Polski
Caramel on Candles and Crowds in Birmingham: What's Driving the Gift & Deco Industry Ahead of the Holidays
September showed that the holiday season in the gift and decor industry is ramping up faster than usual. On one hand, the market is being dominated by candles with gourmand scents; on the other, the UK's Autumn Fair and Glee trade shows recorded record-breaking orders right from the start. We take a look at what these two events mean for Warsaw Gift & Deco exhibitors.
01 · Candles & Fragrances
Scented Candles 2026: Gourmand, Caramel, and Stronger Concentrations
The 2026 scented candle season is shaping up to be exceptionally sweet. According to market analysis [1], what truly sets artisanal candles apart from their mass-market counterparts is the concentration of fragrance oils – in premium products it reaches 8-12%, while cheaper alternatives make do with just 3-5%. It's this difference, rather than the label or price tag alone, that determines how strong and long-lasting the scent is in a room.
As for the notes themselves, the gourmand direction dominates in 2026. Topping the list of hits are salted caramel, Madagascar vanilla, roasted almond, and tonka bean – compositions that bring to mind a patisserie more than a traditional holiday candle. This is a clear signal to candle manufacturers and distributors that it's worth expanding their portfolio with warmer, more "edible"-feeling scents.
The second major theme is sustainability. More and more brands are turning to plant-based waxes and reusable packaging – for example, glass vessels that become a vase or storage container once the candle has burned down. For exhibitors in the candles, fragrances, and lifestyle category, this is a clear direction for developing their range in the coming months.
02 · Trade Shows
Autumn Fair and Glee: Birmingham Heats Up the Market Ahead of the Holidays
If candles show which direction product trends are heading, the combined edition of the Autumn Fair and Glee trade shows in Birmingham shows the state of health of the entire gift & home sector ahead of the holidays. The event, held on 6-9 September 2026 at the NEC Birmingham, drew more than 13,000 buyers and over 800 exhibitors [2].
The scale of interest translated directly into sales results – some exhibitors reported order increases of as much as 50% year-on-year. This is a sign that retail buyers started stocking up earlier and more boldly this season than in previous years. Among the trends spotted moving between stands were outdoor-style clothing, animal prints, and a growing share of recycled materials – themes that are increasingly crossing over from fashion accessories into decor and lifestyle products as well.
For Warsaw Gift & Deco organizers and exhibitors, Birmingham is a natural point of reference – it's one of the largest trade shows in Europe right before the peak of the holiday season, and the trends and order dynamics observed there sooner or later tend to reach the Polish and Central European market as well.
Summary
Summary
Sweet notes in candles and record-breaking orders in Birmingham are two signals of the same phenomenon: the gift & home industry is entering the holiday season with a bigger appetite than usual. It's worth taking a look at your fragrance and seasonal offering now, before your competitors do. Stay tuned for our upcoming industry roundups, and be sure to visit the stands at Warsaw Gift & Deco (Warsaw International Gift & Decoration Fair) – the best place to see these trends live and make business connections for the upcoming season.
Invitation
Salted caramel candles and crowds of buyers in Birmingham are a preview of a red-hot holiday season – don't miss it in your own market. Visit Warsaw Gift & Deco (Warsaw International Gift & Decoration Fair) and see the latest collections of candles, decorations, and lifestyle products live. It's a chance to make business connections before the peak of holiday ordering kicks in.
Warsaw Gift & Deco 2026Footnotes
[1] myLomza.pl — https://mylomza.pl/artykul/swiece-zapachowe-2026-n1856887[2] TheIndustry.fashion — https://www.theindustry.fashion/show-report-the-word-from-the-aisles-at-autumn-fair-2026/