During the week of Kwanzaa, a new candle is lit on the kinara each day. The center black candle is lit first, and the lighting then proceeds from left to right, with each new candle being lit corresponding to the principle of that day. For the first celebration in 1966, Karenga searched for a candleholder with seven holes, but couldn't find one, so he used a nine-hole Jewish menorah and broke off two of the openings.

Starting in the 1990s, the holiday became increasingly commercialized, with the first Hallmark Card being sold in 1992. Some have expressed concern about this potentially damaging the holiday's values.