Walmart’s Cake Decorating Surge During Graduation Season in New Jersey
NORTH BERGEN, NJ (AP) — Inside a bustling Walmart Supercenter in North Bergen, New Jersey, as graduation season hits its peak, employees are hard at work crafting personalized cakes. One team member meticulously completes a cake adorned with an edible SpongeBob, while another artist carefully pipes a buttercream rosette on a separate confection. Nearby, a colleague frostingly finishes a towering triple-layer cake, ready for celebratory festivities.
This time of year is incredibly busy for Walmart, where over 6,200 trained cake decorators cater to custom orders. The cakes, however, arrive pre-baked and frozen from suppliers, underscoring the efficiency of the retailer’s operations rather than relying solely on in-store baking facilities.
Notably, Walmart’s cake decorators are among the highest-paid hourly staff in the company, earning an average of $19.25 per hour, a significant boost compared to $18.25 for other non-managerial positions, a spokesperson confirmed.
Melissa Fernandez, 36, has had a varied career with Walmart, moving from electronics to deli services in pursuit of better pay. However, her true passion for cake decorating became apparent, leading her to undertake rigorous training under a seasoned colleague. Since transitioning to a full-time cake artist in 2021, she now enjoys earnings of approximately $24.40 per hour.
“I’ve always loved baking and the arts,” Fernandez shared. “It was my dream to be involved in cake design.” Yet, despite their elevated status within the company, Walmart decorators have faced criticism online. Some social media users have accused them of undermining the work of professional bakers with their competitively priced creations.
The criticism gained traction following videos showcasing Walmart’s charming $25 heart-shaped cakes, prompting professional bakers to explain why their offerings come at a premium.
As these debates unfold, Walmart continues to dominate the cake market. Figures indicate that approximately one-quarter of cakes sold in the U.S. come from the retail giant. During peak graduation season, employees collectively decorate over a million cakes through May and June. At Fernandez’s store, daily production spikes to about 50-60 cakes compared to a typical 30-35.
Store manager Michael DeMarco attributes much of this success to the decorators’ creativity and the viral influence of TikTok. The platform has transformed cake promotion, with Fernandez amassing almost half a million views on a TikTok post demonstrating a customized bouquet cake—an arrangement of 12 cupcakes designed to resemble flowers.
Popular cake themes this season include heart-shaped designs and whimsical creations resembling sushi or spaghetti. Fernandez has even introduced "burn away" cakes, allowing a hidden image to be revealed when a printed topper is set ablaze.
“TikTok keeps us informed about trends,” she remarked. “Customers often request the latest styles.” The skill involved in decorating, she emphasized, requires practice and precision, ensuring that each design meets customer expectations.
At a Walmart in Springfield, Missouri, Tiffany Witzke has made a name for herself with over 912,000 TikTok followers. She notes a growing demand for intricate designs from customers compared to simpler cakes of the past.
Conversely, artisan bakers like Liz Berman of The Sleepy Baker in Natick, Massachusetts, argue that their focus on quality and custom ingredients keeps them competitive despite Walmart’s popularity. With her half-sized sheet cakes starting at $205, Berman emphasizes her dedication to handmade artistry.
According to retail analyst Marshal Cohen, Walmart’s cake business enjoys healthy profit margins, appealing to shoppers seeking cost-effective indulgences. As consumer attitudes evolve, many are willing to settle with “good enough” options rather than splurging on higher-priced cakes.
Feedback from North Bergen customers like George Arango indicates satisfaction with the retailer’s offerings. He purchased two customized cakes for a total of $40, a value he deemed exceptional after comparing prices at various stores.