Candle Day is the biggest thing Bath & Body Works does all year. For three years running, Fluz has turned it into the biggest week of the year for the brand on our platform — growing event sales 147% until one December week carried nearly a quarter of the brand's entire annual volume.
Key highlights
- Gift card sales during Candle Day grew 147% across three events
- Cards sold rose 60% while the average card climbed from $94 to $146
- By 2025, Candle Day week accounted for 23% of the brand's annual volume on Fluz
- December 2025 ran more than 14x the size of the month before it
- Average card value jumped 16% during the event and stayed elevated after it closed
Some brands have a season. Bath & Body Works has a day.
Three-wick candles at a fraction of their usual price, for a few days only, and a customer base that plans around it — sets alarms, builds lists, compares hauls.
You cannot manufacture that kind of anticipation. But you can meet it.
Fluz's job was never to invent demand for Candle Day. It was to make sure our members knew it was coming, understood how to stack cashback on top of an already-good deal, and had somewhere to shop it together.
We treated it like an event, not an offer.
Every December for three years, we've run Candle Day as a Fluz party — members buying as a group, with the cashback rate climbing as more people commit. That mechanic matters. A party isn't a discount sitting quietly in an app; it's a reason to tell someone else.
Ahead of each one, we put the date in front of members, explained what Candle Day is for anyone who'd never taken part, and made the gift card the obvious way in. The party did the heavy lifting: in 2023, roughly two-thirds of everything members spent on the brand during Candle Day came through it.
Then we did it again. And again. Which turns out to be the whole point.
The week grew by half again, then some.
Between the first Candle Day we ran and the most recent one, gift card sales during the event grew 147%.
The growth came from both directions at once. Over the same three years:
- The number of cards sold rose 60%
- The average card climbed from $94 to $146
More cards moving, and each one loaded higher. Most promotions trade one of those away to get the other.
By 2025, Candle Day week accounted for 23% of everything Bath & Body Works sold on Fluz all year.
One week, a quarter of the year.
That's the number that reframes what Candle Day has become.
By 2025, December accounted for 23% of Bath & Body Works' annual volume on Fluz — a single retail moment carrying close to a quarter of the entire annual relationship.
That December ran more than 14 times the size of the month before it.
And the bigger baskets outlast the week.
Candle Day doesn't just move cards while the rate is live. In the thirty days before the 2025 event, the average Bath & Body Works card on Fluz was loaded at one level. During Candle Day it jumped 16%. In the thirty days after the event closed, it settled back only part of the way — still running above where it started.
That's a small number doing a lot of work. It means members who loaded up for Candle Day didn't simply revert the moment the offer ended.
What we're carrying forward.
Candle Day now works on Fluz the way it works in Bath & Body Works' own calendar: a fixed point in the year that members plan around rather than stumble into.
The brand brought the event. Fluz brought the audience, the education, and a reason to shop it together — three years running, and bigger every time.
Curious what a Fluz campaign could do for your brand? Get in touch.