Friday, November 27, 2009
Consumers are increasingly purchasing candles as a focal point for their home décor, and for aromatherapy-like relaxation and stress reduction.
Fragrance is by far the most important characteristic impacting candle purchases today, with three-fourths of candle buyers saying it is “extremely important" or "very important" in their selection of a candle.
The majority of U.S. consumers use their candles within a week of purchase.
Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.
Approximately three-fourths of candle users say they typically burn candles for 4 hours or less per sitting.
Candle users say they most frequently burn candles in the living room (42%), followed by the kitchen (18%) and the bedroom (13%).
Approximately one in five women say they use candles to decorate the yard, patio or other exterior areas, as well as the interior of their home.
Both men and women consider candles to be an always-acceptable and highly appreciated gift for a wide variety of occasions.
Candle purchasers say they view candles as an appropriate gift for the holidays (76%), as a house warming gift (74%), a hostess/dinner party gift (66%), a thank you (61%) and as adult birthday gifts (58%).
Posted by Sharon at 9:46 AM