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Associated Press
4 days ago
- Politics
- Associated Press
Takeaways from New Jersey's primaries: GOP nominee's win is also a victory for Trump
NORTH BERGEN, N.J. (AP) — New Jersey primary voters have chosen their GOP nominee — and President Donald Trump notched a win in his endorsement belt — in one of two high-stakes governor's races being held this year. While officials from both parties say November's general election will hinge on local, pocketbook issues, the outcome will also be closely watched as a harbinger of how both parties might fare in next year's midterm elections, and as a test of both Democratic enthusiasm and how the GOP fares without Trump on the ballot. Here are takeaways from Tuesday's primary results: Trump notches a decisive win 2025's off-year elections have been rough for Republicans and Trump. The president went all in on Wisconsin's state Supreme Court race this spring, backing conservative Brad Schimel, even as polls showed Schimel lagging his Democratic-backed rival. Schimel went on to lose by a whopping 10 points, even after billionaire Elon Musk and groups he backed poured $21 million into the race. This time, Trump's chosen candidate, Republican front-runner Jack Ciattarelli, easily won the nomination. 'Jack Ciattarelli is a WINNER, and has my Complete and Total Endorsement – HE WILL NOT LET YOU DOWN,' Trump wrote in a social media post announcing his endorsement last month. 'MAKE AMERICA GREAT AGAIN, ELECT JACK CIATTARELLI!' After losing in 2021 to term-limited Democratic Gov. Phil Murphy by the slimmest of margins, Ciattarelli is hoping his third try for the office will be the charm. The endorsement was a blow, in particular, to Ciattarelli rival Bill Spadea, a conservative radio host who ran by vowing to enthusiastically back the president's agenda. Ciattarelli, he complained in one ad, 'did more than disagree with the president. He disrespected him. Me? I've been a supporter of President Trump since he came down the escalator.' He said voters should feel free to flout Trump's advice: 'I've disagreed with him in the past. It's ok for you to disagree with him now.' Trump alluded to the name dropping during a tele-rally he held on Ciattarelli's behalf. 'Other people are going around saying I endorsed them. That's not true,' he said. Another primary all about Trump Candidates on both sides of the aisle vowed to tackle pocketbook issues, from high property taxes to grocery prices, to housing and health care costs. But Trump loomed large. On the GOP side, most of the candidates professed their allegiances to the president. Ciattarelli said in ads that he would work with Trump and end New Jersey's status as a sanctuary state 'on Day One.' (Currently, the state's attorney general has directed local law enforcement not to assist federal agents in civil immigration matters.) He also pledged to direct his attorney general to end lawsuits filed against the Trump administration, including one challenging Trump's effort to end birthright citizenship. Democrats featured him heavily, too. In one ad, Democratic Rep. Mikie Sherrill — who won the Democratic primary for New Jersey governor on Tuesday — featured an armada of pickup trucks waving giant Trump flags and warned that, 'Trump's coming for New Jersey with Trump-endorsed Republican Jack Ciattarelli.' 'We've gotta stop them,' it said. In another, she tells viewers, 'I know the world feels like it is on fire right now,' and vows to 'stand up to Trump and Musk with all I've got.' Past insults forgotten Back in 2015, Ciattarelli labeled then-candidate Trump a 'charlatan' who was unfit for the office of the presidency and an embarrassment to the nation. 'Instead of providing the kind of leadership that appeals to the better angels of our nature in calling us to meaningful and just action, Mr. Trump preys upon our worst instincts and fears,' he wrote. When Ciattarelli ran in 2021, he distanced himself from Trump, without the outward insults. Trump nonetheless complained about the treatment on Spadea's radio show last year, saying Ciattarelli 'made some very big mistakes' and would have won had he sought Trump's support. But like Vice President JD Vance, Secretary of State Marco Rubio, and so many others, past insults gave way to alliance. Trump offered his enthusiastic backing in a tele-rally, and in his endorsement, said that, 'after getting to know and understand MAGA,' Ciattarelli 'has gone ALL IN, and is now 100% (PLUS!).' A changing state November's presidential election offered warning signs for Democrats in the state. While Trump lost to Democrat Kamala Harris, he did so by only 6 points — a significantly smaller margin than in 2020, when President Joe Biden won by 16 points. 'New Jersey's ready to pop out of that blue horror show,' Trump said in the tele-rally held for Ciattarelli last week. Trump also made stunning gains in several longtime Democratic strongholds, including New Jersey's heavily Latino Passaic County. He carried the city of Passaic and significantly increased his support in Paterson, which is majority Latino and also has a large Muslim community. Indeed, 43% of Latino voters in the state supported Trump, up from 28% in 2020, according to AP VoteCast. November's election will serve as a crucial test for Democrats and whether they can regain Latino support — both in the state and nationally. Strategists, unions, organizers and politicians so far were pivoting away from immigration and focusing on pocketbook concerns in their appeals. 'At the end of the day, if you're worried about paying your bills and being safe at night, everything else is secondary,' Rep. Josh Gottheimer, one of the Democratic candidates, told the AP. 'I think that is front and center in the Latino community.' One exception was Newark Mayor Ras Baraka, who was arrested while trying to join an oversight tour of a 1,000-bed immigrant detention center. A trespass charge was later dropped, but he sued interim U.S. Attorney Alina Habba over the dropped prosecution. In one of his final campaign ads in Spanish, he used footage from the arrest to cast himself as a reluctant warrior, with text saying he is 'El Único,' Spanish for 'the only one,' who confronts Trump.
Fast Company
06-06-2025
- Business
- Fast Company
People are eating up Walmart's custom cakes. Here's why they're so popular
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. 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. '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. Despite their elite status within Walmart, the retailer's cake decorators have attracted detractors on social media. The company promotes its personalized baked goods on TikTok and encourages the workers behind such creations to do the same. 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. 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 number of cakes decorated each day at the location where Fernandez works nearly doubles to 50-60 when school graduations come around, compared to 30-35 a day during the rest of the year, said Michael DeMarco, the manager of the store's fresh food department. He credits the decorators' talent and promotional efforts on TikTok. 'We're getting a lot of repeat customers. We're doing a lot more business because of just the viral sensations,' DeMarco said. A TikTok video that showed Fernandez designing a $24 version of a customized bouquet cake — 12 cupcakes that are individually decorated and arranged to look like a bunch of flowers — received nearly a half-million views. The bouquet design was one of the North Bergen store's most popular cakes last month, a company spokesperson said. The dressy heart-shaped cakes, as well as cakes that resemble meals like sushi or a pile of spaghetti and meatballs, are popular too, she said. Fernandez also has created 'burn away' cakes: an iced cake topped with an image printed on paper, which is set ablaze to reveal a different image underneath. 'TikTok helps me stay up to date,' she 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.' Jazzing up a cake by hand requires skill, whether or not someone else did the baking, she said. Funneling buttercream frosting through a bag and various sized piping tips to yield the desired design without misplaced blobs is not the same as drawing or painting, Fernandez explained. 'There's a lot of pressure points that you have to practice in order to get the borders correct and the right thickness or the right texture,' she said. Tiffany Witzke, who has been a Walmart cake decorator since July 2016 and works at a store in Springfield, Missouri, has more than 912,000 followers on TikTok. The job attracts people who 'can be extremely skilled and talented,' Witzke said, adding that customers want increasingly complicated designs. 'When I first started, it was basically just borders and writing,' she said. 'Now, everybody wants more and more and more on their cake.' Liz Berman, owner of The Sleepy Baker, in Natick, Massachusetts, said she's not worried about losing customers to Walmart because of her attention to detail and the premium ingredients she uses. She charges $205 and up for a half-sized sheet cake, the bouquets made up of two dozen miniature cupcakes cost $110. All the cakes are made from scratch, and Berman said she designs everything herself. 'It's just a totally different business model,' she said. 'Everything I do is custom.' 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.'
Yahoo
06-06-2025
- Business
- Yahoo
Walmart's cake decorators stir up some rivalry with their affordable creations
NEW YORK (AP) — 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. 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. '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. Despite their elite status within Walmart, the retailer's cake decorators have attracted detractors on social media. The company promotes its personalized baked goods on TikTok and encourages the workers behind such creations to do the same. 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. 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 number of cakes decorated each day at the location where Fernandez works nearly doubles to 50-60 when school graduations come around, compared to 30-35 a day during the rest of the year, said Michael DeMarco, the manager of the store's fresh food department. He credits the decorators' talent and promotional efforts on TikTok. "We're getting a lot of repeat customers. We're doing a lot more business because of just the viral sensations,' DeMarco said. A TikTok video that showed Fernandez designing a $24 version of a customized bouquet cake — 12 cupcakes that are individually decorated and arranged to look like a bunch of flowers — received nearly a half-million views. The bouquet design was one of the North Bergen store's most popular cakes last month, a company spokesperson said. The dressy heart-shaped cakes, as well as cakes that resemble meals like sushi or a pile of spaghetti and meatballs, are popular too, she said. Fernandez also has created 'burn away' cakes: an iced cake topped with an image printed on paper, which is set ablaze to reveal a different image underneath. 'TikTok helps me stay up to date,' she 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.' Jazzing up a cake by hand requires skill, whether or not someone else did the baking, she said. Funneling buttercream frosting through a bag and various sized piping tips to yield the desired design without misplaced blobs is not the same as drawing or painting, Fernandez explained. 'There's a lot of pressure points that you have to practice in order to get the borders correct and the right thickness or the right texture,' she said. Tiffany Witzke, who has been a Walmart cake decorator since July 2016 and works at a store in Springfield, Missouri, has more than 912,000 followers on TikTok. The job attracts people who "can be extremely skilled and talented,' Witzke said, adding that customers want increasingly complicated designs. 'When I first started, it was basically just borders and writing," she said. 'Now, everybody wants more and more and more on their cake.' Liz Berman, owner of The Sleepy Baker, in Natick, Massachusetts, said she's not worried about losing customers to Walmart because of her attention to detail and the premium ingredients she uses. She charges $205 and up for a half-sized sheet cake, the bouquets made up of two dozen miniature cupcakes cost $110. All the cakes are made from scratch, and Berman said she designs everything herself. 'It's just a totally different business model," she said. 'Everything I do is custom.' 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.' Anne D'innocenzio, The Associated Press
The Independent
06-06-2025
- Business
- The Independent
Walmart's cake decorators stir up some rivalry with their affordable creations
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. 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. '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. Despite their elite status within Walmart, the retailer's cake decorators have attracted detractors on social media. The company promotes its personalized baked goods on TikTok and encourages the workers behind such creations to do the same. 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. 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 number of cakes decorated each day at the location where Fernandez works nearly doubles to 50-60 when school graduations come around, compared to 30-35 a day during the rest of the year, said Michael DeMarco, the manager of the store's fresh food department. He credits the decorators' talent and promotional efforts on TikTok. "We're getting a lot of repeat customers. We're doing a lot more business because of just the viral sensations,' DeMarco said. A TikTok video that showed Fernandez designing a $24 version of a customized bouquet cake — 12 cupcakes that are individually decorated and arranged to look like a bunch of flowers — received nearly a half-million views. The bouquet design was one of the North Bergen store's most popular cakes last month, a company spokesperson said. The dressy heart-shaped cakes, as well as cakes that resemble meals like sushi or a pile of spaghetti and meatballs, are popular too, she said. Fernandez also has created 'burn away' cakes: an iced cake topped with an image printed on paper, which is set ablaze to reveal a different image underneath. 'TikTok helps me stay up to date,' she 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.' Jazzing up a cake by hand requires skill, whether or not someone else did the baking, she said. Funneling buttercream frosting through a bag and various sized piping tips to yield the desired design without misplaced blobs is not the same as drawing or painting, Fernandez explained. 'There's a lot of pressure points that you have to practice in order to get the borders correct and the right thickness or the right texture,' she said. Tiffany Witzke, who has been a Walmart cake decorator since July 2016 and works at a store in Springfield, Missouri, has more than 912,000 followers on TikTok. The job attracts people who "can be extremely skilled and talented,' Witzke said, adding that customers want increasingly complicated designs. 'When I first started, it was basically just borders and writing," she said. 'Now, everybody wants more and more and more on their cake.' Liz Berman, owner of The Sleepy Baker, in Natick, Massachusetts, said she's not worried about losing customers to Walmart because of her attention to detail and the premium ingredients she uses. She charges $205 and up for a half-sized sheet cake, the bouquets made up of two dozen miniature cupcakes cost $110. All the cakes are made from scratch, and Berman said she designs everything herself. 'It's just a totally different business model," she said. 'Everything I do is custom.' 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.'
Associated Press
06-06-2025
- Business
- Associated Press
Walmart's cake decorators stir up some rivalry with their affordable creations
NEW YORK (AP) — 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. 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. '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. Despite their elite status within Walmart, the retailer's cake decorators have attracted detractors on social media. The company promotes its personalized baked goods on TikTok and encourages the workers behind such creations to do the same. 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. 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 number of cakes decorated each day at the location where Fernandez works nearly doubles to 50-60 when school graduations come around, compared to 30-35 a day during the rest of the year, said Michael DeMarco, the manager of the store's fresh food department. He credits the decorators' talent and promotional efforts on TikTok. 'We're getting a lot of repeat customers. We're doing a lot more business because of just the viral sensations,' DeMarco said. A TikTok video that showed Fernandez designing a $24 version of a customized bouquet cake — 12 cupcakes that are individually decorated and arranged to look like a bunch of flowers — received nearly a half-million views. The bouquet design was one of the North Bergen store's most popular cakes last month, a company spokesperson said. The dressy heart-shaped cakes, as well as cakes that resemble meals like sushi or a pile of spaghetti and meatballs, are popular too, she said. Fernandez also has created 'burn away' cakes: an iced cake topped with an image printed on paper, which is set ablaze to reveal a different image underneath. 'TikTok helps me stay up to date,' she 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.' Jazzing up a cake by hand requires skill, whether or not someone else did the baking, she said. Funneling buttercream frosting through a bag and various sized piping tips to yield the desired design without misplaced blobs is not the same as drawing or painting, Fernandez explained. 'There's a lot of pressure points that you have to practice in order to get the borders correct and the right thickness or the right texture,' she said. Tiffany Witzke, who has been a Walmart cake decorator since July 2016 and works at a store in Springfield, Missouri, has more than 912,000 followers on TikTok. The job attracts people who 'can be extremely skilled and talented,' Witzke said, adding that customers want increasingly complicated designs. 'When I first started, it was basically just borders and writing,' she said. 'Now, everybody wants more and more and more on their cake.' Liz Berman, owner of The Sleepy Baker, in Natick, Massachusetts, said she's not worried about losing customers to Walmart because of her attention to detail and the premium ingredients she uses. She charges $205 and up for a half-sized sheet cake, the bouquets made up of two dozen miniature cupcakes cost $110. All the cakes are made from scratch, and Berman said she designs everything herself. 'It's just a totally different business model,' she said. 'Everything I do is custom.' 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.'
