If you are a candle retailer, many of your newest customers may think of candles as a commodity, easily purchased on Amazon or in a local store. Of course, we know that's not true. However, as marketers, we must tackle this perception head-on and brand our candles by tapping into our customers' deeper motives. Beyond the usual superior quality, packaging, or ethical sourcing, we will need to support it with emotional storytelling, distinctive design, and the promise of memorable experiences. Using this frame of reference, candles are more than decorative objects. They are emotional touchstones, tools for self-care, and symbols of comfort and celebration.

To truly succeed in the candle market, brands must connect with the deep motives behind why people buy candles, then translate those insights into actionable marketing strategies. Here are ten core motives that candle purchasers have, with specific, practical examples for how to appeal to each:

1. Ambiance & Atmosphere

People buy candles to transform their environment, create warmth, and set a mood.

Ideas to try:

• Show Real-Life Use:
• Stage photos and videos of your candles in cozy, inviting home settings.
• Share “before and after” room transformations using your candles.
• Collaborate with home decor influencers to demonstrate ambiance creation.
• Create Mood-Focused Collections:
• Curate bundles for “Relaxing Evenings,” “Romantic Nights,” or “Cozy Reading Nooks.”
• Use mood-based naming and descriptions for each collection.
• Offer limited-edition scents for special seasons or events.
• Host Styling Workshops:
• Run online or in-person workshops on styling spaces with candles.
• Partner with interior designers for live Q&A sessions.
• Share user-generated content of customers’ candle-lit spaces.

2. Sensory Pleasure & Scent Memory

Scented candles evoke memories, emotions, and comfort through fragrance.

Ideas to try:

• Scent Storytelling:
• Write evocative scent stories for each candle, linking fragrances to memories or places.
• Include scent strips or samples in orders so customers can “try before they buy.”
• Create a “Scent Finder” quiz to match customers with their perfect candle.
• Highlight Scent Benefits:
• Educate customers on the mood-enhancing effects of different scents (e.g., lavender for calm, citrus for energy).
• Share testimonials about how scents evoke nostalgia or comfort.
• Offer multi-scent sample packs for discovery.
• Interactive Scent Experiences:
• Host “scent journey” events where customers can blend their own fragrances.
• Run social media polls to let your audience vote on new scent launches.
• Offer personalized scent engraving or custom blends.

3. Relaxation, Self-Care & Wellness

Candles are integral to routines that promote relaxation, mindfulness, and well-being.

Ideas to try:

• Self-Care Bundles:
• Bundle candles with wellness items like bath salts, teas, or journals.
• Create themed boxes (e.g., “Unwind Kit”) for stress relief routines.
• Offer subscription boxes for monthly self-care moments.
• Wellness Content:
• Share blog posts or videos on how to incorporate candles into meditation or relaxation rituals.
• Partner with wellness coaches or yoga instructors for collaborative content.
• Develop downloadable guides for “Candlelit Self-Care Rituals.”
• Wellness Challenges:
• Launch a “30-Day Candlelight Challenge” encouraging daily relaxation.
• Encourage customers to share their routines using your candles on social media.
• Reward participants with discounts or free products.

4. Ritual, Symbolism & Meaning

Candles mark life’s moments, from celebrations to remembrance.

Ideas to try:

• Occasion Marketing:
• Promote candles for life events: birthdays, anniversaries, holidays, or memorials.
• Create limited-edition candles for specific celebrations (e.g., “New Beginnings” for New Year’s).
• Offer customizable labels for special occasions.
• User Ritual Stories:
• Invite customers to share how they use candles in personal rituals.
• Feature these stories on your website and social channels.
• Create a community hashtag for ritual-sharing.
• Event Collaborations:
• Partner with event planners to offer candles as part of wedding or ceremony packages.
• Develop “ritual kits” for milestones (e.g., housewarming, baby showers).
• Host virtual candle-lighting ceremonies for community connection.

5. Aesthetic & Decorative Value

Candles are decor pieces that reflect personal style.

Ideas to try:

• Design-Focused Branding:
• Invest in unique, reusable vessels that double as decor.
• Collaborate with local artists for limited-edition candle containers.
• Offer a “design your own label” feature for personalization.
• Styling Content:
• Share tips and inspiration for styling candles in different rooms or seasons.
• Run “candle styling contests” encouraging customers to share their setups.
• Post regular “home tour” features with your candles as focal points.
• Retail Partnerships:
• Place your candles in home decor boutiques or pop-up shops.
• Collaborate with furniture stores for in-store displays.
• Offer exclusive designs for retail partners.

6. Mood Enhancement & Emotional Connection

Candles help regulate mood and foster emotional well-being.

Ideas to try:

• Emotional Storytelling:
• Use marketing copy that describes how your candles make people feel (“Find your calm,” “Light up your joy”).
• Share customer testimonials about mood-lifting experiences.
• Create video ads showing emotional moments enhanced by candlelight.
• Mood-Based Shopping:
• Organize your website by mood (“Energize,” “Soothe,” “Inspire”).
• Offer a quiz to help customers choose candles based on their current feelings.
• Bundle candles for specific emotional needs (e.g., “Stress Relief Trio”).
• Social Media Engagement:
• Prompt followers to share how lighting a candle changes their mood.
• Run “mood moments” campaigns with daily prompts for candle use.
• Highlight stories of customers using candles during tough or joyful times.

7. Security & Comfort

Candles evoke a sense of safety, warmth, and home.

Ideas to try:

• Cozy Campaigns:
• Use imagery and language that evoke warmth, safety, and home.
• Launch seasonal “Hygge” or “Winter Comfort” collections.
• Share stories of families or individuals using candles for comfort during storms or power outages.
• Safety Education:
• Educate customers on safe candle use for peace of mind.
• Offer flameless or child-safe options for families.
• Provide free safety guides with every purchase.
• Comfort Gifting:
• Position candles as care packages for friends or loved ones in need of comfort.
• Offer “thinking of you” notes or gift-wrapping services.
• Partner with charities to donate candles to those in need.

8. Memory & Sentimentality

Certain scents and candle rituals trigger cherished memories and nostalgia.

Ideas to try:

• Memory-Inspired Scents:
• Develop scents inspired by nostalgic experiences (e.g., “Grandma’s Kitchen,” “Summer Cabin”).
• Invite customers to submit their own memory-inspired scent ideas.
• Share the stories behind each scent in your product descriptions.
• Memory Campaigns:
• Run social media campaigns where customers share candle-lit memories.
• Offer limited-time “memory boxes” with curated scents and keepsakes.
• Create a “Memory Lane” collection for holidays or anniversaries.
• Personalization:
• Allow customers to add personal messages or photos to candle labels.
• Offer engraving on candle lids for special dates or names.
• Create a “gift a memory” service for commemorative occasions.

9. Social Connection & Gift Giving

Candles are popular gifts that symbolize care and connection.

Ideas to try:

• Gift Guides:
• Publish seasonal gift guides featuring your candles for various occasions.
• Collaborate with influencers to curate “top picks” for gifting.
• Highlight gift sets and personalized options on your homepage.
• Corporate & Event Gifts:
• Offer bulk discounts for corporate gifting.
• Provide custom branding for weddings, events, or company milestones.
• Develop ready-to-ship gift boxes with handwritten notes.
• Referral & Loyalty Programs:
• Launch a referral program rewarding customers for gifting your candles.
• Offer loyalty points for repeat gift purchases.
• Run “gift a friend” promotions with special discounts.

10. Luxury & Indulgence

Candles are an accessible luxury. A way to treat oneself or others.

Ideas to try:

• Premium Positioning:
• Use high-end packaging, luxury scents, and elegant branding.
• Offer a signature “luxury line” with exclusive fragrances.
• Host VIP shopping events or early access for loyal customers.
• Indulgence Content:
• Share content on treating oneself with small luxuries, like a candlelit bath.
• Partner with spas or wellness retreats for co-branded experiences.
• Create “indulgence bundles” with other premium self-care products.
• Limited Editions:
• Release small-batch, limited-edition candles with unique ingredients.
• Number each candle in the series for exclusivity.
• Offer pre-orders for upcoming luxury releases.

By aligning your marketing with these deep motives and using these practical tactics, you’ll build a candle brand that resonates emotionally, stands out in the market, and wins loyal fans.