In the world of handmade candles and soaps, small businesses have long thrived by offering unique, personal touches that mass retailers simply cannot replicate. However, in recent times, companies like TEMU have made it harder for small makers to keep their heads above water. With aggressive pricing, overwhelming marketing power, and endless product choices, TEMU and similar monster online retailers seem to be an unstoppable force. But here’s the thing: we can survive—and even thrive—by embracing what makes our small businesses special.
Let’s talk about how small business owners in the candle and soap industries can not only compete but also stand out in a world dominated by these giants.
1. Lean Into What TEMU Can’t Offer: Personalization and Storytelling
When you buy from a large retailer like TEMU, you’re getting a mass-produced item without a story or personal touch. Small businesses have the power to craft a narrative that resonates with their customers. Whether you make candles with locally sourced ingredients or handcraft unique soaps with eco-friendly packaging, tell that story. Share how your products are made with care and the passion that goes into each item. Customers are drawn to businesses that feel personal, and this is a major advantage you have over massive online retailers.
2. Focus on Quality Over Quantity
Sure, TEMU may offer cheaper products, but the quality of handmade goods often far exceeds that of mass-produced items. Highlight the quality of your ingredients—whether it’s the pure soy wax in your candles or the all-natural oils in your soaps. Customers who care about what they’re putting on their skin or burning in their homes will notice the difference.
You can emphasize what makes your products special. For example, at Candlehaven.ca, we offer fragrances like Sugared Pumpkin Butter and Spiced Pumpkin Soufflé, which aren’t just run-of-the-mill scents. They are crafted to evoke feelings of warmth and nostalgia that a mass-produced candle simply can’t provide.
3. Embrace Sustainable and Local Practices
More than ever, consumers are looking for products that align with their values. TEMU may be able to offer cheap products, but how much do customers really know about their sustainability practices? This is where small businesses can shine. If you’re using eco-friendly materials, reducing your carbon footprint, or sourcing ingredients from local farms, make that a core part of your brand. Sustainability is a growing trend, and many consumers are willing to spend more on products they believe are good for the environment.
4. Build a Loyal Community
TEMU can’t build a close-knit community in the way that you can. Social media is your best friend here. Share behind-the-scenes looks at your candle or soap-making process, host Q&A sessions, and engage directly with your followers. Make your customers feel like they are part of your journey. By creating a sense of community around your products, you’ll foster customer loyalty that a big-box retailer simply can’t replicate.
Don’t be afraid to go further by offering exclusive products to your followers, providing early access to new lines, or even giving them a say in what products you launch next. Customer engagement builds trust, and trust builds long-term success.
5. Offer Customization Options
Customization is something big retailers like TEMU can’t do at scale. Small businesses can offer custom candle scents or soap formulations tailored to individual customer preferences. Offer limited-edition, seasonal lines that are unique and can’t be found anywhere else. The beauty of being small is your ability to pivot and adapt quickly to trends or customer demands. Use this to your advantage by offering one-of-a-kind products.
6. Be Strategic with Your Pricing
While you might not be able to compete directly with TEMU’s prices, you can still offer fair pricing for your products based on their quality and unique selling points. Educate your customers about why your candles or soaps are priced the way they are. Highlight the craftsmanship, the quality of ingredients, and the sustainability factor—these are things that justify a higher price point and attract discerning customers
7. Optimize Your Online Presence
In an era where online shopping dominates, having an optimized website and strong social media presence is crucial for success. Focus on local SEO, highlighting your location and the unique qualities of your products. For example, if you make candles in Toronto, use phrases like “handmade soy candles in Toronto” or “Toronto-based sustainable candle maker” on your website and social media platforms to capture local customers searching for these products.
Additionally, ensure that your website is user-friendly, mobile-optimized, and fast. Small businesses need a polished online presence to compete with the seamless shopping experiences offered by larger retailers.