Small Retail Business Spotlight: June 2026

Tell us the story of how your business started. What inspired you to open your doors?

Oh My Cupcakes! began quite literally "from scratch" in 2009, with an opening bank account deposit of $67. My family's business had one goal: Make people smile with cupcakes. In my (previous) media career, I had loved on-air or promotional experiences that made people feel celebrated and seen. So, what started as a little cupcake business quickly became something bigger; it became a place where birthdays are celebrated, milestones are marked and ordinary days become just a little sweeter. From the beginning and still today, every cupcake we bake is an opportunity to bring joy to someone's day.

Melissa Johnson, Owner, Oh My Cupcakes!, Sioux Falls, S.D.

What's one challenge you've faced as a small retailer, and how did you overcome it?

Like many small businesses, we face rising costs across nearly every area of our business. Ingredients, labor, credit card swipe fees and packaging all add up. One of the biggest lessons I've learned is that you can’t just "shrink your expenses" out of a problem. Sometimes you have to work differently and decide which way to grow. We've done a little of both: We’ve become more resourceful with spending, streamlined our operations, and been judicious about pricing and product mix — all while doing the best we can to stay true to the guest experience that built our brand.

How have you adapted your business to changes in retail, technology or customer expectations?

People in our world expect both convenience and personalization. With that, we've embraced online ordering, digital marketing and new product offerings. Still, we’ve remained passionately focused on true hospitality. Technology has changed how customers discover and interact with businesses, but people still crave connection. You don’t order at a kiosk at our place; you talk to real people and have the opportunity for that connection we all crave.

What's next for your business? Any exciting plans, goals or dreams on the horizon?

Personally, I'm stepping into a new chapter where I get to be passionate about advocating for small businesses and helping other entrepreneurs navigate the challenges and opportunities that come with business ownership. I love connecting and helping others develop and grow and I look forward to doing more of that. If we can continue making people smile while creating opportunities for others, that will feel like success.

Apply to be featured on NRF's Small Retail Business Spotlight

NRF's monthly spotlight program elevates the personal stories of small business owners. Read more on eligibility, selection and apply to be considered.