Home Fragrance Online Sales Freshen Up

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Home fragrances

According to a recent Kline study, online shopping for home fragrances is expected to grow from 10.6% to 16.2% from 2017 to 2020, with online candle orders increasing by 19%.  

Leading the shift are consumers using brand websites and Amazon over traditional retail options. Home care fragrance leader Yankee Candle has recently seen growth by expanding into Walmart and offering its products online. Additionally, the second-largest candle maker, Bath & Body Works, recorded strong sales on its website and Amazon.