How to Price Your Candles for Profit (2025 Guide)

Pricing can make or break your candle business. We’ve seen too many incredible candle makers burn out (pun intended) because they weren’t charging enough to stay profitable.

In this guide, we’ll show you exactly how we price our candles—including our formulas, examples, and common mistakes to avoid. This is the same strategy that helped us grow Garsnett Beacon Candle Co. from a weekend hobby to a six-figure business.

🎧 Want to go deeper? Listen to our podcast episode #004: You’re Priced to Fail

Why Pricing Matters

If you undercharge, you’ll always feel behind. If you overcharge without offering value, you’ll struggle to convert. The sweet spot is understanding both your costs and your target customer’s expectations.

We’re not fans of the old “3x rule” because it often leaves you with razor-thin margins and no room for growth. Instead of one-size-fits-all, we teach a margin-first approach that’s built to last.

Our Candle Pricing Formula (Flexible Approach)

We recommend most candle makers start by aiming to price their candles around 5× their total cost, but that’s not a hard rule. What matters most is understanding your margins and whether they can support your business goals.

Here's an example breakdown. (New to pricing? You might want to start with our How to Start a Candle Business guide if you haven't already.)

• Wax + fragrance + wick + jar + label + lid + box = $5.50 total cost

• Retail price: $26 (which is just under 5× the cost)

For wholesale, divide your retail price in half:

• $26 ÷ 2 = $13

This model gives you space for:

• Profit margins

• Room for discounts and bundles

• Wholesale scalability

• Paid ads and shipping

✅ Need help calculating your costs? Download our Ultimate Checklist which includes supply tips and tool links.

What to Include in Your Costs

To price properly, you must know your Cost of Goods Sold (COGS). (Not sure what you need to get started? Check out our full Candle Making Supplies Checklist.)
Here’s what to include:

• Wax (per candle weight)

• Fragrance oil (by % load)

• Wick + jar + lid + label

• Shipping supplies (boxes, fill, tape)

• Product labels, safety stickers

• Packaging (tissue, gift box, insert)

If you're guessing, you're underpricing.
Use tools like Inventora to track your cost per candle accurately.

How We Price Our Candles at Garsnett Beacon

Here’s a real example from our store:

• 10 oz Candle

  • Cost: $5.50

  • Retail: $26

  • Wholesale: $13

We also offer a “Buy 3, Get 1 Free” bundle. Even with that promo, we remain profitable due to our healthy margins.

It’s tempting to price lower when you’re starting out, but you’re training your customers to expect discounts. Instead, start with fair pricing and communicate your value through your branding and storytelling.

Common Pricing Mistakes (and How to Avoid Them)

Mistake #1: Pricing based on competition
Don’t guess based on what others charge. You have no idea what their costs are—or if they’re profitable.

Mistake #2: Not charging for packaging
That cute label, ribbon, and kraft box? It all adds up.

Mistake #3: Ignoring your time
Yes, your time matters. Especially as you scale. If your pricing doesn’t allow you to eventually hire help, it’s time to raise your prices.

Mistake #4: Not adjusting for market/channel
You might charge more at retail than on Etsy, or offer bundles at craft fairs. Just keep your base cost per candle consistent.

Should You Offer Discounts or Bundles?

Yes—but only if your margins allow.

Our favorites:

• Buy 3, Get 1 Free (boosts average order value)

• Free shipping over $50

• VIP discount codes for email subscribers

All of these work because our pricing structure supports them.

Tools That Help You Price Smarter

• Inventora – Tracks inventory and cost per candle

• Shopify – Syncs your product prices and discounts easily

• Candle Business PRO Membership – Includes templates, workshops, and coaching on pricing

Bonus: Want More Help With Pricing?

Looking for hands-on help calculating your numbers or creating a pricing strategy that actually works for your products and audience?

Inside the Candle Business PRO Membership, we dive deeper into:

• Profit margin examples

• Product bundles and value stacking

• Seasonal pricing strategy

• Real-world pricing audits during Office Hours

Members also get access to a customizable pricing calculator tool, training replays, and live Q&A support.

Ready to Price With Confidence?

1. ✅ Download the Ultimate Candle Supply Checklist

2. ✅ Join our Facebook Group for support

3. ✅ Become a Member of Candle Business PRO and get pricing support, templates, and Q&A access

Pricing is the foundation of your business. Nail this early, and everything gets easier—from scaling wholesale to running promos without panic.

We’re here to help you build a candle business that lasts.

—Sabastian & Chad