Could a Candle-Making Kit Be Your Next Bestseller?

You've spent years perfecting your candles—but what if you let your customers have a go? DIY candle-making kits are more than just a nice idea; they're a booming trend.

With girls' nights in, craft-and-sip sessions and mindful hobbies on the rise, people are looking for fun, hands-on experiences they can do at home. And for you? A well-designed kit could bring new customers, extra sales and a fresh way to stand out in a crowded market.

Thinking about turning part of your candle business into an experience? Let's talk about how to make it work.

A good candle-making kit doesn't just include the right materials; it makes the process so smooth and enjoyable that customers finish the project, are happy with the result, and maybe even buy another kit. Here’s how to get it right:

• Don't overcomplicate it: Too many options = decision fatigue. A kit should feel exciting, not like an IKEA flat-pack with missing screws. Stick to one wax type, a well-matched wick and a curated scent selection—enough for variety but not enough to overwhelm. If you offer customisation (like dye or moulds), guide the choices so they feel intentional, not random.
• Include clear instructions: If the instructions are too technical, vague, or long, they're getting binned. Make them engaging, visual and foolproof. Bullet points over paragraphs, diagrams over blocks of text. Even better? A QR code linking to a quick demo video. People are far more likely to follow along when they see the process.
• Make it feel premium: The difference between a £15 kit and a £40 kit isn't just the materials—it's how it feels. A well-designed box, neatly packaged components and a little thoughtful touch (like a branded wick holder or a personalised thank-you card) make a huge difference.
• Think beyond the kit: A great experience leads to repeat customers. Include a discount code for future purchases, encourage them to share their creations on social media, or offer an add-on refill kit so they can reuse their vessel. If they love the process, they'll want to do it again.

A great product doesn’t sell itself—but a great experience does. Customers aren’t just buying wax and wicks (they could just do that themselves); they’re buying a relaxing evening in or a creative outlet that’s all laid out for them. Your marketing needs to capture that. Here’s how to do it:

• Show, don’t tell: Candle-making is visual and sensory, so let your content reflect that. Share videos of the kit in action: wax melting, fragrance blending, candles setting. User-generated content is even better: encourage customers to post their creations by offering a social media shoutout or a giveaway entry.
• Tap into the gift market: DIY kits make great presents, but you need to position them that way. Market them as birthday gifts, Mother’s Day presents or “just because” treats. Offer gift wrap options, personalised message cards or a premium “gift edition” kit to make purchasing even easier.
• Leverage seasonal trends & events: People love a themed activity—so lean into that. Promote your kits for Valentine’s “date night” activities, Galentine’s gatherings, Christmas gifting or even cosy autumn crafting. Aligning with key moments in the year makes your kit more relevant and gives people a reason to buy now, not later.
• Make it easy to buy (and rebuy): A refill option is a no-brainer. If they love the kit, they’ll want to make another candle. Offer a cheaper refill pack (wax, wicks, fragrance) so they can reuse their vessel. And if you’re selling online, remove any barriers: free shipping thresholds, bundle discounts, and a seamless checkout experience all help close the sale.
• Position it as an experience, not just a product: People don’t just want to buy things—they want to do things. Position your kit as a mindful activity, a way to spend quality time or a creative escape. The more you sell the feeling, the easier it is for customers to picture themselves using (and enjoying) the kit.