How to Start a Candle Business: Subscription Boxes, Sales Slumps & Selling Without Feeling Pushy

How to Start a Candle Business: Subscription Boxes, Sales Slumps & Selling Without Feeling Pushy

Hello — I’m Sabastian from Candle Business PRO. If you’ve ever wondered how to start a candle business and move past the guesswork, this guide is for you. In this post I answer three real questions I get from makers every week and share practical, no-fluff strategies you can implement immediately: how to set up and run a candle subscription box, how to diagnose what’s not working in your business, and how to sell at markets without feeling like you’re harassing people.

Why This Guide Matters if You Want to Know How to Start a Candle Business

When people ask me how to start a candle business, they’re usually juggling the same concerns: product quality, pricing, fulfillment, marketing, and whether a new idea — like a subscription box — is worth the time. Over the years we’ve built a business that includes e‑commerce, wholesale, private label, three retail stores and market sales. The methods shared here are the things that actually move the needle for us and for the dozens of makers I coach. Read on and you’ll find clear, repeatable steps, scripts, and checklists to implement right away.

Quick Overview: What We’ll Cover

• How to start a candle business with a subscription box that retains customers
• How to audit your sales channels and identify what’s not working
• How to sell at markets confidently without feeling pushy
• Templates, pricing examples, shipping tips, and scripts you can copy
• Actionable checklist and FAQs to help you plan next steps

Part 1 — Candle Subscription Boxes: Is a Subscription Worth It?

If your question when learning how to start a candle business includes whether subscription boxes are worth it, the short answer is: they can be, but only when set up thoughtfully and marketed to the right audience. Below I’ll break down exactly how we run our “Candle of the Month” subscription, pricing, launch cadence, fulfillment, retention strategies, and common pitfalls to avoid.

Why we created a candle subscription

Subscription boxes are a predictable revenue stream when they work. We launched our candle subscription in May (two years ago) as a way to create recurring cash flow, build customer loyalty, and provide giftable options for buyers who wanted hassle-free presents for holidays, birthdays, and anniversaries. If you’re learning how to start a candle business, offering subscriptions can make your revenue more predictable—but it’s not a silver bullet. It’s a product that requires a customer base and repeatable systems.

How our subscription works (exact setup)

• Product: A brand-new, never-before-released candle each month.
• Release cadence: Subscribers receive the candle on the 1st of the month. The candle is released to the public on the first Friday of the month as a mini-event.
• Subscription options: Month-to-month auto-renewals, six-month prepaid, and 12-month prepaid.
• Discounts: Month-to-month subscribers receive 10% off the retail price; six-month prepay also gets 10% off and prepaids for a year receive 15% off.
• Shipping: Flat rate $5 per shipment unless the order is over $100.

When someone signs up month-to-month, they’re charged the discounted price plus shipping on the first of the month. If they prepay six months, they pay shipping upfront for those six months; if they prepay a year, the shipping is collected upfront for the 12 shipments. Make sure your checkout system handles shipping properly — I learned this the hard way after accidentally giving 11 months of free shipping due to a configuration error.

Why we release to subscribers first

By releasing to subscribers on the 1st and to the public on the first Friday, we accomplish several things:

• Create exclusivity and a sense of membership for subscribers.
• Build anticipation and promotion time for the public drop.
• Leverage the “first Friday” mental trigger — many shoppers get paid mid-month or on the first, so timing matters.

This cadence also helps with inventory planning and forecasting if you’re figuring out how to start a candle business with limited production capacity.

Pricing and discount strategy

Here’s the pricing logic we use, laid out so you can adapt it to your brand when learning how to start a candle business:

• Retail candle price: $26
• Month-to-month discount: 10% off → $23.40 before shipping (example)
• Six-month prepay discount: same 10% discount; six months shipped pre-paid
• Twelve-month prepay discount: 15% off; shipping prepaid for all 12 months

We intentionally keep the discount for month-to-month and six-month customers the same. The 12-month commitment gets the better rate. That approach encourages longer-term commitments without drastically reducing margins for shorter subscriptions.

What to charge for shipping (and common mistakes)

Shipping is one of the trickiest parts of subscriptions. Here’s what to watch for:

• Always configure shipping to bill every recurring charge — otherwise you might only charge shipping on the first transaction.
• Decide between charging per shipment or offering free shipping with minimum order thresholds (we charge $5 flat to keep it simple).
• If offering prepay, collect shipping for the full term upfront so you’re not unexpectedly carrying shipping costs later.

Mis-configured shipping can eat into your margin fast. I’ve seen many makers give away months of shipping unintentionally. If you’re learning how to start a candle business, double-check subscription app settings and run test transactions.

Which apps and platforms to use

We run our subscription through an app that integrates with Shopify (we use Appstle). Whatever you choose, make sure it:

• Supports different billing intervals (monthly, six-month, yearly)
• Handles shipping charges correctly for recurring payments
• Allows members to pause or cancel easily — this improves retention

When setting up tech, test thoroughly. Do test checkouts, verify shipping, and simulate cancellations and pauses.

Who buys subscription boxes and how to sell to them

One of the most important lessons I’ve learned about subscription boxes while helping people learn how to start a candle business is this: customers rarely discover a candle subscription and commit to a year-long plan unless they already know and love your product. The perfect subscription buyer is usually:

• An existing customer who’s purchased and liked your candles
• Someone buying subscriptions as gifts — holidays, birthdays, anniversaries
• A loyal fan who wants to be surprised and enjoys novelty

Therefore, your subscription marketing should focus on existing buyers. Collect emails, build your list, and promote the subscription to people who already trust you. Running broad paid ads for a subscription product usually underperforms because people are hesitant to commit to a recurring purchase from a brand they’ve never tried.

Promotional strategies for maximaizing subscribers

• Promote subscriptions heavily during the holiday season — these are perfect gift options.
• Create anticipation with monthly themes or limited-edition scents so subscribers feel they’re getting something unique.
• Use early-access and exclusive perks (e.g., members-only discounts on other products).
• Ask for referrals — often subscribers will recommend the box as a gift idea.

Think of subscriptions as a relationship product: it’s less about acquiring a stranger and more about deepening a relationship with someone who already bought or interacted with your brand.

Part 2 — How to Determine What’s Not Working in Your Business

No one starts learning how to start a candle business expecting to guess wrong sometimes. The key is knowing how to audit your business, measure results, and decide where to double down or cut losses. If you’re under $30K a year after several years, that’s not a failure — it’s data. Here’s a step-by-step framework I use with clients to identify what’s not working.

Step 1: List every revenue stream

Create an itemized list of every way your business earns money. Typical example list for candle makers:

• E-commerce (Shopify or website)
• Market events / craft fairs
• Wholesale (stores, distribution platforms like Faire)
• Consignment
• Private label / contract manufacturing
• Subscriptions
• Brick-and-mortar retail (your own shops)
• Fundraiser programs or corporate gifting

If you’re figuring out how to start a candle business, documenting every revenue stream gives you a clear picture of where the money is — and where it’s not.

Step 2: Set expectations and projections for each channel

For each revenue stream, write down realistic expectations. Be specific: how many accounts, how much revenue per account, how often will you sell, and how much time will you put in. Don’t guess in broad strokes — set numbers. Example for wholesale:

• Goal: 3 new wholesale accounts per month
• Average order estimate: $400 per account
• Projected monthly wholesale revenue: 3 × $400 = $1,200
• Projected annual wholesale revenue: $1,200 × 12 = $14,400

Set expectations clearly for markets: how many markets per month, expected sales per market, break-even costs (table fee, travel, staffing), and net profit. For online stores, track conversion rates, average order value (AOV), cost to acquire a customer (CAC), and repeat purchase rates.

Step 3: Track the inputs — and the outputs

Don’t just track revenue. Track the effort. If wholesale required 20 hours of outreach and resulted in $2,000 of orders, that’s different than 5 hours for the same results. Inputs include:

• Hours spent (outreach, markets, production)
• Ad spend and marketing costs
• Product costs and packaging
• Staffing and fulfillment time

Understanding the true cost of each channel allows you to compare apples-to-apples and see what’s truly profitable.

Step 4: Compare results against projections

At the end of your chosen timeframe (quarterly or yearly), compare actuals to projections. If you expected $20,000 from markets and got $8,000, evaluate why. Was foot traffic down? Were you in the wrong markets? Were your prices mismatched for that audience? If you expected $5,000 from the website and got $20,000, you found a winner.

Ask the right questions

For any channel that underperformed, ask:

• Was my projection realistic?
• Did I put in the expected effort?
• Is the channel optimized? (product photos, product descriptions, merchandising)
• Are external factors at play? (seasonality, market saturation)
• Is the channel scalable or too resource-intensive for the return?

When to cut a channel — and when to invest more

If after a fair test period you’re still below expectations and the channel is draining resources with little upside, cut it. Redirect that time and money to the channels that produced the best ROI.

Conversely, if a channel exceeded expectations with reasonable effort, double down. Scale the activities that worked: more markets, more wholesale outreach, more product lines for your best-selling categories.

Wholesale: the consistent scaling lever

Wholesale is a channel many makers underestimate. It requires outreach and relationship-building, but it is a reliable way to scale revenue without the daily grind of DTC marketing. A few practical wholesale points:

• Don’t rely entirely on marketplaces like Faire or Abound — they have algorithms and competition. Use them, but pair with direct outreach.
• Cold outreach works when done consistently: targeted emails, phone calls, and samples.
• Know your kicker metrics: average order value, reorder frequency, lead-to-account conversion rate.

For those learning how to start a candle business, wholesale is worth adding to your strategy if you enjoy outreach and can handle consistent production.

How we evaluate a channel in practice

Here’s a quick evaluation table you can use for each stream (write it down or use a spreadsheet):

• Revenue this period
• Hours invested
• Direct costs (materials, shipping)
• Indirect costs (advertising, staffing)
• Net profit
• Scalability (low/medium/high)
• Strategic fit (yes/no)

If net profit is low but scalability is high, decide if you can improve margins or automate. If net profit is low and it’s not scalable, cut it.

Part 3 — Selling at Markets Without Feeling Pushy

Markets are one of the most common ways people learn how to start a candle business — they offer direct customer interaction, immediate feedback, and cash flow. But a lot of makers feel awkward asking for a sale. Here’s how to sell confidently, convert more customers, and keep your integrity.

Create a product and booth that sells itself

Make the product and the booth experience so compelling that customers are drawn in naturally. What that looks like:

• Clear, attractive displays where scents are grouped by family (citrus, floral, woodsy, spice)
• Opportunities to smell — testers at the front, unscented space behind
• Clean, well-organized packaging that communicates quality

When customers can quickly find a scent family they like, it removes friction. If you’re figuring out how to start a candle business, invest in display and scent organization early — it pays off in higher conversions.

Use a single-question opener that gets customers engaged

The best sales approach at markets is conversational, not pushy. Use one simple question as your opener: “What scents do you gravitate toward?”

This question does three things:

• It gets them thinking about scent preferences instead of triggering a defensive “I’m just looking.”
• It helps you position the right candles in front of them quickly.
• It opens a friendly conversation and signals that you want to help, not just sell.

After they answer, point them to the appropriate testers: “If you like floral, this cluster over here will be great.” Watch their body language as they smell; their facial expression will tell you instantly if they like it.

Recognize buying signals and respond naturally

Buying signals include leaning in, smiling, prolonged sniffing, or comparing multiple candles in the hand. When you see these, it’s fine to introduce a value-based offer rather than a hard ask. Example line: “Just a heads up — today we’re running buy 3, get 1 free and you can mix and match.”

This kind of statement is effective because it’s informational, not pressuring. It frames the purchase as a smart move, not a sales tactic.

Market promotions that convert

• Buy 3, get 1 free — drives higher AOV and is easy to explain.
• Bundle deals (e.g., candle + mini room spray + matches) — perceived value increases.
• Limited time or “market-only” scents — exclusivity creates urgency.

Use promotions sparingly and purposefully. If every market has the same deal, the signal weakens. Use a mix of evergreen and market-exclusive offers.

When price is the objection

Customers will often have a price expectation. If they want to spend $20 and your candles are $26+, it doesn’t mean you did anything wrong. A few tips:

• Explain quality: wax type, fragrance load, burn time — these are facts that justify price.
• Offer alternatives like smaller sizes, sample tins, or bundled deals.
• Don’t lower your prices on the spot. Lowering price erodes perceived value and makes future pricing conversations harder.

Scripts you can use at markets

• Opener: “Hi, welcome! What scents do you gravitate toward?”
• When they sniff and like one: “You have great taste — if you want to save, our buy 3, get 1 free is a popular option today.”
• If they hesitate: “Are you buying this for yourself or a gift? I can suggest a scent that’s safe for gifting if it’s for someone else.”
• If price objection: “I hear you — our candles are crafted to burn longer and provide a cleaner burn, which is why they’re priced at this level. We also offer smaller sizes if you’re looking for a lower price point.”

Part 4 — Tools, Systems & Templates You Can Use

If you’re serious about how to start a candle business and want systems that scale, here are the tools and templates we use and recommend — plus editable scripts you can copy for wholesale, subscriptions, and markets.

Essential tools

• Shopify (or your preferred website platform) — central hub for DTC sales
• Subscription app (Appstle or similar) — handle recurring billing and shipping
• Inventory and COGS tool (we use Inventora) — track raw materials and true cost
• Professional melter brand for production (example: ToAuto Melter) — reliable equipment reduces downtime
• POS for retail and markets — keep sales and inventory in sync

Subscription email template

Use this when promoting subscriptions to your existing customer list:

Subject: Give the gift that keeps giving — Candle of the Month 🎁

Hi [First Name],

This year we launched our Candle of the Month — a limited-edition candle released exclusively to subscribers on the 1st of every month. Each candle is a never-before-released scent we design just for members. Subscriptions make perfect gifts for holidays, anniversaries, or for treating yourself.

Choose month-to-month (10% off), six months (10% prepaid), or a full year (15% prepaid) — shipping is included at $5 per month. Subscribers get first access on the 1st and we release the candle to the public the first Friday of the month.

Join today and we’ll include a welcome candle in your first shipment.

Warmly,

[Your Name]

Wholesale outreach email template

Subject: Wholesale opportunity — [Your Brand] hand-poured candles

Hi [Retailer Name],

My name is [Your Name] from [Brand]. We make hand-poured candles with clean-burning wax and unique scent blends. I’d love to send a small sample pack and wholesale catalog for your store. Our average retail price is $26 and our wholesale terms start at [X].

We’ve helped local retailers increase per-customer basket size with our curated gift displays and simple reorder program. Are you open to a quick conversation? I can send a sample this week.

Thanks,

[Your Name]

Market checklist

• Bring testers grouped by scent family
• Have a clear sign showing the price and any promotions
• Bring small carry bags and business cards
• Have a sign-up sheet or tablet to collect emails
• Plan staffing shifts so you’re never too tired to sell
• Bring extra stock, receipts, and a card reader

Part 5 — Scaling: When and How to Expand

Scaling requires different decisions than starting. You might be asking, “I know how to start a candle business — when should I invest in wholesale, hire help, or open a store?” Here’s how to think about scaling.

Follow the money and time

Scale the channels that give you the best mix of time and money. If wholesale gives you a predictable $X/hour and you can hire someone to handle reorders, that’s often a better long-term lever than doing more one-off markets.

Staffing and delegation

When you start spending your time fulfilling orders rather than growing revenue, it’s a sign you need help. Consider:

• Part-time fulfillment help
• Someone to attend markets and manage retail pop-ups
• A VA to handle wholesale outreach and emails

Investing in the right people allows you to focus on growth channels like product development and wholesale partnerships.

Private label and brand partnerships

Another way to scale is private label work for other brands — artists, bands, local businesses, podcasts — who want candles with their branding. Private label can bring in big single orders and establish relationships with repeat corporate customers. If you’re learning how to start a candle business with an eye to growth, consider private label as a higher-margin B2B option.

Opening retail stores — pros and cons

Two things to know about brick-and-mortar:

• Pros: higher AOV, brand control, direct customer relationships, marketing hub
• Cons: fixed costs (rent, utilities, staffing), operational complexity

We operate three stores. They’re fantastic for branding and revenue, but each new store required a decision about whether we were prepared to manage more hours and complexity. If you’re scaling, be honest about whether another retail location will stretch your resources too thin.

Part 6 — Common Mistakes and How to Avoid Them

If you’re learning how to start a candle business, avoid these common mistakes that slow growth and reduce margins:

• Not tracking COGS properly — know your unit economics
• Miscalculating subscription shipping — test recurring payment flows
• Running generic ads for subscription products — target existing customers instead
• Lowering prices reactively at markets — it trains customers to expect discounts
• Trying every sales channel at once — prioritize, test, and measure

Most mistakes are fixable. The key is to measure, learn, and adapt.

FAQ — Your Questions About How to Start a Candle Business

Q: Is a subscription box a good first product if I’m trying to learn how to start a candle business?

A: Not as a first product. Subscriptions work best once you have an audience who knows and trusts your brand. Use subscriptions to deepen relationships and increase lifetime value after you’ve validated product-market fit.

Q: What’s a realistic timeline for seeing results from wholesale?

A: Wholesale is a medium-term play. You can land accounts in a few weeks with fast outreach and follow-up, but building a reliable wholesale channel usually takes consistent outreach over 3–12 months. Track your close rate and scale outreach accordingly.

Q: How often should I run a market promotion?

A: Use promos strategically. Frequent promotions erode perceived value. We run market-specific deals occasionally (e.g., buy 3, get 1 free) and rotate offers to keep regular customers engaged.

Q: Should I run ads to attract new subscribers?

A: Not typically. Running ads for subscriptions to cold audiences is low ROI. Instead, use ads to acquire one-time buyers, then promote subscriptions to that audience through email and retargeting.

Q: How do I price my candles when starting out?

A: Price based on your true cost of goods sold (COGS), overhead, and the market positioning you want. If you want to be premium, price higher and explain the value (ingredients, burn time, packaging). If your COGS are high, find ways to reduce materials or increase AOV through bundles.

Q: How many scents should I start with for markets?

A: Start with a manageable set — 8–12 core scents across scent families (citrus, floral, wood, spice, clean). Too many scents can overwhelm customers; grouping by family helps them choose faster.

Q: Should I offer smaller sizes for price-sensitive shoppers?

A: Yes. A smaller tin or votive at a lower price point can capture customers who might otherwise leave. It’s a great entry point and often leads to repeat purchases of full-size jars.

Q: How do I prevent subscription churn?

A: Offer flexibility (easy pause, skip, or cancel), provide perceived value with members-only perks, and communicate in advance about upcoming scents. Engagement reduces churn.

Q: How can I reduce shipping surprises with subscriptions?

A: Collect shipping charges up front for prepaid subscriptions, test recurring billing flows, and monitor transactions in the first months after launch to ensure shipping is being charged correctly.

Q: What’s the single best piece of advice for someone wanting to know how to start a candle business?

A: Start small, track everything, and focus on one revenue channel until you can scale it. Whether you choose markets, wholesale, or DTC, be deliberate: set projections, measure inputs/outputs, and iterate.

Action Plan: First 30, 60, 90 Days

Here’s a concrete plan if you’re serious about how to start a candle business and want to move from ideas to revenue:

First 30 days

• Choose your core product line (8–12 scents)
• Calculate true COGS and set prices
• Set up Shopify or your chosen platform and test payments
• Plan one local market and gather display supplies
• Gather emails at every opportunity — set up a simple email sign-up system

Days 31–60

• Run 2–4 outreach emails to local retailers with samples
• Do 2–3 markets and test pricing and promotions
• Start an email welcome series for new customers
• Decide whether to pilot a subscription (invite existing customers first)

Days 61–90

• Analyze results: which channels performed best?
• Double down on the winning channel (more markets, more wholesale outreach, or ads to cold traffic for DTC)
• Refine production planning and hire help if production is a bottleneck
• Plan a holiday promotion or a special subscription push if it’s nearing holiday season

Closing Thoughts — Your Next Steps for How to Start a Candle Business

Learning how to start a candle business is a journey that mixes creative product development with practical systems and consistent outreach. Subscriptions can be powerful when targeted at your existing audience; wholesale can scale your revenue with consistent effort; and markets can give you immediate customer feedback and cash flow if you approach them with a strategy rather than pressure.

If you want to keep going, join our free Candle Business PRO community to swap ideas with other makers and get direct feedback on your pricing, scent lineup, and subscription offers. Ask the questions you’re stuck on — and then schedule focused time to test the strategies you pick.

Want a checklist to get started? Use the market and subscription checklists in this post as your starting point, and remember: the clearest way to learn how to start a candle business is to pick one channel, measure it honestly, and iterate.

Good luck — and if you’ve got a question you want me to answer next, drop it in the comments of the community or send it our way. I’ll be glad to help you grow.

Final note

Every maker’s path to learning how to start a candle business is unique, but the fundamentals are the same: know your costs, track results, and prioritize the channels that give you the best return on your time and money. You’ve got this.