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Oddity Inc.’s Susan Williams suggests beautifying your candle department by adding candle rings and other accents to generate multiple sales this season.
Here are a few ideas you might want to incorporate into your spring and summer displays to give your customers ideas for adding style to their favorite fragrance, according to Williams.
One—an all time favorite for transforming an ordinary jar candle into a fabulous home accent is to simply setting a seasonal candle ring at the base. For a larger centerpiece, layer two candle rings for depth and dimension. A lamp shade adaptor available from Oddity turns an ordinary jar candle into a home accent.
Two—create eye-appeal with gorgeous glass holders. Suppliers like Oddity offer every size, shape and color of glass vase that will help transform a plain space into a romantic spot. Here’s how: Select three, four or more vases that are different heights. Fill each one with decorative pebbles, balls or botanicals, and set pillar candles inside.
Three—beautiful centerpieces and table settings can create lasting impressions and memories. Height and dimension are key in a fabulous “table-scape.” Hint: Turn pans or boxes upside down, place on the table and cover with an appropriate table covering. Set a large lantern and pillar (or two) in the center of the table. Drape garlands around and from the lantern and throughout the table-scape. Finish the look by scattering decorative balls and botanicals around the table.
Four—give customers ideas and generate multiple sales. Candle rings can be displayed in a variety of ways throughout your store. Hang them on hooks or pegs on a wall, fill a basket or suitcase with different styles and display them with candle holders. Candle rings also double as small wreaths, curtain tie-backs and napkin rings.
Five—add height to fragrance displays: Create a vertical display using candles and complementary merchandise throughout your store. For example, find an old stepladder and create a display unit stacking old wooden crates or boxes (make sure they are stable enough to hold products.) Use the steps of the ladder or the inside of the crates to design fragrance displays. Customers will enjoy your creative displays and reward you with sales. This is a perfect idea for an awkward corner or unused area on your floor plan
Six—decorative balls, botanicals and faux fruit are perfect candle accents. These inexpensive “add-ons” will add the finishing touches to candle displays. Fill the bottom of an uneven glass vase or tray with some sand to secure a candle, set a candle on an ordinary tray and scatter botanicals around the candle to create a candle garden.
Seven—add battery operated pillar and tea light candles to your candle department for customers who worry about the open flame of a candle. Now you and your customers can enjoy the flicker of candlelight in spaces not possible before with battery operated candles.
Williams also sees potential profits in the growing flameless fragrance category. “Flameless fragrance is an exciting newer category in the gift industry. Candle warmers, battery charged candles, scent sticks, lighted lamp rings, just to name a few, are growing in popularity and sales. Savvy retailers will recognize this trend and add a variety of these products to their fragrance department. Create a sign ‘A Flameless and Fashionable Way to Fragrance’ and display these products together. Introduce some of these flameless beauties into your store this upcoming holiday season to see if your customers respond to the new trend. They will appreciate the options and thank you with repeat sales.”
According to various candle sources, these candle trends are surfacing:
• As busy people simplify their lives, they seem to want a few large candles, rather than a lot of little ones. As a result manufacturers are shifting from impulse gifting to a focus on home décor.
• Enormous candles are now one of the many popular “niche” markets.
• Jar candles have expanded from their traditional venues in the kitchen or bath to every room in the house.
• Consumers use candles to create a cozy space within the home.
• You will see a lot more outdoor candles (decorative citronella) used primarily for decks and patios. Large candles with rope wicks, so the wind won’t blow them out.
• A growth in the use of innovative candle textures and shapes.
• “Illuminating” candles that have high wax walls and recessed wicks, that when burned, light up like hurricane lanterns.
• Layered fragrances within a single candle.
• Mood as well as food fragrances still remain popular.
• Individual candles with fragrances designed to be burned together, so the consumer can personalize the fragrance.
> more Candles, Personal Care, Scented Products articles
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