between 25 and 50%
Price the candles at half retail price for the wholesale market. Stores generally markup inventory by 100 percent over cost. For example, if the candles are sold wholesale at $4 each, the retail price would be $8.
If you plan properly with a good marketing strategy, candle-making indeed can be a highly profitable business. The cost of making candles is not much. The profit margin is also better than a lot of other consumer products. One can easily make a profit percentage of more than 30% on selling candles.