Western civilization has weathered many blows — war, famine, Justin Bieber — but will it survive the end of the Cupcake Era?
Shares of the cupcake retailer Crumbs Bake Shop, which in 2011 traded for $13 a share, are now worth less than $1.70, according to the Journal. Crumbs has also projected sales for 2013 would be down 22 percent from earlier projections.
The New York-based chain sells sugar-coma-inducing concoctions like a Chocolate Sundae Colossal cupcake with "vanilla cream cheese frosting drizzled with chocolate ganache, sprinkles, chopped peanuts and a cherry" for $42.
Is the plunge in cupcake sales a sign of economic belt-tightening? Has fear of Type 2 diabetes cooled our ardor for high-calorie treats with no nutritional value? Or are people just sick of paying $5 for a fist-size ball of sugary dough?
"The novelty has worn off," Kevin Burke, an investment banker who specializes in the restaurant industry, told the Journal.
Even dessert lovers admit they don't get the same rise out of cupcakes they once did. "People get tired of things," said Cynthia Hankerson, owner of the Cupcake Salon in Jersey City, N.J. Her shop now gets about half the weekend customers it once saw.
As an economic indicator, however, cupcake sales may fall flat. Most other signs point to an increase in consumer spending, especially in the luxury segment of the economy.
And the cupcake-industrial complex isn't taking this dip in sales lying down.
"This category isn't going away, the category is here to stay," Michael Serruya, an investor in Crumbs, told the Journal. "We wouldn't have committed our money to this deal, if we believed otherwise."
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