(6 Jun 2025)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
North Bergen, New Jersey – 28 May 2025
1. Walmart cake decorator Melissa Fernandez making a graduation cake
2. Tight on red filling
3. Time lapse of cake decorator making Cupcake Bouquet
4. SOUNDBITE (English) Melissa Fernandez, Walmart Cake Decorator:
“The Cupcake Bouquet is our number one right now. It’s our biggest seller.”
5. Cupcake Bouquet
6. SOUNDBITE (English) Melissa Fernandez, Walmart Cake Decorator:
“So it’s twelve cupcakes set up to look like a flower bouquet.”
7. Fernandez putting on hair net
8. Fernandez entering cake decorating area
8. SOUNDBITE (English) Melissa Fernandez, Walmart Cake Decorator:
“Well TikTok helps me to stay up to date. A lot of trends that I see on there, within that week or within that month, customers will come asking about it.”
9. Time lapse of Fernandez making graduation cake
10. SOUNDBITE (English) Melissa Fernandez, Walmart Cake Decorator:
“I make twenty-four dollars and forty-something cents.”
11. Drone video of exterior of Walmart store ++MUTE++
12. Walking video from outside to interior of Walmart
13. Cake display case
13. SOUNDBITE (English) Michael DeMarco, Walmart Coach:
“That’s one of the most important things and that’s price point. And Walmart has the best price point out of everybody else in the business.”
14. Cupcake Bouquet
ASSOCIATED PRESS
Port Washington, New York – 2 June 2025
15. SOUNDBITE (English) Marshal Cohen, Circana Chief Retail Advisor:
“What we are seeing is the consumer entering into an era of ‘dups’ – duplications – less expensive versions of the original. Walmart offering up decorated cakes that would normally cost hundreds of dollars, offering them up for a fraction of the price."
ASSOCIATED PRESS
North Bergen, New Jersey – 28 May 2025
16. Cupcake Bouquet being decorated
ASSOCIATED PRESS
Port Washington, New York – 2 June 2025
15. SOUNDBITE (English) Marshal Cohen, Circana Chief Retail Advisor:
“And in many cases they may be almost as good, or in the consumer’s mind, just as good as the original upper end product.”
ASSOCIATED PRESS
North Bergen, New Jersey – 28 May 2025
16. Fernandez writing on cake
17. Fernandez handing cake to customer Greg Arango
18. SOUNDBITE (English) George Arango, Customer:
“Oh the price is fantastic. I’m walking in and out with two cakes for forty dollars.”
19. Fernandez decorating cake
ASSOCIATED PRESS
Port Washington, New York – 2 June 2025
20. SOUNDBITE (English) Marshal Cohen, Circana Chief Retail Advisor:
“The question always comes up when a large retailer starts to enter into, we’ve certainly seen this with online retailers, big box retailers, warehouse clubs. The challenge always is, you know, are they knocking out the local merchant? And what we’ve learned over time is no, the local merchants has the ability to be able to service the customer in a different way. But what we are seeing is this is creating almost like a new found opportunity for those that have a skill set that are artistic and have the ability to be able to now find a home to put that.”
ASSOCIATED PRESS
North Bergen, New Jersey – 28 May 2025
21. Fernandez making cake
STORYLINE:
Inside this bakery at a New Jersey Walmart, Melissa Fernandez assembles and decorates cakes.
“The Cupcake Bouquet is number one biggest seller right now,” said Fernandez. “So it’s twelve cupcakes set up to look like a flower bouquet.”
Across the country, cake decorators at the nation’s largest retailer will collectively decorate more than a million cakes during this May and June graduation season.
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News post in June 11, 2025, 6:04 am.
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