Summer markets bring a different kind of customer.
They are walking around in the heat, often with limited time, and they are drawn to products that feel fresh, useful, and easy to enjoy right away. If you are a candle or skincare maker, understanding how buying behavior shifts in warmer months can make a big difference in what actually sells.
Let’s break down what customers are really reaching for at summer markets, and how you can adjust your product line to match.
What Changes in Summer Buying Behavior
In summer, customers tend to:
- Avoid heavy, rich products
- Look for fresh, clean, or energizing scents
- Favor lightweight, non-greasy textures
- Make more impulse purchases
- Be more price-sensitive in casual environments
This means your bestsellers are usually not your most complex products, they are your most approachable ones.
Summer Candle Bestsellers
Candles can still sell well in summer, but only if they match the season.
What Fragrances Sell:
- Citrus scents: Rosemary Lemon, Rio Radiance, Grapefruit
- Clean and fresh: Fresh Linen, Cool Fresh Aloe, White Tea & Sage
- Coastal blends: Beach Skin, Hawaii, Casa Pacifica
- Light fruity scents: Peach Skin, Panjore Lychee, Santiago Huckleberry
Formats That Perform Best:
- Smaller sizes or travel tins
- Lower price point options
- Clean, bright label designs
What Struggles:
- Heavy bakery scents
- Deep, spicy fall fragrances
- Large, expensive candles without a strong scent hook
Pro Tip: Position candles as a “mood” product. Customers are buying the feeling of freshness, not just the scent.
Summer Skincare Bestsellers
Skincare often becomes the top performer in summer, especially when it solves a seasonal need.
What Sells:
- Body oils for a lightweight glow
- Body sprays and mists for quick refresh
- Aloe-based or cooling products
- Lightweight lotions or gels
Why They Work:
- Easy to use in heat
- Feel refreshing instead of heavy
- Solve real problems like dry skin, sun exposure, or feeling overheated
Ingredients to Stock for Summer Bestsellers
If you are planning your summer product lineup, having the right ingredients on hand makes all the difference.
These are some of the most versatile, high-performing ingredients makers rely on to create products that actually sell in warmer months.
For Lightweight Skincare Products:
Aloe vera for cooling, soothing, and hydrating summer formulas
Glycerin to help retain moisture without heaviness
Carrier oils like Apricot Kernel Oil is a light, fast-absorbing oil that leaves skin soft without a greasy feel
Vitamin E oil to support skin feel and shelf life
How to Set Up for Summer Success
Your display matters just as much as your products.
Simple Ways to Increase Sales:
- Use bright, clean, summer-inspired colors
- Group products by scent or function
- Highlight “summer favorites” with signage
- Keep your table uncluttered and easy to browse
For even more tips for Summer check out our blog Summer Vibes: Lip Balm Life Hacks
