The Summer Bath & Body Works Strategy

In candle enthusiast groups on Reddit (like r/bathandbodyworks), users are discussing their summer burning habits. A thread about burning winter candles in May received heavy engagement, with users commenting: "I’m currently burning 'Fresh Balsam' while my AC blasts. If I close my eyes, I can pretend I'm in a log cabin instead of sweating in my apartment." Others confessed: "I bought 40 holiday candles in the winter sales and my house will smell like pine needles until October."