Here in Central Calif, people would pay $1.25 for unscented colored any wax and about $1.00 for not colored, shrinkwrapped. Palm wax is expensive but most consumers don't care in a votive. Perfect example of what Vicki said, different area..different price...different tastes as well. I like color but buy white because I love soy wax and the pure color of it. I also like palm wax and the pure color of it. Scent is very important in most instances, but when I'm looking for candles for an area where there is food, I definitely want unscented so I purchase both (and I tell customers this when selling). I was just at a fair where a candle person was selling, she was pricier and barely sold anything. Know your market, look at prices in stores, markets and fairs that carry hand made candles.