Which sales channels should you choose to market your candles?

Before defining your sales channels, it is essential to master your production. Making handmade candles requires essential materials, such as wax, wicks, fragrances and containers, which Terre de Bougies provides.

Offline sales: create a connection with your prospects/customers

Now that you know the candle market is a profitable and accessible business, developing your physical presence allows you to create an authentic and lasting connection with your customers. It's also a concrete way to bring your sensory world to life and generate impulse sales while strengthening your local reputation. Here are some ideas for expanding your brand beyond the screen.

Local markets / Craft fairs / Pop-up shops: the affordable boost to selling your candles

Local markets, craft fairs, and pop-up stores are essential playgrounds and prove to be an excellent way to develop your customer base and build a network. What's more, these events are accessible based on their influence and popularity, so why not take advantage of them? Favor peak periods (Christmas, Mother's Day, fall) and avoid the intense summer heat, which can damage your fondant or melt your candles.

Always consider providing a point of contact (business card, QR code to your social media, website, etc.) so that your customers can easily find you after the event. This will build customer loyalty and increase your chances of adding them to your database.

Local resellers: a presence without a window

Using resellers is also an interesting sales channel, especially if you don't have a physical store. This allows your customers to experience your creations and will bring you new prospects who will then place orders on your site. Build interesting long-term partnerships, set your terms, find common ground, and always remember to formalize the conditions you have set in writing.

Where to display your scented candles? Some partnership ideas:

• Florists : bouquets enhanced with indoor mists, melts, candles, etc.
• Concept stores : reaching lovers of decorative objects with creations in line with the store's universe.
• Beauty salons, spas, hotels : offer a complete sensory experience and extend the well-being experience at home.
• Hairdressers and wellness salons : the olfactory atmosphere reinforces relaxation and attachment to the brand.

Consider formalizing each collaboration with a clear agreement on margins, deposit and recovery conditions to secure your partnership.

Private sales: creating a privileged experience

Offer your customers/prospects a unique experience by inviting them to a welcoming space: your home, a cozy café, a sunny terrace, or even a host's home ready to welcome you for sensory workshops or private sales. In a welcoming atmosphere, your visitors will benefit from personalized advice and discover your new products. These special moments are ideal for encouraging spontaneous purchases while creating a strong and lasting bond with your community.

Physical store: an outcome… to be anticipated intelligently

Who doesn't dream of opening their own candle shop? Many entrepreneurs consider this step to be the ultimate accomplishment. However, it's important to remain realistic: the fixed costs are significant (rent, utilities, layout, and payroll costs if you hire someone), making it an ideal option only when your business is already stable and sustainable.

The real advantage of a boutique? Direct contact with your customers and the unique opportunity to introduce them to your fragrances. The sensory experience becomes your best selling point.

Online sales: a powerful and accessible tool

Selling online has never been easier... or more strategic. Thanks to digital tools, even independent creators can now reach a wide audience, build community loyalty, and grow their revenue without a physical store. E-commerce sites, social media, marketplaces, or newsletters: each channel has its own specificities, advantages, and opportunities. The key is to choose the ones that best fit your world, your customers, and your goals.

E-commerce site: a powerful and accessible tool for marketing your candles

With today's digital tools, launching your own e-commerce site is within everyone's reach. Depending on your goals, you can opt for a simple store or a more sophisticated site with advanced options. If you plan to manage this part of your project yourself and don't have technical experience building websites, we recommend choosing a turnkey website creation tool. There are more and more of these available today.

Social media has become a veritable interactive showcase and even a new sales platform. Social selling is the name given to this type of sales.

The most used platforms for shopping are Facebook, TikTok, Instagram, and Pinterest, with Facebook cited as the top platform by 46% of social shoppers, according to a study conducted by Hostinger.

Social networks: sell your creations by creating a community

Figures
According to a study by the Adyen platform, between 19% and 30% of French people reported having already made a purchase directly via social media in 2024. And the study goes even further. The overall influence of social media on the purchasing journey and purchase intent is even greater and can affect up to 60-70% of consumers, particularly through influencer recommendations and targeted advertising.

As you can see, not positioning yourself on these channels would be a mistake. To get started, start by creating an account and developing a community. Animate your networks regularly, offer contests, engage with your subscribers, and interact with them.

Sales via newsletters: a profitable channel

Often underestimated, email is one of the most profitable sales channels. A well-designed newsletter can build lasting relationships with your customers, boost repeat sales, and showcase your latest products without relying on algorithms.

• Qualified audience: your subscribers are already interested in your world, they are the ones who signed up.
• Advanced personalization: profile segmentation, recommendations based on previous purchases, birthday offers, etc.
• Easy automation: sending emails after an order, abandoned cart, soft reminders after several weeks of inactivity.
• Profitability: the cost of sending is low and the return on investment is often higher than that of social networks.

Tools like Brevo, Mailchimp, MailerLite, Omnisend, and Benchmark Email allow you to create visual, automated, and effective email sequences without needing to be a marketing expert. Affordable, they're perfect for getting started without breaking the bank.

Marketplaces: a launch pad to be used strategically

If you want to test your products on a wide audience, including internationally, and without technical investment, marketplaces are your ally.

General practitioners

And Amazon? It's a very large marketplace, potentially interesting once you've already built up some notoriety, so your offering isn't diluted among competitors. Additionally, commissions of up to 10% may apply.

Specializing in decoration and crafts

These platforms make it easier to gain exposure, but keep in mind that commissions can be high and competition is fierce. Use them as a springboard while building your own loyal customer base, but never as your sole sales channel, especially at the beginning.

And now that I have chosen my sales channels?

Now that you've chosen your sales channels, it's time to move up a gear: structure your sales strategy (offer, positioning, branding, value proposition, objectives). Because selling isn't just about being everywhere... It's about selling with meaning and consistency.

How do I structure my business strategy?

Launching your candle brand: a profitable and accessible market