Walmart’s Custom Cake Business: A Sweet Success Story
Inside a Walmart store in New Jersey, a worker puts the finishing touches on a cake with an edible ink Sponge Bob on top. A colleague creates a buttercream rosette border for a different cake, while another co-worker frosts a tier of what will be a triple-deck dessert.
It’s graduation season, the busiest time of year for the 6,200 employees the nation’s largest retailer trained to hand-decorate cakes per customers’ orders. The cakes themselves come, pre-made, frozen and in a variety of shapes and sizes, from suppliers, not Walmart’s in-store bakeries.
Why Custom Cakes are a Big Deal for Walmart
But there’s no sugar-coating the importance the company places on its custom cake business. Its army of icing artisans are the highest paid hourly workers in a typical U.S. Walmart, excluding managers. Cake decorators earn an average of $19.25 per hour, compared with $18.25 for all non-managerial store workers, a company spokesperson said.
Melissa Fernandez, 36, started working in the electronics area and then the wireless services department of the Walmart in North Bergen, New Jersey, before she transferred to the deli area in search of better pay. But Fernandez had her eye on a cake decorating job and after spending two months getting trained by a store colleague, she picked up a piping bag full-time in 2021.
A Career Path with a Sweet Twist
“I love baking at home. I love painting,” Fernandez said. “I love doing anything artistic, and I just always wanted to be a part of it.” After 11 years with Walmart, she said she now makes about $24.40 an hour.
Fernandez’s story is not unique. Many Walmart employees have found a career path in cake decorating, which requires skill, patience, and attention to detail. With the rise of social media, Walmart’s cake decorators have become stars in their own right, showcasing their creations and attracting a large following.
The Social Media Factor
The company promotes its personalized baked goods on TikTok, and the workers behind such creations do the same with their own profiles. As the content has grown in popularity, critics have accused Walmart decorators of stealing ideas and undercutting the work of professional cake artists with their low-priced products.
After TikTok videos praising Walmart’s $25 heart-shaped cakes with borders that resemble vintage lace cropped up before Valentine’s Day this year, a few bakers produced their own videos explaining why their cakes cost so much more and critiquing Walmart’s.
Debates ensued in the comments sections over whether Walmart represented evils of capitalism or served the needs of the masses.
Prices and Profit Margins
A customized sheet cake that can be sliced to serve 96 people costs $59 at Walmart, about one-third to half the price that a nationwide sample of independent bakeries list online for similarly sized cakes. For $5.20 more, Walmart customers can add strawberry or “Bavarian creme” fillings, which like the bare cakes, are vendor-supplied.
The slice of the celebratory occasion cake market Walmart holds appears vast based on company-supplied figures. One out of four cakes sold in the U.S. comes from Walmart, and its employees will collectively decorate more than 1 million cakes during May and June, according to a company spokesperson.
The Business of Cake Decorating
For Walmart, the cake decorating business delivers higher profit margins than some other areas, such as groceries and electronics, according to Marshal Cohen, chief retail advisor at market research firm Circana. But it’s also resonating with shoppers looking for affordable luxuries.
“We’ve gone into a period where the consumer is saying, ‘This is good enough,’” Cohen said.
Customers interviewed at the North Bergen store on a recent weekday seemed to be satisfied. George Arango, 34, picked up two customized cakes, one to celebrate a co-worker’s retirement and the other for a colleague getting another job. After researching prices on various store websites, he decided to give Walmart a try.
“The price is fantastic,” he said. ”I’m walking out with two cakes for $40.”
An employee decorates a cake inside Walmart Supercenter on Wednesday, May 28, 2025, in North Bergen, New Jersey.(Andres Kudacki / AP)
TikTok and Cake Decorating Trends
TikTok has played a significant role in promoting Walmart’s cake decorating business. The platform has allowed decorators to showcase their creations, share their techniques, and connect with customers.
“TikTok helps me stay up to date,” Fernandez said. “A lot of trends that I see on there, within that week or within that month, customers will come asking about it. And we’re pretty up to date as well.”
Conclusion
Walmart’s custom cake business has become a sweet success story for the retailer. With its army of skilled decorators, affordable prices, and social media presence, Walmart has cornered a significant portion of the celebratory occasion cake market.
While some critics have accused Walmart of undercutting professional cake artists, the company’s focus on affordable luxuries has resonated with shoppers. As the cake decorating business continues to grow, it will be interesting to see how Walmart adapts to changing trends and consumer demands.
Frequently Asked Questions
Q: How much do Walmart cake decorators earn?
A: Walmart cake decorators earn an average of $19.25 per hour, compared with $18.25 for all non-managerial store workers.
Q: How many cakes does Walmart decorate each year?
A: Walmart employees will collectively decorate more than 1 million cakes during May and June, according to a company spokesperson.
Q: Can I customize my cake with Walmart?
A: Yes, Walmart offers customized cakes for various occasions, including birthdays, weddings, and graduations. Customers can choose from a variety of designs, flavors, and fillings.
Q: How much do Walmart cakes cost?
A: The prices of Walmart cakes vary depending on the size, design, and fillings. A customized sheet cake that can be sliced to serve 96 people costs $59, while a heart-shaped cake with borders that resemble vintage lace costs $25.
