How to Create a Memorable Unboxing Experience for Your Candle or Soap Business Turn every order into a moment that delights, connects, and keeps customers coming back.

Your small business has something big brands can’t replicate—the power to create genuine personal connections.

In this second installment of our shipping series, we guide you through how to transform every shipment into an unforgettable experience that converts first-time buyers into loyal fans, elevates your brand’s reputation, sparks social media shares, and spurs repeat sales.

(Missed part one? We covered everything from packing materials to shipping software and calculating costs. Check it out here!)

An unboxing experience is the complete emotional and sensory journey your customer takes when opening a package from your business. It’s often their first physical touchpoint with your brand, and for online customers, it may be their only chance to “visit” your shop. 

For candles and soap makers, this is your opportunity to make a lasting impression that goes beyond the products themselves.

Picture this: your customer receives a beautifully packaged order with a hand-signed note and a small surprise tucked inside. That smile spreading across their face? That’s the moment they shift from customer to fan. Maybe they text a friend about your amazing products or snap a photo for Instagram.

When done well, the unboxing experience:

• Builds emotional connection. Thoughtful presentations tell customers, “You matter to me. I crafted this with care, and I’m grateful for your support.” For online businesses, the unboxing provides the warmth of an in-person shopping experience.
• Adds perceived value. When customers see attention to detail, cohesion, and brand personality, they perceive higher quality across the board. This often translates to more repeat purchases, glowing product reviews, and fewer returns.
• Earns free marketing. Social-media-worthy packaging practically begs to be shared. The more cohesive and visually appealing your unboxing presentation, the more likely customers are to become informal brand ambassadors, giving you invaluable organic reach and social proof. 

Your brand’s personality guides the creative and strategic decisions behind the unboxing experience design.

For example, luxury brands skip the bubble wrap since that’s not a material associated with high-end experiences. But biodegradable peanuts and honeycomb paper wrap are ideal for eco-conscious businesses because they are in line with those brand values. 

The good news? You don’t necessarily need expensive or custom packaging to create an unboxing experience that resonates with your target customers. Creative, brand-aligned choices make the biggest impact. 

Here are seven components to consider (and customize) when designing your unboxing experience.

A customer’s first impression of their order happens with the exterior packaging. Established and luxury brands often invest in custom-printed boxes but you can also achieve a professional look with a DIY approach.

Branded labels applied to the box’s exterior, custom shipping tape featuring your brand’s logo, or even a simple logo stamped on a white or kraft box can still achieve a professional look.

This is where the magic begins as your customers open their order! Some makers tuck their candles into retail product boxes and packaging inside the shipping box for a premium feel. Others pack their products directly in the shipping box.

Your goal here is to balance protection—so that the products arrive safely—and maximize presentation. Determine what sort of fill material works for your brand. Line boxes with on-brand tissue paper or wrap your products with custom-printed paper. The idea is to build anticipation as customers peel back the layers.

A handwritten note creates instant connection. Some makers design a card with a photo of them making their products, along with a snippet of their brand story, on one side. The other side of the card is blank for personalization. This personal touch reminds customers there’s a real person behind their purchase.

Include an insert that helps customers get the most from their purchase with tips on how to use and store their candles and soaps. This educational approach shows customers that you care about their experience after the sale.

Add a coupon code, referral offer, or an invitation to follow your social media channels. This invites a one-time purchase to become an ongoing relationship.

Delightful extras show your customers appreciation! Ideas for items to put in orders include: 

• Product samples like tea lights, wax melts, and soap ends
• Branded items like stickers or vinyl magnets
• Product-related accessories like matches, which can be packaged in custom-printed packaging or made to look customized using blanks with labels

A printed packing slip inside the box confirms the purchase and signals professionalism. It’s also a detail that makes initiating returns or asking questions easier for customers.

Strategic packaging choices often lead customers to share their unboxing online, which increases your brand’s reach and trust factor. 

Three ways to encourage this sharing are to:

• Design for the camera. The more photogenic your packaging, the more likely customers will be to post. Think clean lines, cohesive colors, and Instagram- or TikTok-worthy styling.
• Make sharing effortless. Include a branded hashtag and social handles prominently on thank-you cards so customers can easily tag you.
• Incentivize posting. Offer a discount or giveaway entry for customers who post unboxing photos or videos with your tag.

When customers do tag your business, respond promptly with genuine appreciation and repost their content on your channels. This builds community and encourages even more sharing! 

You’ve worked hard to make the sale, but your customer’s journey is just beginning. While product quality absolutely matters, how customers receive and perceive your scented creations can make or break their experience with your brand.

A memorable unboxing experience transforms a simple delivery into an emotional moment that they remember, share, and return for. It’s marketing that works long after the box is opened, turning satisfied customers into enthusiastic advocates who fuel your business growth.

Take time to craft an unboxing experience that feels authentic to your brand. A handwritten note costs pennies but creates priceless goodwill. Thoughtful packaging choices elevate perceived value without breaking the budget. Your customers will notice the difference and your business will feel the impact!