We’ve all dreamed of starting a candle business with just a little investment. It sounds great, right? In theory, it’s possible. But in reality? It’s a maze of hidden expenses waiting to blindside you.

Underestimating your startup costs is the kiss of death—the unseen iceberg that can sink your dream faster than you can light a wick.

Let’s break this down. Starting a candle business isn’t just about melting wax and picking scents. Oh no, it can quickly turn into a wallet-draining affair. Here’s why:

• Raw Materials: Wax, wicks, fragrance oils, dyes, and containers—all add up fast.
• Equipment: Melters, thermometers, molds, and scales are essential, and they don’t come cheap.
• Packaging: Professional presentation matters, so think about labels, boxes, and shipping supplies.
• Online Presence: You’ll need to pay for website hosting, domain registration, and an online store.
• Insurance & Business Fees: You’ve got to protect your business, and there are registration fees too.
• Product Testing: Candle testing is a must to ensure quality, and this process can be pricey.
• Shipping: Don’t forget those shipping costs—boxes, labels, and protective materials all add up.
• Marketing: Advertising is necessary to stand out, especially in a crowded market.
• Unexpected Expenses: Emergencies, accidents, or equipment breakdowns—they sneak up on you, fast.

Feel the financial weight yet? Yeah, it’s a lot. But here’s the thing—these costs, while daunting, aren’t set in stone. There are ways to cut some corners and save where you can.

• Ask loved ones for help—you’d be surprised how many hands are willing to pitch in for free.
• Shop smart—buy secondhand gear or wait for seasonal sales to stock up on supplies.
• DIY your website—I built my own website from scratch, and it wasn’t nearly as hard as it sounds. Plus, I’ve saved a ton of money by not paying monthly fees for a fancy platform.

Launching on a budget is totally possible, and I get the urge to keep costs low. Just remember: smart choices today can help stretch your dollars and keep your dream alive.

With a little determination and some strategic planning, you can turn your candle business dreams into reality—without breaking the bank. 

Launching a new candle business without a solid plan is like setting sail without a map—you’re bound to drift aimlessly and feel lost in a sea of stress. Without a clear direction, you’re not just making hasty decisions and missing growth opportunities; you’re also risking your credibility, mishandling resources, and opening the door to unexpected hurdles that could threaten your business’s future.

But let’s clear up a common misconception: a business plan doesn’t have to be complex; it just needs to be clear and specific.

Here’s a quick example for your candle business, Sparkle & Scent Candle Co.:

• Mission Statement: “We create joy and magic through playful candles, turning everyday moments into enchanting experiences.”

• Product Line: “Inspired by fairy tales and fantasy, our candles feature vibrant colors, whimsical designs, and delightful fragrances.”

• Target Market: “Our candles appeal to fantasy lovers of all ages, making them perfect for gift seekers and anyone who enjoys a touch of whimsy.”

• Marketing Strategy: “We’ll engage with our community through social media, influencer partnerships, and themed events to build a lively group of magic enthusiasts.”

See? It’s not that tough. With today’s AI tools, crafting a plan like this is easier than ever.

Having a well-defined plan gives you clarity about your audience and goals, steering you away from uncertainty and helping you navigate towards success.

Neglecting Marketing

Ignoring marketing when starting a new candle business can seriously stall your progress. It’s easy to underestimate its importance or not grasp how crucial it is for reaching and engaging customers.

So, why does this happen?

Let’s clear something up: marketing is essentially selling. Whether you call it marketing or selling, the goal remains the same: getting your candles in front of as many of the right people as possible.

Here’s a common misconception: if you create a fantastic product, it will sell itself.

Nope, not at all!

I used to think that way too. But here’s the reality: no one will know about your product unless you actively promote it.

You might be a master at making candles but find marketing a struggle. That’s okay—many people feel overwhelmed. But avoiding it altogether? That’s not an option.

Word-of-mouth is great, but it’s not enough, especially in a competitive market like candles. Relying solely on customers to spread the word is a recipe for stagnation.

Without proactive marketing, your candles might remain undiscovered, and sales could suffer.

Remember, the candle market is saturated. To stand out, you need effective marketing strategies.

So, what’s the fix?

Even if marketing isn’t your favorite thing, it’s worth learning about. YouTube is a fantastic resource—trust me. If that’s not your style, consider online resources or hiring a marketing expert.

Make sure to budget for marketing expenses like ads and promotions. Use the plan you created earlier to identify and target your audience effectively.

Diversify your approach: experiment with social media, email campaigns, and collaborations to see what resonates best with your audience. But remember, effective marketing takes time.

For instance, my wife and I discovered a new dog food brand through multiple radio ads. After several months, we decided to try it, and our dog loved it. We didn’t buy right away; we waited until it felt right.

So, be patient. Evaluate your marketing efforts and don’t give up too soon. Prioritizing marketing and taking strategic steps can help your candle business stand out in a crowded market.

Targeting the Wrong Audience

Remember the business plan for Sparkle & Scent Candle Co.? We had a clear target audience: anyone from kids to adults who love a touch of magic. Naturally, pitching these whimsical candles to the Sons of Anarchy crowd would be, well, let’s just say it wouldn’t hit the right note!

Yet, targeting the wrong audience is a common mistake.

Why does this happen?

It often boils down to assumption-based targeting—making guesses about who your audience is without really understanding them. These assumptions can be based on personal biases, stereotypes, or just plain misconceptions. Even if you think you have a handle on your audience, your targeting might still miss the mark.

So, how do you ensure you’re reaching the right people? If you notice declining sales or negative feedback, it’s a clear sign that something’s off.

Here’s how to fix it:

Start with thorough market research and choose channels where your ideal customers hang out. Develop detailed buyer personas. Who is your ideal customer?

Make sure to document these details in your plan.

For example, for Sparkle & Scent Candle Co.’s magic-themed candles, the Sons of Anarchy fanbase is clearly not the target.

I know these examples are a bit extreme, but they drive the point home.

Lastly, validate your assumptions with real data.

Whether you’re selling at a market or online, pay attention to how your target audience responds to your products. Get feedback, test new ideas, and refine your offerings based on their insights.

By staying connected with your audience and adapting your approach, you can ensure your candle business captures the interest of those who truly appreciate its magic.

Lacking Social Media Presence

One of the biggest mistakes candle makers make is neglecting their social media presence. It might seem like a minor detail, but believe me, it’s crucial for your business’s success.

Sure, having a website is essential, but without a strong social media presence, expanding beyond your local area can be nearly impossible.

If you haven’t started building your social media presence yet, it’s time to begin—now. The best time to start was yesterday, but the second-best time is right now.

Why is social media so vital?

You probably already know that it boosts your accessibility, visibility, and credibility. Plus, it provides valuable data that can guide your growth. I use social media insights regularly to figure out which content drives traffic to my sales funnels and which doesn’t.

I get it—social media can be overwhelming. You might think it’s time-consuming, frustrating, or filled with negativity. I understand, I really do.

But if you’re serious about turning candle-making into a business, you need to leverage social media or you’ll miss out on a huge financial opportunity.

Most of my income comes from social media. It drives traffic to my sales funnels and helps expand my reach.

So, how do you get started?

If you’re watching me on YouTube, you’re already on the right track.

Start small. Pick one platform and focus on mastering it. For example, I post content on my YouTube channel bi-monthly. Posting more often would overwhelm me, and posting less would make people forget about me.

Stay consistent and focus on providing value.

Here’s a tip: create quality content. It’s easier said than done, but you don’t even need to speak to create great content. Just learn to give people what they want.

What do people want? They’re generally looking for one of three things: to learn something, to connect, or to be entertained. You don’t need to do all three—just choose one and do it well.

Keep your videos short, engaging, and visually appealing with a clear message. This will help build a strong social media presence and attract new eyes to your candle business.

Poor or No Branding

Of all the mistakes candle makers make, poor or no branding is the biggest!

Why? Because many candles look alike or lack personality.

Why does this happen?

Often, it’s due to a lack of branding. It’s just a candle with a label—nothing more. That’s a recipe for mediocrity.

The truth is, branding doesn’t have to be complex, but it’s crucial for your business’s survival.

Think about it. Weak branding makes it hard to stand out, attract customers, and build a strong market presence.

Imagine going on a blind date. Wouldn’t you want to know as much as possible about the person you’re meeting?

Friend: “Hey Johnny, I’ve got the perfect girl for you!”
Johnny: “Great, tell me all about her.”
Friend: “She’s a person…”

Wow, that’s thrilling. Hook it up.

Poor candle branding is pretty much the same thing.

Are you going to date someone just because they’re a person?

Are you going to buy a candle just because it’s a candle?

Boring!

So, what sets your candles apart from the rest?

Think about it. Anyone can make a candle. How do you avoid being just another face in the crowd?

If you’ve seen my videos, you know my company’s name. I use a huge neon sign and wear branded apparel to remind you throughout the video.

A logo isn’t branding, but it’s part of it. Take the Sparkle & Scent Candle Co. example from earlier—magic, fun, whimsical. You can already picture colorful, sparkly labels. Those ideas form the essence of branding.

Here’s how to build your brand:

1. **See What Others Are Doing:** Not to copy, but to understand what works and what doesn’t.

2. **Reach Out to Local Colleges:** Marketing, graphic design, or advertising students are often looking to build their portfolios for little or no cost.

3. **Check Out Fiverr and Upwork:** These platforms have many affordable freelancers who can help kickstart your branding efforts.

Don’t let poor branding hold you back. With some effort and creativity, you can create a memorable brand that makes your candles stand out.

Ignoring Competition

Are you ignoring your competition? It’s an easy trap to fall into, often driven by overconfidence, tunnel vision, or intense focus on product development.

But here’s the deal: not keeping an eye on your competitors is a huge missed opportunity. Without understanding what others in the candle-making world are doing, you risk blending into mediocrity.

Competition isn’t just about keeping tabs on potential threats—it’s also about learning what’s working in the market and understanding customer preferences. If your competitors are thriving while you’re struggling, it’s not a question of market demand; it’s something else.

Ignoring your competition means missing out on opportunities to anticipate threats and keep your brand distinct. The longer you stay in the dark, the more likely it is that your competitors will resonate with your potential customers, making it harder for you to stand out.

So, what should you do? Start by identifying both your direct competitors (those offering similar products) and indirect competitors (those addressing similar customer needs). This helps you differentiate your brand and learn from their successes and mistakes.

Take a close look at your competitors. It’s not just about watching them—it’s about adapting, learning, and finding your unique edge in the market.

Weak Customer Service

Weak customer service can be a major downfall for any candle maker. Imagine this: you get an email from a customer who received a broken candle and wants a refund. Even if it wasn’t your fault, the cost of replacing it is often less than the negativity, hassle, and time lost in dealing with the situation.

Here’s the reality: even if you believe the issue isn’t your fault (and you’ve thoroughly tested your products), the cost of not resolving the issue can be far greater.

Ignoring the problem or blaming the customer could lead to negative reviews, a drain on your creative energy, and even affect your mental well-being.

So, how should you handle a situation like this?

Respond with care and professionalism. Start by listening to the customer’s concerns, empathizing with their experience, and apologizing sincerely for the inconvenience. Offer solutions like a replacement candle or store credit, which can be more cost-effective than a full refund.

Use this as an opportunity to gather feedback and improve your products if the issue is on your end. Follow up with the customer to ensure they’re satisfied with the resolution, demonstrating your commitment to exceptional service.

Going above and beyond can turn a dissatisfied customer into a loyal one and potentially a walking advertiser for your business.

Neglecting Networking

Neglecting networking can be a significant misstep in the candle business. Networking isn’t just about mingling at industry events—it’s about making connections with friends, family, coworkers, and even strangers.

Building a network is crucial for expanding your customer base, exploring new markets, and gaining trust within the industry. A solid network provides access to advice and guidance, helping you avoid mistakes and grow your business faster.

Here’s a mantra I share with my kids: “If you don’t ask, you don’t get.” Speaking up and sharing your passion increases the chances of someone buying from you, spreading the word, or offering valuable support.

By expressing your enthusiasm and vision, you can spark interest and unlock unexpected opportunities. Just like how I make sure you know my name—Jai Catalano—throughout my videos. It’s not about vanity; it’s about building trust and making a personal connection.

Networking helps you stay informed about industry trends, competitors, and potential collaborations that can significantly enhance your business’s reach and influence.

Remember, every conversation, connection, and opportunity is a potential doorway to growth for your candle business.

Unrealistic Expectations

Unrealistic expectations are a common pitfall in any new venture. We all have them—myself included. But why do we set ourselves up for disappointment?

First, we often underestimate the time and effort required. Starting a business demands significant investment in terms of time, energy, and resources. We might overlook the workload and expect quick success.

Then there are those sensational success stories we hear—people who seem to go from zero to hero overnight. We think, “Why can’t that be me?”

But let’s get real: those stories are unicorns—rare, magical, and not the norm.

I’m personally irritated by tales of people who were homeless, had just $10 to their name, and then somehow created multi-billion-dollar empires. It’s frustrating because these stories are the exception, not the rule.

The truth is, most success comes from hard work, perseverance, and time. The grind isn’t glamorous, but it’s the reality.

So, how can you set realistic expectations?

1. **Set Achievable Goals**: Think about milestones you can realistically achieve. For example:
– “By Christmas, I’ll attend my first holiday market.”
– “By summer, I’ll sell 10 candles to friends and family.”
– “In 6 months, I’ll have developed a safe, well-burning candle ready for sale.”

2. **Create a Business Plan**: A well-crafted business plan is your roadmap to success. It helps you avoid the pitfalls of winging it and wondering why things aren’t working out.

3. **Be Patient**: Patience is key. As Roseanne Barr once said, “It took me 10 years to become an overnight success.”

So, set realistic goals, stick to your plan, and allow yourself the time needed to grow.

Failing to Seek Professional Help

Sometimes, we just need professional help tailored to our business—not just advice from friends or family. As entrepreneurs, we juggle many roles, often without the expertise needed for each one.

Let’s be honest: mastering every aspect of your business alone is nearly impossible. That’s where professional help becomes crucial.

Why do we often avoid it? Some worry about the cost, others might feel too proud to ask, and then there’s good old procrastination.

Regardless of the reason, professional help can be invaluable.

**Here’s how to find it:**

1. **Set Aside a Budget**: Allocate a portion of your budget specifically for professional assistance.

2. **Leverage Networking**: Remember how networking can provide valuable insights? It’s a great way to find resources and guidance often for free.

3. **Explore Free or Low-Cost Resources**: Many organizations offer workshops, mentoring programs, and online courses at little or no cost. For example:
– Home Depot used to offer free weekend workshops.
– The SBA (Small Business Administration) provides various resources, including free mentoring through SCORE and local Small Business Development Centers.

4. **Check Local Resources**: Look into community or government agencies for additional support for small business owners.

By seeking professional help, you gain crucial knowledge and free up time to focus on what you do best—creating amazing candles.

Focusing on Only One Source of Income

Many people miss out on opportunities because they view a candle business as just selling candles. While selling candles alone can be a fine side hustle or supplement to another job, relying solely on candle sales can be limiting if this is your main focus.

Why? Candle sales can fluctuate throughout the year—peaking during the holidays, slowing in the summer, and varying in between.

**Here’s how to diversify:**

1. **Expand Your Product Line**: Consider adding wax melts, room sprays, or even soaps to your offerings.

2. **Explore Other Revenue Streams**: Beyond product diversification, you can monetize your skills and knowledge in several ways:
– Use social media for marketing.
– Try affiliate marketing.
– Offer courses, as I do.

3. **Consider Wholesale or Workshops**: Look into selling wholesale, hosting workshops, or creating a candle subscription service.

By diversifying your income streams, you reduce risk and open up more paths for growth and long-term success.

Ignoring Safety Precautions

Ignoring safety precautions is a serious mistake in candle making.

I’ll leave a couple of safety videos below—they’re incredibly useful. But whatever you do, don’t ignore safety.

Many people skip thorough safety testing for their candles, sometimes relying on someone else’s formula without testing it themselves. That’s a huge mistake.

Why do people overlook safety? Sometimes they don’t realize how critical it is. Some might think, “It’s just a candle,” without considering the potential risks.

Did you know that over 10,000 fires occur each year due to candles, with a significant number happening during the holidays? And most of these fires start in the bedroom.

Unsafe candles can pose serious risks to your customers and lead to legal consequences, including lawsuits and fines. Plus, a safety incident can damage your brand’s reputation and erode customer trust.

**To ensure safety:**

1. **Learn About Candle Making**: Understand proper wick sizes, suitable wax types, and safe fragrance loads. Test each new candle thoroughly.

2. **Label Clearly**: Your labels should instruct customers on safe burning practices: trim the wick, keep the candle away from flammable materials, and never leave a burning candle unattended.

For labeling help, check out my Etsy shop. I offer a variety of customizable labels to fit your branding needs.

Prioritize safety from the start. Your commitment to safety will protect your customers and establish you as a responsible, trustworthy business owner.

Skipping the Cure Time

Many people skip the curing process and then wonder why their candles don’t perform well. I see it often in FB groups—people burning their candles before the recommended curing time, leading to disappointment.

Skipping the curing process can prolong your testing phase, wasting time, resources, and money.

Here’s a tip to manage your impatience:

1. **Use the Waiting Period Wisely**: If your candles need two weeks to cure, focus on other aspects of your business. Design labels, work on product photography, or create social media content.

2. **Expand Your Knowledge**: Use this time to research competitors, spot industry trends, or explore new scents and designs in small batches.

3. **Build Relationships**: Connect with potential retailers or partners.

By staying proactive during the curing period, you invest in your business’s growth, ensuring that every moment contributes to your success.

Don’t let impatience slow you down. Use this time to advance your business.

Sure, let’s refine and tighten these up:

Not Considering How the Candle Will Be Burned

Ever tried “power burning” your candles?

It’s when you let a candle burn for as long as possible without turning it off. A lot of people don’t consider this, but it’s essential.

Many don’t read the safety label, and setting a 4-hour timer to extinguish, trim, and relight the candle isn’t realistic. Most people burn their candles casually, especially during activities like a romantic evening.

So, when testing your candles, imagine how your customers will use them—likely without the meticulous care outlined in safety instructions.

Burn your candles under real-world conditions to ensure they remain safe and perform well. The safety label alone isn’t enough!

No one wants to hear that a candle caused a fire because it was left burning for 6 hours. Your candles should still be safe even if they’re not at peak performance.

Check out my safety testing video linked below for more tips on ensuring your candles are safe.

Ignoring Customer Feedback

Ignoring customer feedback is a huge mistake.

Friends and family may offer feedback, but it’s often not brutally honest. Real customer feedback, on the other hand, is crucial for understanding your candles’ performance and appeal.

I’m not talking about casual comments like, “I don’t like the smell.” I mean feedback that dives into how your candles burn, their longevity, and their overall quality.

For us candle creators, this feedback is essential for improving our products and services.

I actively seek feedback on my YouTube channel from forums and Facebook groups. If I notice recurring comments or questions, I create content addressing them.

Similarly, customer feedback reveals how to refine your candles. If customers mention that your candles burn unevenly or too quickly, it’s actionable data for adjusting your wick size or wax blend.

Positive feedback can guide your marketing and product development. If customers rave about a particular scent, highlight that in your promotions.

Embrace customer feedback—it’s invaluable for your business. Learn from it, and let it guide your improvements.

Forgetting Legal Requirements

Legal requirements may not be fun, but they’re crucial for your candle business.

Let me share a personal story: I once got a parking ticket because the signs changed overnight. I argued my case, but the judge reminded me that ignorance of the law isn’t an excuse.

The same applies to your business. You can’t ignore legal obligations. Know the rules and regulations, especially regarding candle labeling and safety standards.

Understanding local regulations, such as including your company’s name and address on labels or making it accessible on your website, is essential.

Consider consulting a legal professional to navigate these requirements. Keeping detailed records, from ingredient lists to customer interactions, is also crucial for protection.

Understanding the legal side not only safeguards your business but also builds customer trust.

Burning Your Customers

Do you know how hot your candle jars can get?

For ceramic, glass, and concrete jars, the maximum safe surface temperature is 140°F. For tin jars, it’s 125°F.

Here’s why this matters: customers won’t be aware of these temperatures when handling your candles. If a jar’s surface is too hot, they’ll likely put it down quickly, possibly on a surface that could be damaged or cause a burn.

I conducted tests under controlled conditions, but your customers won’t be as cautious. Ensure your candle jars stay within safe temperature ranges to avoid burns.

Check out the video below for tips on managing jar temperatures to keep your customers safe.

Not Knowing Your COGS

If you don’t know your Cost of Goods Sold (COGS), you won’t know your profit margins.

Candles may have good profit margins, but costs can add up. Consider not just materials but also labels, packaging, and overhead costs like rent and electricity. Even home-based businesses incur costs that must be accounted for.

Without a clear understanding of your COGS, you can’t manage expenses effectively or identify areas for cost savings.

I’ve got a detailed COGS video to help you break down these costs. Also, consider your time spent on making, packaging, and shipping candles.

Don’t overlook shipping expenses or taxes—these can impact your profitability.

Thoroughly understanding every component of your COGS will help you make informed pricing and budgeting decisions. Watch the video and start tracking every expense to get a clear picture of your business’s financial health.

Overlooking the Fees Associated with Doing Business

Fees can sneak up on you, but they’re part of doing business.

Transaction fees from payment processors, Etsy fees, bank charges, and taxes all add up.

While these fees might seem small individually, they can seriously impact your profits. Create a detailed budget to minimize these fees and save money.

Consider talking to an accountant who specializes in small businesses to navigate tax regulations and maximize deductions.

By keeping track of all expenses, you can price your products accurately and maintain a healthy profit margin. Your attention to detail will pay off—without any extra fees!