The Monthly Retail Social Index Spotlight: Cheaper Than Dirt, DSW, Yankee Candle

The singular focus for Yankee Candle is fragrance. Fans are extremely vocal about the scents they love and those they love to hate. The brand feeds this passion with lots of questions — e.g., “Do scents remind you of a favorite memory?" "What fragrance is your happy scent?” — and polls about product lines, like its new “Man Candles” offering. Everyone has opinions about these new candles, and they’re not all positive. However, the brand showed it has, um, a “scents” of humor about it, sharing with fans the recent Jimmy Fallon segment that mocked these “mandles.”