Brisk Business In Selling Hope By The Wick
Hispanics have long lighted them for loved ones and for luck. But devotional candles are increasingly kindled by anyone with a wish or a prayer, and as a result, they are now a lucrative and growing niche in the $2 billion candle market in the United States.
“The reason why these kinds of candles fly off the shelf is they have a job to do,” said Neil Foley, professor of Hispanic history and culture at the University of Texas, Austin. “You find marijuana in your daughter’s drawer, a bill is due, your son is arrested — you burn a candle to your favorite saint to help you out.”
Devotional candles not only illuminate home altars and shrines they have also become an integral part of makeshift memorials for missing children, victims of violent crimes and soldiers killed in Iraq.
During uncertain economic times especially, Mr. Foley said, “desperate people, whether they are Hispanic, Anglo, African-American, Catholics, Pentecostals or Jewish Buddhists, burn candles because it can’t hurt and, who knows, it might help.”
The candles — also known as prayer, novena and semana candles — burn year round in many households but are especially popular near the holidays. Their manufacturers say sales have increased 15 to 20 percent annually since 2002.
Photo by Michael Stravato.
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