Scented Vs Unscented Candles Which Sells Better Online And Why

In the booming e-commerce world of home goods, candles have emerged as a perennial favorite—blending utility, ambiance, and emotional wellness into a single flickering flame. Among the many decisions consumers face when shopping online, one stands out: should they buy scented or unscented? While both types serve distinct purposes, data and market trends reveal a clear leader in online sales. Understanding which performs better—and why—can help buyers make informed choices and sellers refine their strategies.

The answer isn’t just about preference; it’s shaped by psychology, lifestyle branding, seasonal demand, and even social media influence. Scented candles dominate online sales, but that doesn’t mean unscented versions lack value. The real insight lies in understanding the forces behind consumer behavior in digital retail spaces.

Market Demand: Scented Candles Lead Online Sales

Data from major e-commerce platforms like Amazon, Etsy, and Shopify consistently show that scented candles outsell unscented variants by a significant margin. Industry reports estimate that over 75% of candle sales online are for fragranced products. This dominance is driven by several key factors:

• Emotional appeal: Scents trigger memories and emotions, making them more desirable for creating mood and atmosphere.
• Branding potential: Scented candles offer unique fragrance profiles (e.g., “Lavender Rain,” “Coastal Breeze”), enabling stronger storytelling and differentiation.
• Gifting popularity: Over 60% of candle purchases are gifts, and scented varieties are perceived as more thoughtful and experiential.
• Social media visibility: Fragrance names and scent journeys are highly shareable on platforms like Instagram and TikTok.

Unscented candles, while less dominant in volume, maintain a loyal niche. They appeal to individuals with sensitivities, those seeking pure ambiance without olfactory stimulation, and customers using candles for meditation or religious purposes. However, their marketing footprint is smaller, and they rarely trend in viral campaigns.

Tip: If you're launching a candle brand online, start with 3–5 signature scents that reflect seasonal moods or lifestyles—like \"Crisp Linen\" for spring or \"Spiced Maple\" for fall.

Why Scented Candles Resonate More with Online Shoppers

Buying a candle online is inherently abstract—you can’t smell it before purchase. Yet, scented candles thrive despite this limitation. How?

It comes down to how brands craft the sensory experience through language, imagery, and storytelling. Descriptive copywriting transforms an invisible scent into a vivid mental image. Phrases like “warm vanilla bean wrapped in aged bourbon” or “morning dew on wild jasmine” evoke strong sensory associations, helping shoppers imagine the fragrance even without testing it.

A study by the Journal of Consumer Research found that evocative product descriptions increase purchase intent by up to 30%, especially for sensory goods. Scented candle listings often include:

• Fragrance notes (top, middle, base)
• Recommended use cases (“perfect for unwinding after work”)
• Lifestyle alignment (“ideal for cozy reading nooks”)
• Emotional benefits (“reduces stress,” “invokes nostalgia”)

This narrative depth gives scented candles a psychological edge. Unscanted candles, in contrast, are often described functionally: “clean burn,” “no odor,” “for decoration.” While accurate, such language lacks emotional pull.

“Fragrance is memory in liquid form. When people buy scented candles, they’re not just buying wax—they’re buying a feeling.” — Dr. Lena Patel, Sensory Marketing Specialist, University of Chicago

Consumer Profiles: Who Buys What and Why

Understanding buyer personas reveals deeper insights into purchasing behavior. Here’s a breakdown of typical customer segments:

Customer Type	Prefers	Motivation	Online Behavior
Wellness-focused adults (25–45)	Scented (lavender, eucalyptus, sandalwood)	Stress relief, sleep aid, mindfulness	Reads reviews, searches for “aromatherapy candles”
Gift shoppers	Scented (seasonal, luxury blends)	Thoughtfulness, presentation	Buys during holidays, influenced by packaging
Individuals with allergies/asthma	Unscented	Health safety, irritation avoidance	Filters by “fragrance-free,” reads ingredient lists
Spiritual/meditation users	Unscented or lightly scented	Focus, ritual purity	Seeks minimalist design, long burn time
Interior design enthusiasts	Both, depending on room use	Aesthetic + ambiance coordination	Looks at lifestyle photos, matches decor themes

This segmentation shows that while scented candles attract broader audiences, unscented options fulfill specific needs. Successful online brands often carry both—but position scented variants as flagship products and unscented ones as specialty or inclusive alternatives.

Mini Case Study: How “Haven & Hearth” Doubled Sales with Scent Storytelling

Haven & Hearth, a small-batch candle company based in Portland, struggled with low conversion rates during its first year online. Despite high-quality soy wax and clean burns, their unscented and neutrally named scented candles failed to stand out.

In 2022, they rebranded with a focus on sensory storytelling. They renamed their fragrances: “Misty Pines” replaced “Forest,” “Bookshop Nook” replaced “Leather,” and “Sunlit Citrus” replaced “Orange.” They rewrote product descriptions to paint scenes—like reading by a window on a rainy afternoon or walking through an autumn orchard.

They also added a “Scent Profile” chart showing intensity, longevity, and mood association. Within six months, their average order value increased by 42%, and scented candle sales grew by 118%. Customer reviews frequently mentioned phrases like “I can *smell* it in my mind” and “It feels like a vacation in a jar.”

The lesson? Even without physical sampling, compelling scent narratives can drive emotional engagement and sales—something difficult to replicate with unscented products.

Challenges of Selling Unscented Candles Online

Unscented candles face inherent marketing challenges in the digital space:

• Lack of differentiation: Most are marketed simply as “no scent,” offering little reason to choose one brand over another.
• Perceived lower value: Without a fragrance story, they may seem generic or utilitarian.
• Niche audience: While important, the market for fragrance-sensitive buyers is smaller and harder to reach at scale.

However, some brands successfully position unscented candles as premium or purpose-driven. For example, companies targeting yoga studios or healthcare facilities emphasize purity, clean ingredients, and non-disruptive ambiance. Others highlight craftsmanship—such as hand-poured, slow-burning tapers—appealing to connoisseurs of form over function.

Tip: If selling unscented candles, emphasize burn quality, wax type, wick performance, and aesthetic design. Use terms like “minimalist,” “pure,” and “focused ambiance” to create distinction.

Step-by-Step Guide: How to Choose the Right Candle Online

Whether you lean toward scented or unscented, follow this process to make a confident purchase:

1. Define your purpose: Are you seeking relaxation, decoration, a gift, or a health-safe option?
2. Check fragrance notes: For scented candles, look beyond the name. Do top/middle/base notes align with your taste?
3. Read burn details: Look for burn time, wax type (soy, beeswax, paraffin), and wick material.
4. Review customer feedback: Pay attention to comments about scent strength, soot, and consistency.
5. Assess brand transparency: Does the company list ingredients? Do they mention sustainability or ethical sourcing?
6. Consider return policy: Some brands offer satisfaction guarantees, which is helpful if the scent doesn’t match expectations.

This structured approach helps cut through marketing hype and ensures you select a candle that meets both functional and emotional needs.

Checklist: Optimizing Your Candle Purchase (or Sale)

Use this checklist whether you're buying or selling candles online:

• ☑ Include detailed fragrance descriptions with emotional context
• ☑ Specify wax type and burn time clearly
• ☑ Offer both scented and unscented options to widen appeal
• ☑ Use high-quality lifestyle photography (even without images, describe scenes)
• ☑ Highlight safety certifications (e.g., phthalate-free, lead-free wicks)
• ☑ Encourage reviews that mention scent performance and ambiance
• ☑ Bundle popular scents seasonally (e.g., “Winter Cozy Set”)

FAQ: Common Questions About Scented vs. Unscented Candles

Do scented candles really affect mood?

Yes. Aromachology—the study of how scents influence behavior—shows that certain fragrances can reduce anxiety (lavender), boost alertness (citrus), or promote relaxation (vanilla). While effects vary by individual, many people report improved mood when using preferred scents in calming environments.

Are unscented candles safer for pets and children?

Generally, yes. Strong fragrances can irritate sensitive respiratory systems in pets and young children. Unscented or naturally derived essential oil blends (in moderation) are safer choices. Always ensure proper ventilation and avoid leaving candles unattended.

Can I become desensitized to a candle’s scent?

Yes, a phenomenon called olfactory fatigue means you may stop noticing a scent after prolonged exposure. This doesn’t mean the fragrance has weakened—it’s your nose adapting. To reset sensitivity, leave the room for 15–20 minutes. Alternating between two scents can also help maintain perception.

Conclusion: Why Scent Wins—But Balance Matters

Scented candles sell better online because they tap into emotion, memory, and lifestyle identity—elements that translate powerfully through digital storytelling. Their ability to promise transformation (“turn your home into a spa”) gives them a competitive advantage over the more functional appeal of unscented options.

Yet, the growing awareness of chemical sensitivities and clean living means unscented candles aren’t going away. The most successful brands recognize this duality: they lead with captivating scents but also offer fragrance-free lines to be inclusive and trustworthy.

For consumers, the choice depends on personal needs and environment. For sellers, the path forward is clear: build your brand around scent experiences, but don’t overlook the quiet strength of simplicity. In a market driven by both feeling and function, the best strategy embraces both.

🚀 Ready to elevate your candle game? Whether you're shopping mindfully or launching a brand, start by asking: what story does this candle tell? Share your favorite scent memories or tips in the comments below—we’d love to hear what lights up your space.