Where to sell your candles: finding the right sales channel

This article was updated April 2024.

You’ve probably thought a lot about where or how to sell your candles, but with all the different sales channels out there it can be hard to know where to start. Each has benefits and potential challenges. So let's find the right channel, or combination of channels, that fits your goals.

There are three main channels to consider:

• Your website or a retail online marketplace like Etsy
• Farmers markets, craft fairs, festivals, or other in-person events
• Wholesaling to gift shops and boutiques (locally and beyond)

Many successful businesses begin with one channel and then switch to a multi-channel approach to diversify revenue streams and grow their profitability.

Online retail has some big advantages, including low startup costs, wide geographic reach, and flexibility. And with so many new platforms and tools available, online stores and websites are easier than ever to launch and manage

Here are a few options to explore:

As the top marketplace for creative entrepreneurs, Etsy gets your candles in front of lots of people fast. You can post your candles, or any other product, for a $0.20 listing fee and 9.5% selling fees. Etsy sellers reach a worldwide market of over 90 million active buyers, sales routinely reach into the billions of dollars each year, and handmade candles are a popular seller.

Suggested Target Market: Mid-market to high-end
 

Social media can help you market your business, but you can also use it to directly sell to customers. Here are two options to get started:

• Facebook and Instagram: By connecting your website and Meta account, you can tag products in Facebook and Instagram posts so that customers can purchase directly through the apps. Or experiment with Facebook Marketplace, a Craigslist-like mobile interface to buy and sell locally.
• Pinterest: You can integrate your Shopify store with Pinterest to make direct sales through “Buyable Pins.”
• TikTok Shop: The latest social media marketplace, TikTok Shop is available to business accounts on the platform and facilitates buying through lives, videos, and more.

Suggested Target Market: Mid-market to high-end

Creating a website isn’t as scary as it sounds. It gives you control over your own platform and can increase your profitability. Even if you aren’t a tech guru, you can design a site easily and inexpensively with one of these platforms:

• Shopify: You can create a custom online store, take credit card orders, purchase shipping labels, keep a blog, add social media channels, and integrate plug-ins to grow your business. Another bonus, Shopify has lots of learning tools.
• Squarespace: Great for creative entrepreneurs who want to emphasize photos and beautiful visual aesthetics. You can also integrate an online store.

Suggested Target Market: Mass-market, mid-market, or high-end

Are you more of a people person? Selling your candles at markets and craft shows has two huge advantages over selling online: personal rapport and the full product experience. You can interact with customers, receive helpful feedback, and they can see, touch, and smell your candles before making a purchase. Most likely you can find great options nearby through a farmers market, craft fair, or festival.

Here are a few places to consider:

Farmers markets are a casual way to step into the world of in-person selling, and there’s probably one near you. Check out the National Farmers Market Directory, or learn more about selling at farmers markets from Shopify.

Suggested Target Market: Mass-market to lower-mid-market

Like farmers markets, craft shows, fairs, and festivals are a way to make direct sales and get valuable feedback. Search for nearby events through Festival Net, or at your local chamber of commerce’s website. Social media platforms like Facebook and Instagram can be a great resource for finding local craft fairs, too. Learn more about selling at craft fairs from Etsy.

Suggested Target Market: Mass-market, mid-market, or high-end

Wholesaling is when you sell your candles in bulk to retailers for resale at a markup. You can diversify your income streams and conveniently sell in volume to one client, reach a wider customer base, and get valuable feedback on what sells best.

Successful wholesaling takes “shelf-ready” products and a professional brand. When finding potential retail partners for your wholesale candles and pitching your candles to retailers, it helps to create a sampler set, a line sheet or product catalog, order forms, and marketing displays and materials. It’s also time to get comfortable with large-scale candle production, correct wholesale pricing, and minimum order amounts (i.e., selling two dozen candles or more at a time).

Try these options to get started:

Local shops are a good introduction to the world of wholesaling. Get to know store owners and their product lines, share your brand and products, and keep in touch. Once you gain wholesale experience working with local shops, consider expanding to shops in other states.

Suggested Target Market: Mid-market to high-end

Boutiques are another fantastic way to wholesale your candles and are a better fit for a high-end target market. A professional, luxurious presentation for your candles is crucial when targeting boutiques.

Suggested Target Market: Upper mid-market to high-end

These platforms allow shops to discover products through searches and algorithmic recommendations. Wholesale marketplaces save you time researching, making contact lists, and pitching. You might even receive inquiries from shops that weren’t on your radar! However, you often pay commissions on sales made through these connections, in some cases as much as 25% of an order. The best-known online wholesale marketplace is currently Faire. 

Suggested Target Market: Upper mid-market to high-end

Wherever you choose to begin selling your candles, remember to focus on your brand story, stay enthusiastic, and remain committed to the journey.