“I can get a 22 oz yankee soy candle for $16” | Are My Candles Too EXPENSIVE?

[@carolinetate8966]

You want to repel those type of customers anyway. Those are the type of people that will never be happy with anything that you offer. So it’s ok. You’re doing a great job and thank you for sharing your knowledge to other candlemakers. I also charge $45 for an 8 oz coconut-beeswax candle. My candle is not for everyone. I want to attract the right customers and repel the ones that are not my market.

[@MemoryBoxCandleCo]

That’s very true! ❤️

[@cbpapp]

You cannot compare a hand-poured, luxury wax, luxury fragrance oil and wicks that burn evenly and like a dream to Yankee Candle. I’m sorry, but NO. Precious Mama, I don’t even have to watch this video. No one can compare what we do to an assembly line paraffin wax candle to what we, as passionate chandlers, can do. There is zero comparison. Our customers learn that and we advise our customers to burn our candles very specifically; to achieve the best performance and enjoyment down to the last inch! We put our hearts, souls and intention into every candle we pour! Yankee Candle customers are who they are….not our customers. Much love to you and your lil family, Sweetie! 🥰❤️✨

[@AudraT]

I was about to say the same thing. We also place more care into the production. I got an inexpensive mass produced candle as a gift from a friend and the wick wasn't even close to being in the center of the candle. When I burned it down I noticed the wick was sliding around the bottom of the container because it wasn't glued down. One time I got one of those inexpensive four pack of votive candles from Wal-Mart and after burning them a while I noticed one of the glasses had broke. The wick had drifted over to the side and cracked the glass. After pouring the wax out I discovered the wick was laying (not glued) on top of this silver disk about the thickness of paper. When I removed the disk there was another burned wick underneath. That one was glued down. So, basically, this candle had been previously burned and, rather than removing the old wick, they just placed a silver disk over the top of it and slapped another wick on top.

[@toddlasvegas]

Thank you so much for this, so many candle makers need to know what they do is on a completey different level than mass produced (for the masses) and the quality of the hand made products is absolutely superior to what they are cranking out in the retail stores. Another big problem is you have no idea what chemicals they are putting in their products. We know the hand made makers are very proud of what goes into our candles and a good majority list exactly what is in their product including the type of wax and wick. Labor is another problematic issue as alot of these manufacturers have questionable labor practices as well. So be proud of what you do and don't be afraid to charge your customer appropriately for your quality hand made creation.

[@Vrie.]

You get what you pay for- simple as that If you don’t like it- You’re not my intended customer 😊 Handcrafted -vs mass-production? There’s a difference

[@IrishQ76]

Yankee's biggest candle can only be burned half way down the jar. Read the warning. Plus there wicks are never centered and I never get a full melt in four hours🤦🏻‍♀️

[@roberts.valkyrie]

Not to mention, my own candles (probably most of us with small biz/hobby) have a much better scent throw than Yankee.

[@IrishQ76]

@@roberts.valkyrie you got that right. Yankee don't throw in my house anymore and some waxes don't throw either like Coconut waxes or Coconut blends😢

[@rubynieves2668]

Great video Erica! I find this comparison so funny because Yankee Candle is a billion dollar company and has existed ( especially in New England) since 1968! Yankee Candle's parent company now is Newell Brands which is a huge conglomerate. They also custom make their own wax, candle dye and labels - producing 32,000- 36,000 candles per day or more at their factory in Western MA. The comparison in price is also unfair because the retail price for these candles are over 30$ - Yankee just competes on promotional sales like every other big box retailer. What that person is also overlooking is your candles can only have the scent profiles and chemistry that you create. And it's still early- who knows what can progress when you scale your business further? " Expensive " is so relative when you're talking about a luxury product. Though I do think it's a business savvy idea for handcrafters to have a special promotion or limited edition, or variance in price periodically or maybe once per year. I think growth can be measured easier by scaling production rather than just unit price- hey one step at a time! Your customers will support you, and then others will follow. Keep going Erica! Your doing great! ( Love to Chris & baby Morris ❤ 🥳👏).

[@Amazingcoins4you]

I sell my 8oz candles for $25 and my 12oz for $35 . People always have something to say. But I sell 25-40 candles at a show so I just don't listen to those people.

[@makissmith338]

You are doing great and feel confident of your work.im not changing my price either.

[@makissmith338]

Congratulations on your angel. God continue blessings 🙌 🙏 you guys

[@MarshaABranch]

My candles are 10-ounce candles, and they retail for BDS $90, which is $45 US. One of my wholesalers retails them at Barbados $150, which is USD 75 (waaaay more than my MSRP), which means they make more on my candles than I do. Yet, neither they, nor I can keep the shelves stocked. This tells me that that wholesaler in particular, knows their market well, and knows what people are willing to pay for my product, even better than I do. Know your target market and make for them. There is a multitude of choice out there, and everyone else should seek out what suits their taste and their pocket, rather than critically opining about things they do not understand.

[@AudraT]

My biggest issue is marketing. I have a hard time trying to reach my market. I've been doing all the tricks online, short of unloading tons of money into paid advertisement, yet still very difficult to reach my audience. I keep pressing on though and am constantly trying different techniques and advertising to finally making consistent sales.

[@MarshaABranch]

@@AudraT- Have you tried doing pop-ups and/or wholesaling to stores where your target market can be found? Also, make it a point to start following and commenting on Instagram and Facebook pages that your target market follows, as well as adding hashtags to your posts that they'd be likely to follow.

[@latricejohnson3210]

Yes, I've had someone say that to me, and I explained my pricing. I've also been asked why so low in pricing as well. I know that person/ persons isn't my customer/ customers and I'm ok with that. I also know they aren't in the industry and doesn't understand, so.

[@ElizabethCozma-en6iw]

Yankee candles stink.their fragrances are awful and they are expensive here in Australia.I bought them once and that was enough.horrible

[@NickolasBrungardt]

I think that if people think about it, they are not supporting some massive corporation that has little if no care about how much their workers struggle to make ends meet, I would rather buy from a Small Business that is allowing themselves the ability to not just make ends meet but thrive, Small Businesses are what makes our economy tick and supporting a family vs shareholders is a no brainer for me.

[@RabeccaZavala]

This is where I struggle😅 I wanted to use a cleaner burning wax. I love the coconut apricot wax, but it's pricey! When I looked at my cost of goods and after I multiplied it by 4 like suggested in your other video, it was like $60 which was outrageous for me to charge! This is a great video because people don't take into consideration the shipping prices, and like you said, these big companies can get all of their goods super cheap. That's why they are able to make a cheaper candle. As always, great video❤

[@Beyond50LisaPerspective]

I wanted to do the same but I decided Soy Wax is the best with cotton and suggested wooden wicks for my products.

[@reginawallace2687]

Your candles are not expensive because you make them with good ingredients. My candles are a little more expensive than those that use the same jars as you. I mix all my scents with essential oils . They are hand poured underneath good conditions so don’t worry about it Erica. This are not factory made

[@RoyalBlueMoonRiviera]

People will pocket watch because they come from a mentality of scarcity and lack! The nerve of them along with their narcissism, to tell you that. However, it’s needed. To understand your boundaries, to understand not everyone is for you YET you’re thriving. Beautiful. Thank you for this vid. Blessings to you. 🪬🌟✨✨✨🫰🏽🌹

[@jenniferohjennie]

I try not to take things personally. Just like everyone has a butt hole, everyone has an opinion and their right to it. Comments like that are essentially a reflection of the individual and translate to me as, I am too expensive "for them". Therefore I am not their target customer. Which is completely fine. But in the grand scheme of things, the average person isn't emailing companies to tell them how expensive they feel their products are. For some reason, people feel that because we are small business owners who you can have a direct contact with that they can voice whatever they want to say to you. Anyway, I know my value, my value in my products, hard work, dedication, energy, effort, time, money etc. So I price my business as such so that it makes sense overall. We can't please everyone and if we try then we will fail everytime.

[@kazgaming5088]

I've been in sales management for a long time prior to starting my own business. I call their bluff when they mention my competitor. It's almost always a manipulation tactic to try to get a price match. Customer: Your competitors sells this exact thing for *ridiculously low price* Me: Cool, sounds like a great deal! You should buy it from them! Customer: ... Me: ... Customer: I'll buy yours... And if they leave, get were honestly never your customer to begin with. Also, you don't want to get customers on the basis of price. It isn't sustainable. You sell on value. And if you provide enough value, they'll buy from you instead of the cheaper alternative. Remember that you aren't walmart. Your goal was never to compete on price by selling junk.

[@levinabuffaloe]

I get a mix of comments, I’ve been told my candles cost too much and I’ve also, been told I need to raise my prices.

[@MemoryBoxCandleCo]

everyone always has a different opinion 😅

[@ms_taree7335]

Supply cost and shipping really has jumped since 2020.

[@lunacrystalcandleco]

You broke it down perfectly, I have also gone through the same thing. After explaining they begin to understand

[@BLKWidow757]

You’re candles are the right price for your business and your time and your labor. People will always talk and compare. But I have never bought a Yankee Candle for $15 unless it was a sale or coupons or that scent what discontinued. Never think you’re prices are too high. Keep pushing and continue to make great candles!!

[@trenabarber514]

Yankee candles have no scent throw

[@Chasingtruecrime]

If people understand what goes into candles- the real ingredients- they'd realize quality can cost.

[@Beyond50LisaPerspective]

Congratulations and this was a good topic. Happy Thanksgiving!

[@VirgosAlchemy]

I don't buy big store brand things like soaps, candles etc... for a few reasons: I make most of what I want myself lol; I choose to support small business and makers; I like to know what I'm buying; and lastly, I just prefer handmade. There is a huge difference between a Yankee candle and the ones I've purchased direct from artisan candlemakers. I would gladly pay a higher price for something I know was made with purpose and intention, beyond just mass production. You can see the difference in quality, but you can also feel it. Even if it's not perfect, I know it's perfectly imperfect- and that is the beauty of handmade! I cannot honestly stand things that look and feel manufactured and mass produced. Yes, there is still a fine line between a poorly executed craft project and a skillfully handmade product lol, don't get me wrong, but I think that is the beauty of it because you know the artist/crafter is always striving to be better, dedicated to delivering a higher quality product, and you can support and contribute to their passion by purchasing their products 💗😊 I do feel a lot of people can already see this, but I also wish that more people would come to realize it, and actually prioritize where they choose to invest their hard earned money. To me, it's a lifestyle. From a personal business perspective, I feel having a variety of options might be a good way of combating some of this. There are some folks who really want the nicer handmade stuff, but can't honestly afford it. People are struggling right now, so it's easier for them to buy a cheap Yankee candle, even if it is inferior. I also make candles in small 4 ounce tins, and am working on tealights for this very reason. These smaller candles allow me to still create for those who cannot afford the larger and more luxe products. I try not to just cancel out the opportunity for those in lessor financial brackets to purchase handmade, and the ones that can afford it, but just don't want to spend the money, well, that's their loss then - not ours! LOL

[@seynajamila]

Until I started on this journey and started learning the business of candle making and actually making candles. I dont think your pricing is over the top. I was one of those customers that wouldve said whoa 25$ for a 9oz candle?? have you lost your mind! 🤦‍♀ but I didnt know any better! Forgive me lol. Alot of people really dont but they could just ask or keep it moving🤷‍♀. I bought store bought candles and I cant burn them for long I get a terrible headache. I dont know whats in them that gives me that because they dont list their ingredients smh but when i make my own I dont have a problem so I appreciate handmade so much more. Love the Video!! Much love to Chris and Lil Morris bear lol

[@aaronroseman]

People like that aren’t your customer. They don’t understand the value of HAND-CRAFTED candles and what goes into them. You’re paying for the QUALITY. They’re made in smaller batches and not 500 on a conveyor belt at one time

[@eighthstreet231]

Can we normalize people not criticizing others on subjects or topics they are grossly unknowledgeable about?

[@ceyre81]

When they say your products are too expensive, what they're really saying is they're too expensive FOR THEM. Which is fine, but you can't be everything to everyone. Those comments sting, but people like that are not your target market. Racing prices to the bottom is a recipe for burnout and unsustainability. Price what you are worth - in the top 10% of your niche - because those are the customers that will appreciate the value of handmade. Trying to prove yourself to bargain hunters is futile.

[@janakeebasnagala9441]

Thanks Erica for sharing this. I am new to this industry and i followed you most time. I priced my candles for retail 3 times of the cost. So if i go to whole sale do i have to give 50% discount?

[@carolinek220]

It’s like you said. “Perceived value.“ It’s important to know your target audience, however, we can also educate. Most people don’t even know what cost of goods is. Nor do they care. They just want to be convinced (as I do when I’m purchasing an item I really don’t “need.”) that their money is well spent. We are American made. Hand poured in______city. We use premium waxes, generous amounts of aromatic oils and wicks constructed with all natural fibers. We can add additional perceived value by educating them on how long the candles will last or how fragrant they are. These candles will last. ____ hours and will fill your home with amazing fragrance (I can only speak for 6006 wax or soy 10). What I’m trying to get at is sometimes it’s up to us to provide the perceived value to customers so they feel good about spending $30 on our candles and supporting a small business.

[@cetriyasArtnComicsChannel]

I have not been to shows just yet (and really not having any sales to my online shop) but commercial candles vary in quality but also slim choice in scents. Unless you just want pumpkin, pine and cotton, you'll be hard press to find unique scents. even BBB candles, they are great scents, but over time, they've gotten sweeter and sweeter and more expensive. they are 32-36$ for their 3 wicks. candles are also a lux, you don't have to buy.

[@southernrebelatheart]

I've been testing candles since spring this year and I ended up having to change the vessel I originally picked out because they discontinued it not long after I bought some. So I've basically been using the old vessels to sell at a discount or give as gifts to friends/family. My co workers have been bugging me so bad for candles, so I made a few candles in the scents they wanted, and a couple I liked and took them to work, and they happily paid what I asked for them. I later told my husband and he's like, "Don't you think you over charged them? They can get a candle for $5 at Walmart." So then I had to explain to him why I have to charge a certain amount and the amount I charged them was discounted because I'm not going to actually use them for my business so they got a deal. I don't think he really got it, but he will eventually. lol

[@lynnthomas8848]

I heard at my last show from one of my customers that yankee is running out of fragrance when it is half gone. She purchased a unique blended fragrance from me. Then she contacted me the following week, and ordered more of my candles. Customers can, and do figure it out

[@lindaadams5124]

dont listen to anyone Erica they are the ones that wont spend to help a small business and Yankee think are all machines made they make heaps so don't let it bother you.

[@dieseephuis]

The client is always right unless they are wrong for you.

[@bmontero2006]

yes they are. bath and body candles are $9.99 when on sale.

[@Sherrie_Martin]

You’re so right!!

[@andeewood9546]

Thinking about putting something like this on my website. Of course you have to be careful-no slandering other big box candle suppliers because they can slap you with a world of lawsuits.

[@rubynieves2668]

Slander is illegal everywhere in the U.S.A, not just against a business, but also against a person, defamation is similar but different. Most people don't distinguish the difference, but even still freedom of speech and freedom of expression are highly protected and very subjective. I'm not promoting being negative towards a brand and certainly not Yankee Candle either. Though I encourage you to promote your candle joy and experience. Even if you don't like the way a different company or big box candle company is doing something, its still okay to express that. Sharing disagreement is never considered slander or defamation, now making false claims about their products, violating trademark & copyrights to their products, or insinuating a scandal in relation to the brand, Executives or employees without probable cause... yeah that can cause problems. Just my observation - not legal advice. I personally believe that more candle choices and friendly competition will help the fragrance and home decor sector thrive at all levels. Plus, even billion dollar fragrance companies get good promotion from bad publicity sometimes- there's always someone skeptical, and there's always someone loyal who will not care about the disagreement. Still I think promoting yourself positively and independently when you're starting out is the best idea. I hope it goes well for you! 🥳

[@ziverorganiques]

Hi Erica, you cannot compare or justify your products with mass market. I simply refuse it. I sell candles and cosmetics but if I think of competing with mass market companies like Yankee candle or loreal. I should stop you know. That’s why I stopped comparing. Racing to the bottom is never the answer in my opinion. Btw love your channel and has been following since early days!

[@onelastpiano]

Tell that person with bad taste to go enjoy their stupid Yankee Candle.

[@theziggypig]

I don’t think your candles are too expensive. I’ve been thinking of raising the prices of my candles. My 8oz candles are $28 online with $5.25 shipping (actual cost to ship is around $8) and I charge $26 at events with tax included in that price. I haven’t gotten many comments about them being too pricey but it happens from time to time, usually by people who don’t buy that many candles and just get $5 candles at Target. I take those comments with a grain of salt.

[@sereniteapath]

Unfortunately 18 years ago I stopped making candles to sell for this exact reason. I live in Western Massachusetts, in the same county as Yankee. I was selling my soy candles for $25-$30 at the time and that’s all I heard. I was spending more money on shows and advertising than I was making. We had another business at the time in construction (the candles was my hobby business) and the construction was our bread & butter so I had to choose. Even though I stopped selling, I still enjoy making them from time to time. It took me opening a retail business to understand how the market works and to understand customers. People who want quality buy quality and people who want cheap buy cheap. I didn’t know that when I first started. Now that I’ve been in business for 20 years I can take the knowledge that I have gained. Maybe one day I’ll get back into the candle market again. ❤

[@DannieMcClain]

I don't sell candles, but I do sell small-batch handmade skincare, and I get the 'your stuff is too expensive' quite a lot. I think consumers sometimes forget that we're not mass producers, we're small business - sometimes 1 person - and we do it all - developing, production, packaging, customer service, marketing, procurement of ingredients, etc. Then I get the odd look when I say my product is vegan. I want my product to be available to everyone, not just those that feel I should sell my products just for them at a $2.00 retail.

[@tradergirl7067]

I actually could get these Yankees for $15 a jar at local discount store but I never purchase them. I always go by the candle section and scope it out at every store. I have a small booth at a local market for almost 3 years now. I started out trying to sell candles. Mostly 9oz jars and all soy. My candles were amazing and burn lovely. But ... my location doesn't give a crap about luxury soy wax or my efforts.. my candles sit on the shelf and look like complete junk after about 3 months shelf life. I've changed the wax a million ways. But to keep with soy is to deal with less shelf life. I cant sell colorless candles. I cant sell colored candles. I even went a year making my own concrete vessels which were gorgrous.. still won't sell.. so in the end I had to give up candles completely even though it's my passion, there is no point if I can't sell them. Everyone would tell me $18 was too much for 9oz and I could not even profit on $18 a candle. This location is the busiest market in the tri state area and people come from all over. It's almost the largest in the country. The amount of traffic that walk by my booth is insane. 300 people per day minimum on a slow weekday and thousands of people each weekend.. still couldn't sell my candles..😢 Once I switched to selling melts only, my booth profit took off. I sell them in cute handmade packaging and have really considered a larger booth because I sell l every scent. Currently have 25 scents. I think success depends on your location and your customer base. I dont sell anything online becauae the competition is fierce. I have only one competitor at this entire location so it's working for me. 😊

[@ciciw8397]

It's so interesting. I charge $43 for my 12oz wooden wick candles. I've been told that they're reasonably priced considering the quality/size, and on the flip side, I've also been given astounded reactions to the price. I'm LA-based, so I think there's a wide variety of customers that I see. My margins aren't even that good for my larger candles since I haven't been able to get the COGS down much for the jars and fragrance, but I'm going to be switching to cheaper jars soon.

[@tag2818]

I wouldn't take it personally... your response was professional and makes sense :-). Encourage them to buy their Yankee Candle for less and to quit leaving their comments that waste 20 minutes of your life you'll never get back. People have choices.

[@CharlesTedesco]

First, Thank you so much for your videos. Im brand new to this and your help is so kind and thoughtful. I worked in Beverly Hills for years and I believe the secret is marketing.This is a part of business that I do not like, but unfortunately its important. Im finding that the quality of oils I want to use, and the shipping costs (OMG!!!!) as well as the time testing, making, researching etc. is really disheartening. I then turn to your videos to calm me down and regain hope.If they dont see the value of your product, and can't recognize that its not the same as a candle you by at Walmart, Its their loss. You can't buy Diptique candles at Walmart, and although I think they are nice, I think they are a bit pricey. But I buy them. Thanks again for all the help. Happy Holidays!!!

[@makissmith338]

Hi Erika, I agree with you, and somehow, I get the same comment, too, but somehow, I feel confident with my product. I agree, and + everything is expensive. I still have my price, no matter what.😊 thank for the tips.

[@robynnbragwell9518]

I am a new candlemaker. Thank you for this video. Pricing is definitely a struggle

[@makissmith338]

Most people don't buy they are good to judge ignore you doing great.keep doing your best.

[@AudraT]

I was wondering how you were able to sell your candles for so cheap.

[@Laura-td5ko]

Your videos are simply the best!

[@tayyiba5818]

To expensive?? My 10.5oz is $ 40 i.think yours to little

[@AudraT]

The candle purchasing experience is also important to customers. It matters to some whether a candle is mass produced in some factory in China by people who are just there to earn a paycheck versus an independent person living in the US (or whatever is local to you) who lovingly hand selects, designs, and creates candles in their home or studio so they can fulfill their dream. Also, our customers can be both independent specialty candle buyers and mass produced candle buyers. I am both types. I love purchasing a specialty candle but I also like to buy mass produced candles, like Yankee, because sometimes the price is right. You can pay little to get a lower quality, phthalate loaded candle that smells up the whole room with it's chemical phthalates. The $25+ candles are like a luxury for me.

[@arfreeman11]

If people want to buy Yankee or Walmart or Target, I won't fault them. You get a LOT of candle for the money. I won't be lowering my prices. I make candles part time and I don't need this to make a living. I do this for the joy of making a candle that smells amazing and looks great as a small piece of decor. If I start doing volume to the point where I can't sustain the effort of having a full-time career at the same time, I will likely just close up shop.

[@lindaadams5124]

yes I have been told I'm to dear and a lot say I can go to Kmart and get a candle for $6 they are the ones that will only by cheap not Quilty

[@aradhyaagarwal7970]

I am making candles and I learned from you and I have had people coming to me and telling me that my candles are not worth the money ( these are the new customers) that I felt demotivated because of them but lately I have got in me to not take any shit from these people. This is person I got him back kindly, and said I put so much time, efforts, burns and sweat that i know my candle is totally worth it. I dont care about these people. I care about the ones who see why my candles are so special and unique, how i blend my oils to get one of the amazing smelling candles and ends up buying for twice the price happily. So, their are always going to be some people who are making choices for themselves and we cant stop them so thinking about what their comments are we are actually causing harm to ourselves and the beloved customers who buy from us.

[@Loecandles]

I am a handpoured candle maker and I do ser Yankee candle for $18.00 & up I don't care what they sell their candle for, so I sell my 10 oz candle for $20.00