Marketing Plan for a Candle Sales Business

640 Words3 Pages
Marketing Plan
Target Market
The prime target market for candles is women with families. "As one of life's little luxuries, candles are purchased at about the same rate across all income levels, among all ethnicities, and at all educational levels. Now, don’t be fooled because men love candles as much as women, however key demographic factors distinguish the candle buyers to women, aged 45 years and under, many that head families with children. There is also an increasing number of different cultural couples and families making candle purchases. This proves that with these findings come new elements with baby boomers creating a predictable pattern of home and family spending. These lifestyle changes can only mean increased growth in the candle industry.

Market Size & Share Estimate
Candle sales in the U.S. are estimated at roughly $2.3 billion a year, but this does not include accessories such as glassware, holders and more. For comparison, the U.S. computer industry has annual revenues of about $86 billion, (White, n.d.) again making the candle industry appears small in scale. Candles are a highly discretionary purchase and sales are greatly influenced by economic climate. Roughly one-third of all candle sales take place during any given holiday season (Easter, Christmas, etc.). Approximately 35% of candle sales occur during the Christmas/Holiday season. Non-seasonal business accounts for approximately 65% of candle sales.

There are more than 400 commercial, religious and institutional manufacturers of candles in the United States, in addition to scores of small craft producers for local, non-commercial use.
Candles are principally sold in three types of retail outlets: specialty or gift shops; department and home décor sto...

... middle of paper ...

...s of assorted candles (jars & individually wrapped), sconces, incense, tea-lights, tarts and candle accessories. This will occur through both retail (brick and mortar) and online sales. Online sales can provide easy access to reorders and new customers who live in various parts of the world. The retail store will provide our local customers a way to see, smell and touch the candles before they buy, as well as bringing in containers from their homes that can be refilled.
Promotion is a final step and can be easily marketed through local advertising in newspapers, flyers, school events, county fairs, churches, in home parties or celebrations; all occasions for the marketing of our candles. Once our company is established, along with returning customers, and increasing referrals we should not have any problems with increasing revenue; as candles are always in demand.

More about Marketing Plan for a Candle Sales Business

Open Document