How I Make Sales in My Candle Business (without running ads!)

One of the biggest misconceptions about running a successful candle business is that you need paid advertising to get consistent sales. While ads can absolutely play a role down the line, my retail candle business has grown year after year without relying on paid ads. Instead, I focus on connection, visibility, and creating a product that people genuinely love and want to share.

In this post, I’m breaking down the top five ways I consistently bring in sales organically (no ad spend required.)

1. YouTube (or any platform where people see YOU)

I’ve been on YouTube for years, and even though I originally started posting candle making videos just for fun, it naturally became one of my biggest drivers of sales. People watch my videos, get to know me, see the passion behind my brand, and then they become curious about the candles I make. Some are candle makers themselves who want to support a fellow maker while others have no intention of starting a candle business but like my products and want to try them!

This is the power of visibility and personal branding. It’s not about being salesy. It’s about showing up consistently and letting people feel connected to you. When people feel like they know you, they are far more likely to buy from you rather than a random candle company they’ve never seen before.

And this doesn’t only apply to YouTube. It can be Instagram, TikTok, Pinterest, or even a podcast. The key is consistency and letting your personality come through.

2. Word of Mouth

Candles are one of the most giftable products on the planet (or at least it feels like way since everyone loves them!) And what happens when someone receives a candle they love? They visit the website themselves to purchase more. This is how word of mouth has become such a big part of our businesses growth. I regularly see on our post-purchase survey that customers found us because they were gifted one of our candles or heard about us through a friend or family member.

You can’t force word of mouth, but you can encourage it by making products that people are proud to gift and talk about. This will create a ripple effect that keeps expanding your customer base without you having to chase it.

3. Organic Traffic from Social Media and SEO

Instagram, Pinterest, and Google search all bring in organic traffic for us without spending money on ads. Pinterest has been a slow burn, but with consistent posting, we’ve already seen organic sales coming in. Pinterest is a long-term strategy, and I view it as a traffic engine that continues working in the background long after you make the content.

SEO (search engine optimization) has also played a huge role. When someone types “handmade soy candles” or “fall candles gift box” into Google and finds our website organically, that’s free traffic and free sales. Even though SEO can sound intimidating, it really comes down to using keywords and descriptions that match what people are actually searching for.

4. Local Presence and Community Engagement

Even though I’m primarily an online business, I never underestimate the power of local customers. In the past, we built a strong customer base through local markets and Facebook groups. I’ve hosted giveaways, posted in local community pages, and taught candle making workshops. These efforts created loyal, repeat customers who purchase every time we do a new launch or seasonal drop.

If you’re struggling to bring in online sales, start in your own local community! Local customers often become some of your most loyal supporters because there’s a natural sense of connection and pride in supporting a local business.

5. Wholesale Driving Retail Sales

This one surprised me, but as we grew our wholesale side, I started noticing that customers who discovered our candles in boutique shops were coming directly to our website to repurchase. They weren’t just one-time buyers from that retailer, they became long term retail customers who now shop directly from us!

Wholesale isn’t just a revenue stream on its own, it acts as a marketing channel by getting your products into the hands of people who would never know you existed otherwise.

Final Thoughts

Growing a candle business without paid ads is 100% possible. What it really comes down to is building connection, creating visibility, and getting your products in front of people consistently.

If you’re looking at your business and feeling like you’re not seeing traction yet, don’t panic or assume you need ads. What you need is exposure and momentum. Focus on one or two of these areas, be consistent, and give it time to compound. Your future customers are already out there, you just have to show up where they can find you!