a thank you note, offer a discount on their next purchase, or provide exclusive offers for future workshops. Keep the connection alive to keep them interested in what’s next.
Creative workshops are more than just revenue streams; they are interactive brand experiences that can transform casual buyers into committed brand advocates. Invest in these community-building events, and you’ll boost your brand’s visibility while deepening your roots in your local community.
Add-on services for extra sparkle
At this time of year, going the extra mile with add-on services can transform a simple purchase into a memorable experience for your customers. Here’s how you can add that special touch:
- Custom gift-wrapping: Offering beautifully crafted gift-wrapping saves your customers time while making your products ready to gift. Use high-quality, festive wrapping materials and set up a small wrapping station in your store or offer this service during the checkout process online.
- Mix-and-match gift box experience: Let your customers play candle connoisseur by choosing their three favourite scents from a range of smaller candles. They can bundle these into a charming trio gift box—perfect for gifting or keeping all to themselves. It’s a fun and engaging way to make their shopping experience more personal.
How to implement add-ons
- Make sure your customers know about these options. Display signs in your store and highlight the services on your website and social media.
- Train your team, making sure each member understands how to perform these services efficiently and can explain them to customers.
- Allocate specific times for these services, especially personalised creations, to avoid bottlenecks during peak hours.
- Gather feedback after the holidays. Ask customers for feedback to refine these services for the next season.
These thoughtful add-on services can enhance the customer experience while boosting seasonal sales. It’s all about creating value that makes your brand a part of their festive celebrations.
Your seasonal strategies—unwrapped
Throughout this post, we’ve demonstrated that engaging with your community through special events and bespoke services isn't just about cashing in during the seasonal rush; it's about cultivating relationships and making your mark when the nights draw in to keep business thriving all year round. From Halloween haunts to New Year toasts, stand out from the seasonal sparkle and be the light that guides the way.
Stick with us on the blog for more entrepreneurial tips and creative twists to keep your candle business burning brightly all season long. And if you have any further tips you’d like to share with the makers’ community, please share them below!
