How to Start a Candle Wholesale Business: A Beginners Guide

Have you ever thought about starting a candle wholesale business? Starting a candle wholesale business can be an exciting venture with promising opportunities. 

Candles are expected to remain one of the most beloved products among shoppers, offering comfort and enjoyment. The candle market size was forecast to reach over 14 billion U.S. dollars worldwide by 2030, indicating significant growth potential.

In this beginner’s guide, we’ll explore the essential steps to launch your wholesale venture successfully. From market research to establishing your brand and marketing strategy, this guide will provide valuable insights on starting the candle wholesale business journey. 

Whether passionate about candles or seeking a profitable eCommerce business opportunity, this guide will help you confidently navigate the process. 

Whols- WooCommerce Wholesale Plugin

Manage your WooCommerce online store with more ease and efficiency with this feature-rich plugin.

Key Takeaway

  • Market Research is crucial for understanding industry trends, customer preferences, and identifying your competitors in the candle business.
  • Legal Compliance ensures your candle wholesale business adheres to regulations, protecting you from potential liabilities.
  • Branding involves crafting a unique identity for your candles to stand out in a competitive market.
  • Online Presence is essential, with WordPress and WooCommerce helping to showcase and manage your products effectively.
  • Product Quality is vital; creating high-quality candles will attract and retain wholesale customers.

What is a Candle Wholesale Business?

A candle wholesale business sells candles in bulk to various clients such as retailers, businesses, event planners, and other wholesale buyers. Instead of selling individual candles directly to consumers, these businesses focus on supplying larger quantities to successful wholesale buyers, who then resell them to their customers.

Candle Wholesale Business
Candle Wholesale Business

These wholesale businesses typically offer various candle types, sizes, scents, and designs to cater to their clients’ diverse needs and preferences. They may also provide customization options for bulk orders, such as branding, labeling, and packaging services.

Importance of Candle Wholesale Business

The candle wholesale business is a key player in the rapidly expanding candle industry. It ensures a consistent supply of diverse candles, meeting the growing demand from retailers and consumers alike. 

Industry Growth: The candle industry has seen substantial growth in recent years, driven by increasing consumer interest in home decor and wellness products. This trend is expected to continue, making the candle wholesale business a lucrative venture for entrepreneurs looking to capitalize on a growing market.

The global candle market size reached nearly USD 8.33 billion in 2023. It is estimated to grow at a CAGR of 2.7% during 2024-2032 to reach a value of USD 10.61 billion by 2032. The growth rate of global candle market is projected to grow at a CAGR of 2.7% between 2024 and 2032.

Increased Sales Potential: Selling wholesale opens doors to a much larger customer base than selling directly to consumers. This allows candle makers to scale their business and significantly increase their sales.

Evolving Consumer Demand: Candles have evolved from functional items to essential decorative elements, increasing their commercial applications. This change has driven the demand for a wide variety of candles.

Role of Wholesalers: Candle wholesalers are crucial in maintaining a steady supply chain. They provide diverse candle varieties to retailers and businesses, catering to different market segments.

Cost-Effective Purchasing: Wholesalers offer bulk purchasing options, helping businesses reduce costs and improve profit margins. This approach makes candles more accessible and affordable for end consumers.

Product Variety and Support Services: Wholesalers offer a wide range of products and customization options, such as branding and packaging services. These services allow businesses to innovate and effectively meet customer preferences.

Driving Growth and Innovation: Candle wholesalers support businesses with diverse products and services. This contribution drives overall growth and innovation within the candle industry.

How to Start a Candle Wholesale Business: Step-by-Step Guide

Starting a candle wholesale business requires careful planning and execution. Here’s a step-by-step guide on how to start a candle wholesale business:

Market Research for Candle Business

Conducting thorough market research is important for launching a candle wholesale business. Utilize tools like Google Trends and industry reports to identify popular candle types, emerging trends, and market niches.

Analyze consumer demographics and competitor strategies to tailor your product offerings and develop a competitive business plan. Gathering valuable market insights and understanding manufacturing costs will help position your wholesale venture for success in the dynamic candle industry.

Utilize tools like Google Trends to track the popularity of different candle types, scents, and designs over time. Analyze keyword searches and social media discussions related to candles to identify emerging trends and consumer preferences.

By staying updated on market trends, you can position your wholesale business to capitalize on evolving consumer demands.

Types of Candle to Start Wholesale Business

When starting a candle wholesale business, it’s advantageous to offer a diverse range of candle types to cater to various consumer preferences. Some popular candle types to consider include:

  1. Soy Candles: Soy candles are made from soy wax derived from soybean oil. These candles are popular for their eco-friendly and sustainable nature, appealing to environmentally conscious consumers.
  2. Scented or Aromatherapy Candles: Scented or aromatherapy candles are infused with essential oils or fragrances, creating a pleasant and therapeutic atmosphere when burned. 
  3. Vegan Candles: Vegan candles are made without any animal products, ensuring they are cruelty-free and environmentally friendly.
  4. Decorative Candles: Decorative candles are designed with unique shapes and styles to enhance home decor and aesthetics.

Analyzing Competitors and Customer Preferences

Analyzing competitors and customer preferences in the candle wholesale business involves researching market trends, pricing strategies, and product offerings.

Use this information to differentiate your wholesale business and tailor your product selection to meet customer needs. Understanding customer preferences through surveys and feedback helps tailor products to meet demands, ensuring competitive advantage and higher sales.

Legal requirements for a candle wholesale business include obtaining necessary licenses, adhering to labeling regulations, and ensuring product safety standards. Compliance with fire safety codes, proper insurance coverage, and environmental guidelines are essential to avoid fines and legal issues.

Crafting Your Candle Brand

Establishing a strong brand is essential for success in the candle wholesale business. It starts with defining what sets your business apart and crafting a compelling brand identity and story that resonates with your target audience. Here’s how to do it:

Defining Your Unique Selling Proposition (USP)

Identify what sets your candle wholesale business apart from competitors. This could offer eco-friendly candles, unique scent combinations, or exceptional customer service. Highlighting your USP helps attract customers by communicating the benefits they’ll gain from choosing your candles over others in the market.

Establishing Brand Identity and Story

Create a unified brand identity that captures the spirit of your candle company. Part of this includes selecting typefaces, colors, and pictures that appeal to your target market.

Create a captivating brand narrative that conveys your candles’ goals, objectives, and source of inspiration. Customers are emotionally connected to a brand with a strong identity and story, which builds brand loyalty and trust.

Setting Up Your Online Presence with WordPress

Introduction to WordPress for Business Websites

WordPress is a versatile platform for creating business websites. It offers customizable themes and plugins, allowing businesses to design professional, functional sites without coding. 

With features like SEO tools, eCommerce integration, and user-friendly content management, WordPress is ideal for establishing an online presence.

Choosing Hosting and Installing WordPress

Choosing the proper web hosting service is essential to guarantee that your WordPress website is dependable and efficiently operates. Seek out hosting companies that provide WordPress-specific hosting packages with features like automated updates and one-click installation.

Once you’ve selected a hosting package, Installing WordPress is usually as easy as following a few easy steps offered by your hosting provider’s control panel.

Designing Your Website

Designing your website involves several critical steps to ensure it is attractive, user-friendly, and effective in meeting your business goals.

Selecting a WordPress Theme

When selecting a WordPress theme for your website, aligning it with your brand aesthetic and website goals is crucial. Themes like Woodmart, Porto, and Blonwe offer a range of features and layout options tailored to showcasing products, services, or content. 

Ensure the theme is responsive, allowing seamless viewing across devices, and provides ample customization options to tailor the design to your brand identity. Additionally, consider themes that offer reliable support and updates to ensure long-term functionality and compatibility with WordPress updates.

Customizing Your Website for Brand Consistency

Make sure that every page on your WordPress website is consistent with your brand identity. Make use of unique fonts, colors, and graphics that complement the tone and message of your brand. Make sure that the design as a whole captures the essence of your company and that your logo is shown off strongly.

Setting Up WooCommerce

Setting up WooCommerce on your WordPress site involves installing and configuring the WooCommerce plugin. 

Installing and Configuring WooCommerce Plugin

Install WooCommerce plugin:
  • Navigate to your WordPress dashboard and click “Plugins” in the left-hand menu.
  • Select “Add New” at the top of the Plugins page.
  • In the search bar, type “WooCommerce” and press enter.
  • Locate the WooCommerce plugin in the search results and click the “Install Now” button.
  • Once the installation is complete, click the “Activate” button to enable WooCommerce on your website.
Configure WooCommerce

Run the WooCommerce Setup Wizard: After activating the WooCommerce plugin, you will be prompted to run the setup wizard. Follow the on-screen instructions to configure your store settings, including location, currency, and shipping options.

Configure Store Details: During the setup process, enter your store’s details, such as address, preferred payment methods, shipping options, and tax settings. Ensure that these details are accurate and complete for smooth store operations.

Add Products:

To start adding your products, navigate to Products > Add New. 

Here, you will enter comprehensive product details such as name, description, price, and images. Additionally, you can configure options like inventory management, shipping details, and product attributes to ensure your product listings are thorough and informative.

Customize Your Store: Use WooCommerce settings and additional plugins to customize your store’s appearance and functionality to suit your business needs.

By going to Appearance > Customize, you can adjust the look and feel of your store. 

Furthermore, installing and activating relevant plugins, such as SEO tools, email marketing solutions, and social media integrations, can significantly enhance your store’s capabilities.

Enhance Functionality with ShopLentor: One of the highly recommended page builder plugins for enhancing your WooCommerce store’s functionality is ShopLentor.

ShopLentor allows you to create and customize advanced product layouts, design unique shop pages, and add various widgets and module to improve user experience.

Assign Pages in WooCommerce Settings:

Go to WooCommerce > Settings > Advanced.

Under the “Page Setup” section, assign the necessary pages (such as Shop, Cart, Checkout, and My Account) to their respective functions within WooCommerce.

Setting Up Wholsale plugin

Step by step guide on setting up Whols Plugin for Wholesale:

Install Whols Plugin:

  • Navigate to the “Plugins” from your WordPress dashboard and Click on “Add New Plugin”
  • Search for “Whols” Plugin and click on “Install Now” button” and then Click on “Activate” button. 
  • Proceed to customize the basic settings according to your business requirements. You will find Whols on your Dashboard.
How to install Whols plugin

Configure Whols Plugin

Set up Wholesaler Registration & Login

After installing and activating the Whole plugin on your WordPress site you can enable wholesale functionality.

Display Registration Form: Use the shortcode [whols_registration_form] on any page to display the wholesaler registration form, allowing potential wholesalers to sign up easily.

Assign Default Wholesaler Role: Select the default role of a wholesaler for new registrations. This ensures all new users are correctly categorized.

Enable Auto Approve: Optionally, you can enable the “Auto Approve” feature to automatically approve new wholesaler registrations, streamlining the onboarding process.

Customize Registration Messages: Personalize the message shown to users after successful registration. HTML tags can be used to enhance the message’s appearance.

Set Redirection URLs: Configure page URLs for redirection after successful registration and login. This guides users to relevant pages such as a welcome page or their account dashboard, improving user experience.

Steps to Enable Role-Specific Registration for Wholesalers

Here are the steps to enable role-specific registration for wholesalers using the Whols plugin:

Navigate to Fields Manager: Begin by accessing the Whols admin dashboard and locating the “Fields Manager” option under the “Registration & Login” settings of the Whols plugin.

Select Wholesaler Roles Field: In the Fields Manager, identify and select the “Wholesaler Roles” field from the available options. This step is crucial to enable the wholesaler roles during the registration process.

Save Changes: After selecting the wholesaler roles field, save the changes to apply the new field to the registration form.

Check Frontend Display: Review the updated registration form on your website’s frontend to ensure the wholesaler roles field is visible and functioning correctly.

Review and Approve Requests: Manage wholesaler requests by reviewing and approving pending registrations. Upon approval, assign the appropriate wholesaler role to the user in the User List.

Pricing Model for Single Role

To enable the pricing model for a single role, first turn on “Enable This Pricing.” Set the “Price Type” to “Percent” and enter the “Price Value” according to your needs.

For instance, entering 75 means the product price will be 75% of the original. This gives wholesalers a 25% discount on the existing price.

Next, input the “Minimum Quantity” required for the wholesale pricing to apply. Wholesalers must add at least 10 units of a product to their cart.

They will receive a notice about this minimum quantity requirement on the shop or product details page. To learn more about pricing plan for single role.

Pricing Model for Multiple Roles

Navigate to the pricing model settings and select “Multiple Roles” from the options available. Configure different pricing tiers tailored to each wholesaler role you have set up.

Pricing Model for Multiple Roles
Pricing Model for Multiple Roles

Set specific discounts, price values, and minimum quantities for each role accordingly. Ensure that each wholesaler role has appropriate access to their designated pricing models. To learn more visit about pricing model for multiple roles

Product Visibility Settings

Access the product visibility settings in the Whols plugin to begin configuration. Configure which products are visible to wholesaler roles versus retail customers. Choose to hide certain products from non-wholesalers or limit visibility based on user roles.

Product Visibility Settings
Product Visibility Settings
Wholesale Price Style/Design

Navigate to the wholesale price style/design settings. Customize the “Retailer Price Label” if needed:

Hide Retailer Price: Hide the retail price from the product listing/loop on the shop page and product details page.

Retailer Price Custom Label: If you want to customize the label text, set your retailer’s price custom label.

Customize the “Wholesaler Price Label”:

Hide Wholesaler Price: Hide the wholesale price from the product listing/loop on the shop page and product details page.
Wholesaler Price Custom Label: Set your wholesaler price custom label.

Customize the “Discount Label”:

Hide Discount %: Enable this option to hide the discount percentage from the product listing/loop on the shop page and product details page.

Discount Percentage Custom Label: Set your discount percentage custom label.

To learn more about Wholesale price Style/Design

Whols- WooCommerce Wholesale Plugin

Manage your WooCommerce online store with more ease and efficiency with this feature-rich plugin.

Display High-Quality Candle Products

To display candles to your WooCommerce online store, navigate to the “Products” section in your WordPress dashboard and select “Add New.

Fill in the product details such as the candle’s name, description, and price. Be descriptive and highlight any unique features or scents to entice potential buyers.

Upload high-quality images of the candles from different angles to showcase their appearance and packaging.

You can set the main product image and add additional images to the product gallery to provide a comprehensive view.

Marketing Your Wholesale Business

Develop a professional website showcasing your high-quality, eco-friendly candles to attract buyers. Use social media marketing to engage potential wholesale customers and build brand awareness. You can also offer special promotions and discounts consistently to entice new wholesale clients. Attend trade shows to network and expand your wholesale business reach further.

Implementing SEO Strategies for Organic Traffic

Implementing effective SEO strategies is crucial for driving organic traffic to your website. Using tools like Google Trends. Rank Mtah and WriterZen can help streamline your keyword research, content creation, and optimization processes.

These robust tools offer insights into the most relevant keywords and trending topics, ensuring your content resonates with your target audience and ranks higher on search engines.

Additionally, keeping track of visitor behavior and engagement is essential. HT Easy GA4 is an excellent tool for this purpose, providing detailed analytics on how users interact with your site.

Leveraging Social Media Marketing for Brand Awareness

Use social media channels such as Instagram, Facebook, Tiktok to interact with your audience, promote your business, and display your candle products. Provide aesthetically appealing content to engage your audience and create a feeling of community. Share product photographs, behind-the-scenes looks, and user-generated content to foster this engagement.

Additionally, enhance your marketing efforts by integrating the Pixelavo – Facebook Pixel WordPress Plugin to track and analyze user interactions on your website. This tool will enable more targeted advertising and refined marketing strategies, helping you reach your audience more effectively.

Run Paid Ads Campaign

Add targeted paid advertising campaigns to your organic marketing efforts to expand your audience and increase traffic to your online store. Utilize platforms such as Google Ads or social media advertising to create compelling ad campaigns targeting specific demographics, interests, and behaviors relevant to your target market.

Managing Operations and Customer Relations

Efficient operations and strong customer relations are key for wholesale accessory business success.

Establishing Order Fulfillment and Shipping Processes

Streamline your order fulfillment and shipping processes to ensure timely delivery and customer satisfaction. Implement efficient inventory management systems to optimize your operations, and partner with reliable shipping carriers for reliable delivery. You can also provide transparent tracking information to keep customers informed throughout shipping.

Providing Excellent Customer Support

Excellent customer service is the key to winning your wholesale clients’ trust and loyalty. Offer a range of ways to get in touch, such as phone, email, and live chat, and respond to queries and issues right away.

Proactively seek client input to identify areas for development and improve the clientele’s overall experience with your wholesale company. To streamline this process and ensure efficient handling of client feedback, we recommend using Support Genix – WordPress Support Ticket Plugin.

Frequently Asked Questions

How much does it cost to start a candle business?

Starting a candle business typically costs between $500 and $2000 initially. Expenses include supplies, packaging, and marketing efforts. Cost varies based on scale and materials selected. Investing in quality supplies can significantly impact initial expenses.

What makes a candle business successful?

A successful candle business focuses on quality and unique offerings. Effective branding and marketing strategies drive customer interest. Customer feedback helps continually improve products. Building a strong online presence enhances sales and visibility.

Where do candles sell best?

Candles sell best both online and in local retail stores. eCommerce platforms offer broad reach and convenience. Farmers’ markets and craft fairs attract niche buyers. Partnering with boutiques increases visibility locally.

Is the candle business profitable?

Yes, the candle business can be highly profitable with proper management. Low production costs and high demand contribute to profitability. Unique scents and eco-friendly options attract customers. Effective marketing and branding strategies can boost sales significantly.

Are candles easy to sell?

Yes, candles are relatively easy to sell due to high demand. Their versatility makes them popular for gifts and home decor. Effective marketing strategies can boost sales. Unique scents and eco-friendly options appeal to many customers.

What type of wax is best for candles?

Soy wax is often considered the best candle wax due to its clean burn, eco-friendliness, and minimal soot production. Beeswax is another excellent option for natural candles. Paraffin wax is cheaper but less environmentally friendly.


Starting a candle wholesale business opens doors to lucrative opportunities in a growing industry. As a candle business owner, you can tap into diverse markets and cater to various customer preferences.

Whether you’re new to the candles business or have industry experience, careful planning and execution can lead to success. 

By focusing on quality products, you can establish a thriving wholesale business. Effective marketing strategies are essential in the dynamic candle market. Exceptional customer service also plays a crucial role in success.

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