TEXAS CANDLE SUPPLY
OCTOBER 2013
NEWSLETTER
With Fall and Winter, all of the Holidays (Halloween, Thanksgiving, and Christmas) generally make the market for us in the fragrance industry.
This newsletter is being written to help each and every one of you to realize and be aware of the trends that motivate buyers to do what we want them to do, BUY!
The marketing agencies that we utilize have sent several pieces of info that I feel will help all of us to have an exceptional season. A large amount of this info we know, but need to be reminded of, most are trends that we need to know to successfully market our products.
Holiday and Seasonal Candle Market Drivers
• Holidays and celebratory occasions are important drivers for candle sales.
• Approximately 35% of all candle purchases take place during the
Christmas / Winter holiday season.
• Halloween themed candle sales are achieving strong revenue growth.
– Home decorations are an important part of the holiday.
– Well-suited holiday for candle usage.
– Candle product trends toward autumnal,
Food-based scents.
– Halloween allows an extension of the Important Christmas buying season early into the fall.
Consumer interest in Halloween is branching out from costumes and candy to an array of sophisticated, giftable treats, with the emphasis on tabletop for entertaining. Staying close to home is in vogue.
Seasonal Trends
Consumer interest in Halloween is branching out from costumes and candy to an array of sophisticated, giftable treats, with the emphasis on tabletop for entertaining. Staying close to home is in vogue
Thanksgiving, although a popular celebration, is fading from the gift scene. In its place, truly seasonal rather than product for various holidays. Consumers respond strongly to décor that changes with the holidays, yet has longer use life than the few weeks’ run-up to a holiday.
· Christmas is still the granddaddy of all holidays, but here the trends are more notable for a changing retail landscape than dramatically different decorations.
· Early-but-subtle holiday promotions from mass merchandisers. “Cyber Monday” and double digit growth in on-line shopping, as well as the huge popularity of gift cards, are rewriting the Christmas rule book, taking shoppers out of the stores on Black Friday and bringing them back after Christmas to spend those cards in the otherwise slow first quarter.
· Decorations for Christmas are sticking close to home, with variations on traditional themes and color schemes remaining the most popular. Although explicit Christmas themes are still extremely popular, here too seasonal (winter) décor is making its presence felt – though more as an addition to than a substitute for traditional decorations.
I hope this information is helpful. All of the professional marketers are saying, “work on your websites, and get up to “snuff”, and with the price of gasoline, on-line shopping is going to be extremely popular this season.
Happy marketing and selling.
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