Now there’s Candle Market Research

We’ve seen beer signware and the self-driving car playbook and some very odd prom dress accessories. Now there’s candle market research.

VC firm O’Reilly AlphaTech Ventures launched a new product called the “GLOWscapes,” a set of pictures showing the overnight price of a variety of online candles sold in the US, based on the visits of people near their origins of origin — making it possible to spot the next big fad.

“In this new era of mass-marketed technologies, I believe that we’re finally experiencing a time of big, beautiful trends, where we’re able to accurately predict the next big trend,” says Andre Robinson, founder of O’Reilly, in a news release. “We’re excited to make this a reality with the debut of GLOWscapes.”


Using a consumer-behaviors database, O’Reilly first studied US home internet searches for candles, or “slime vases” for their lozenge-shaped shape, plus a number of honey-scented options. Those searches suggested an explosive trend, with sales from those bubblegum-hued candles exploding by 400 percent in the US market between 2016 and 2017.

O’Reilly also took data on visits to those sites, and guessed that candles in France were generating increased traffic to online retailers in the US. It found those French candles were taking a bit of a nosedive in the US last year, which some small-world observers could read as a bad omen.

Or, it could be that Christmas decorations are coming!

Check out the full list of candles to watch.

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