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Flame Out

Meredith Schwartz -- Gifts and Dec, 12/1/2011 2:00:00 AM

ACCORDING TO THE DEPARTMENT OF HOMELAND SECURITY, CANDLES PLACED TOO CLOSE TO COMBUSTIBLES (SUCH AS FURNITURE, CURTAINS, CABINETRY, BEDDING AND HOLIDAY DECORATIONS) ACCOUNT FOR 55 PERCENT OF RESIDENTIAL CANDLE FIRES.
Another 21 percent come from unattended candles, and 12 percent occurred when the user fell asleep. Perhaps because of the combination of flammable bedding and sleepy users, the bedroom is the leading site of candle fires at 38.5 percent, even though it's one of the least common places for people to light candles in the first place.
To promote safety (and avoid cannibalizing your traditional candle sales) promote flameless candles as options to use where a traditional candle won't go: in the bedroom and as part of holiday decor, but also in bathrooms and other often-unattended spaces; around children or pets; and in dorms, offices, or other places where candles aren't allowed.

Uneven edges add an extra touch of realism. Mark Feldstein & Associates. 419.867.9500.

Twisted tapers look like crystal or icicles. Roman Inc. 800.729.7662.

In fact, safety is some companies' whole reason for being: Candle Warmers Etc. founder Bart Kennington brought his first plate-style warmer to market in 2001 after a neighbor's house was destroyed by a candle-sparked fire.
One surprising location for flameless candles: outside. While it may not seem like a fire hazard, wind can make traditional candles difficult to keep lit. "Outdoor is an area where we expect to see continued growth," says Robin Tameshtit, vice president of sales and marketing for Candle Impressions.

How Big is the Un-Candle Market?
It's hard to get an exact number, but Tameshtit estimates that flameless candles have "tipped past 10 percent" of the total candle market, which she says is "just over a $3 billion industry." And that's not all: while candles as a whole have been fairly flat, "We're seeing strong double digit growth and expect that to continue well past 2012 - that applies to the industry, not just our company," Tameshtit continues.

	Mix and match sleeves and bulbs for a custom look. The Electric Candle Co. 866.753.6966.
Home Safety Council award winner. Candle Impressions. 888.644.4373.

Of course, not all of that is being spent at specialty retailers. While the mass channel is definitely part of the equation, it does not have a monopoly on the category. Says Tameshtit, "[Consumers] are buying them anywhere from warehouse clubs to upscale home decor retailers, mass retailers, department stores, online, through catalogs, even food and drug stores."

Retailers looking to appeal to the elusive male shopper, take note: while the main audience for flameless candles, as for all candles, is predominantly female, Tameshtit says, "We think the purchase of remote control sets is more of a hybrid, because of the technology aspect."

Trends in Flameless
While flameless candles are themselves a trend, that doesn't mean there aren't any trends within the emerging category. "It is moving beyond cream colors, into more decorative finishes. You're also starting to see larger profile candles. As you're starting to see more massive candles, flameless is following suit," explains Tameshtit.

	Uses four LEDs and real wax. $19.99-$34.99. The Amazing Flameless Candle. 480.264.3350.
Scentlight fragrance diffuser looks like a pillar candle. $24.99. Yankee Candle. 800.243.1776.

Ryan McCauley, director of business development for GKI/Bethle hem Lights, is taking decoration to the next level: he says the company is building its Luminara candle into the decor pieces created in a new partnership with Jim Shore.

Scent or Sight?

When it comes to flameless alternatives to candles, there are two main groups: those that focus on sight and those that focus on scent. The latter, such as candle warmers/melters and electricity-powered diff users, can actually scent a room more strongly than traditional candles. Melissa Clyne, a spokesperson for Candle Warmers Etc., notes "one of the reasons that a candle's fragrance is better enjoyed with a candle warmer than with a flame is because of the greater surface area of the candle that's heated (the entire surface) as opposed to just the wax that is heated by a flamed wick."
LED candles, in contrast, may not have any scent at all, making them a good choice to market to the allergic (or to those who don't want scented candles to compete with food.) But make sure you check: many are made of real wax which is lightly scented, though they don't throw a warm fragrance.

Luminara patented tech was developed for Disney. GKI/Bethlehem Lights. 800.666.2118.
	Candle Breeze Cando-O Warmer uses a fan. Candle Warmers Etc. 800.262.2305.

Special Features

When choosing flameless candles, there are some extra considerations to keep in mind besides the usual looks, price, packaging and special offers. In particular, battery life, "run time" (i.e., how long the candle "burns" before turning off ) and flicker pattern are things to ask about.
If the candle is made with real wax, add fragrance and color stability to the list because, as Tameshtit says, "they are likely to be there a lot longer than a regular candle."
LED and other flameless candles aren't likely to replace your staple candle lines any time soon, but by appealing both to new customers, and to existing candle fans for new uses, you can expand anotherwise mature category with the flick of a switch.

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