As such, candles make an attractive cross-merchandising and repeat-customer addition to a Christian retail store's gift inventory—as evidenced by both Christian-based suppliers developing new offerings and general market companies offering candles with inspirational themes, including the well-known Yankee Candle Company and Hanna's Candle Co., which offers the "Kathy Ireland Angels" collection, an inspirational line concocted by the famous model.

"Candles are a hot item in any market, and the Christian market is no exception," said Karen Tosterud, creator of His Essence candles with her husband, Bob, an entrepreneurship professor. "If the candle has a nice scent as well as having a special meaning for Christians, it's even better."

The Burbank, S.D., couple introduced their line in 2004, and their candles are now sold in Christian and general market stores in 42 states. The Tosteruds see a ministry in the candle business, as does Lucia Wheat, creator of Bearer of Light Candles Inc.

"My heart is to shed the light of Jesus to homes around the world eventually," Wheat said. "Perhaps more Christians will buy them at first, but they immediately see the benefit of giving them to friends and family as gifts of love."

Cheryl Stuebing, owner and president of A Cheerful Giver candle company in Elmer, N.J., which produces the "Keepers of the Light" line, believes that everyone in the Christian market loves candles.

"Their appealing aroma makes a house feel like a home. They are the perfect gift," Stuebing said.

Selling Points

Successfully selling candles at Christian retail requires some thought, including differentiating what's on offer from the thousands of candles available in the general market. Retailers should stock products with inspirational significance and know the story behind each product.

His Essence candles, for example, are made from a biblical formula taken from Psalm 45:8. The scripture passage "refers to Christ as the groom and His bride, the church. The three scents of myrrh, aloe and cassia refer to the scent of His garments at that time," said Karen Tosterud. "Today, (the candles) can serve as a reminder that Jesus is with us."

She has received positive feedback from many Christians: "Being a special scent from the Bible, it does assist them in their daily devotions, in their faith and even in sharing their faith with others," she said, adding that the candles have "a very pleasant scent, not overpowering—I like to think that would be how Jesus is also."

The Tosteruds recently added two new scents to their collection: Resurrection, a mixture of myrrh and aloe based on John 19:39-40; and Servanthood, with nard mentioned in the story of Mary and Martha from John 12:3.

Bearer of Light owner Wheat finds that her candles are popular as gifts when people want to say, "I am praying for you for a miracle or for provision," among other messages. The candles are "a ministry tool to show others God's love and blessing, and provision and direction over them."

One candle, titled Virtuous Woman, bears the scripture Proverbs 31 on a gift card attached with a blessing offered for the heart and home of every recipient. "We also have a scripture brochure with all the scriptures written out in full verse and (an) easy-to-understand interpretation. Maybe everyone will not take this brochure, but most do," Wheat said.

All 16 candles are named for "a characteristic or quality of God or what He speaks upon His children. They are meant to motivate people to pray, and come into His presence and worship with the beautiful fragrances that touch the senses," she explained. "The message of each candle is to draw people to God and (to have them) desire a closer walk with Him and to trust Him for everything."

Other scents offered by Wheat include My Deliverer with frankincense and myrrh; He's the Rose in my Desert, with Rose of Sharon; and the pomegranate He's My Provider.

Store owners have reported being able to minister to people through the candles in their stores, Wheat said. The company's mission statement, Jeremiah 29:11-14, is printed on the back of every candle gift tag.

All candles from A Cheerful Giver bear the company's angel logo with a reference to Psalm 103, said Stuebing, who believes offering a quality product, along with competitive pricing, is crucial for success.

Product Knowledge

Along with understanding the background and focus of candle products in the Christian market, retailers must know something about the ingredients. For some candles, such as those from His Essence, the ingredients play a part in the inspirational message, while others simply set a high-quality standard in the candles' creation.

Old English-themed Victorie candles from the "Biblical Aromatherapy Prayer Candles" line contain a 100% soybean and beeswax blend with essential oils to produce a cleaner burn, and make the candle all natural and environmentally safe, according to the company's Web site. Victorie guarantees each of its handmade candles has a lead-free wick, produces no harmful carcinogens and gives off 95% less soot than a regular candle.

The makeup of the candle also influences how long it will burn. Candles made with soybean and natural waxes burn approximately 40% longer than paraffin candles, according to Victorie.

Bearer of Light's Wheat sought input from several experts before settling on paraffin wax rather than soy wax. Her company's candles burn clean so that the jar is not blackened and the fragrance is evenly held throughout the candle, which will burn six to eight hours per ounce of wax. His Essence jar candles burn 80-100 hours.

Display Secrets

While Christian retailers should have good product knowledge about candles, equally important is the value of displaying the products attractively and creatively. "Burning a candle in the store is a definite selling point," Stuebing said. While safety is important and candles should be kept out of the reach of children, spreading the candle's fragrance throughout the store is crucial to alerting customers to its presence.

However, it's also important to make sure the scent is not too strong and will not drive away sensitive customers.

"The best way for candles to be merchandised is with a great, eye-catching display," said Stuebing, whose company offers hutches similar to those used by many general market candle retailers so that products are arranged attractively at eye level.

Stuebing also recommends cross-merchandising candles with other products, such as bath and beauty lines—her company also manufactures Essence of Heaven bath products.

Karen Tosterud suggests that His Essence candles be displayed with a Bible open to Psalm 45.

"The line of products together with the Bible would make a nice statement," she said.

Wheat said that cross-merchandising Bearer of Light's candles with a theme has worked well. She suggests setting up a table featuring "women's issues … perhaps a few books from such leaders as Juanita Bynum and Joyce Meyer on virtue and character, (and) then have an assortment of sizes of 'Virtuous Woman' candles sitting in the midst of the books."

Wheat also emphasizes burning a candle on a warmer—which produces the scent without a potentially hazardous flame—"to touch the people's senses as they come in the store."

While many products have a particular season of selling, candles see year-round purchases, though Stuebing noted that "there is definitely a spike from August to December, as, with many products, everyone is preparing for Christmas."

Karen Tosterud doesn't view candles as a seasonal item as such, "yet I do know that Christmas tends to prompt (candles as) gifts," she said, adding, "Who doesn't enjoy a fabulous fragrance all year long?"