6 Creative Ways to Market Your Handmade Business

6 Creative Ways to Market Your Handmade Business

6 Creative Ways to Market Your Handmade Business

Build your brand, grow your audience, and have fun doing it.

Whether you’re pouring candles in your kitchen or running a full-scale operation, marketing is what helps your handmade business get noticed and stay top of mind with your customers.

At Central Illinois Candle Supply, we’ve worked with makers at every level and we know that the best marketing doesn’t have to be complicated or expensive. Sometimes, it just takes a little creativity and consistency.

Here are 6 proven, creative ways to market your handmade business and grow your audience:

 

 

1.       Tell Your Story (Over and Over Again)

People don’t just buy products — they buy people. Your customers want to know the human behind the handmade.

What to try:

  • Share why you started your business

  • Post photos of your workspace or production process

  • Introduce yourself on your website and social media

  • Talk about your challenges, wins, and real-life moments

Where to use it: Your Instagram bio, “About Us” page, product packaging, and even emails. Your story is your brand.

 

 

2.       Use Video to Build Trust and Visibility

You don’t need fancy equipment — just your phone and some good lighting. Behind-the-scenes clips and product demos help build trust and engagement.

What to try:

  • Time-lapse of a candle pour

  • Quick tip: “How I test wicks”, “How I pour melts” or “Make Soap With Me”

  • Product reveal or packaging day

  • Answer a frequently asked customer question

Where to post: Instagram Reels, TikTok, YouTube Shorts, or Facebook. Short-form video is currently the most discoverable content out there.

 

 

3.       Bundle Creatively for Holidays or Themes

Instead of waiting for seasonal demand, create it. Bundling products around occasions or moods gives customers a reason to buy right now.

What to try:

  • "Cozy Fall Night" candle trio

  • “Self-Care Sunday” wax melt sampler

  • Limited-edition sets for Mother’s Day, Teacher Gifts, Pet Lovers, etc.

  • Themed packaging with custom labels

Pro tip: Promote your bundles as limited time to drive urgency and FOMO (fear of missing out).

 

 

4.       Collaborate with Other Small Businesses

Your audience overlaps with other makers, artists, and service providers, especially local ones. A cross-promotion can double your exposure.

What to try:

  • Collaborate with a local soap maker, artist, or boutique

  • Swap shoutouts or bundle products together

  • Create a giveaway with another brand

  • Drop off candles in a local coffee shop or salon for free exposure

Bonus: You’ll build real relationships in your community, not just your follower count.

 

 

5.       Email: The Most Underrated Marketing Tool

Social media algorithms come and go, but your email list is yours forever. Even if you have just 20 subscribers, it’s worth nurturing.

What to send:

  • Sneak peeks of new launches

  • VIP early access to sales

  • Seasonal tips or scent spotlights

  • Short stories from your business journey

Tool tip: Use simple platforms like MailerLite, Flodesk, or Shopify’s built-in tools. Keep it casual, like writing to a friend.

 

 

6.       Get Involved in Your Local Community

Sometimes your best marketing is offline. Supporting your community builds word-of-mouth, trust, and long-term loyalty and it feels good, too!

What to try:

  • Donate candles to local raffles, fundraisers, or silent auctions

  • Sponsor a community sports team or school event

  • Set up a table at craft fairs, farmers markets, or street festivals

  • Partner with local charities or shelters during the holidays

  • Offer a “giveback” candle where a portion of proceeds supports a local cause

Pro tip: Always include your business card or a product sample with donations. Even small gestures go a long way in building brand recognition.

 

 

Final Thought

You don’t have to do everything at once — just start somewhere. Consistency beats perfection every time. Marketing is simply sharing your passion in a way that helps people connect to what you make.

We’re here for you every step of the way — whether you’re launching your first candle line or prepping for your hundredth craft fair.

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