Walmart (WMT) has recently been experimenting with a unique way to attract customers.
Last month, the retail giant went viral on social media for selling its own version of an Hermès (HESAF) Birkin handbag for just $80. An authentic Birkin bag is extremely hard to obtain and can cost as much as a house.
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Walmart shoppers playfully dubbed the knockoff Birkin the “Wirkin bag,” symbolizing that it is made for the working class. The bag caused a frenzy on social media; at one point, it was sold out on Walmart’s website.
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The momentum over the bag even sparked controversy as some consumers argued that the Birkin dupe decreased the value of authentic Birkin bags and posed a major threat to the luxury retail market.
Hermès CEO Axel Dumas even said during an earnings call last week that he was “irritated” and “annoyed” by Walmart’s knockoff Birkin bag.
“Making a copy like this is quite detestable,” said Dumas. “It's really stealing the creativity of others.”
Walmart dupes another expensive product, sparking controversy
Now, Walmart is once again going viral for offering a cheaper version of a product that is surprisingly considered a “luxury” by some.
Walmart’s new vintage heart-shaped cake, yes, cake ... is sparking controversy on social media because of its affordable price tag, which can range between $5 and $25.
Walmart began heavily promoting these cakes ahead of Valentine’s Day, and customers quickly took to social media to showcase their impressive quality and low price.
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However, some small-business bakers, who often sell heart cakes at much higher prices, took to social media platform TikTok to criticize Walmart for selling a cheap version of a “luxury” product.
One home baker named Fatima, who runs the TikTok page The Fantasy Bakery, posted on the platform defending the high prices of small-business bakers.
“I feel like these Walmart cakes are getting so out of hand,” said Fatima. “The fact that you can purchase a vintage heart cake for five to $25 is insane, considering sometimes ingredients alone cost $25 to $35, and that's not even mentioning other supplies, like the cake boxes, cake boards, cake toppers, edible images, you have to remember that the people working there are getting paid minimum wage, even the bakers.”
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Another home baker, who owns the TikTok page @birdysbakery, emphasized in a post on TikTok that having a birthday cake is a “luxury” and “not a need” and that Walmart’s heart cakes have lower-quality ingredients.
“You are not going to get real buttercream cake,” said the baker. “You’re getting something of a shortening, artificial flavoring and ingredients. These cakes were just shipped to them from somewhere, simply just slapped together.”
Walmart shoppers fire back at home bakers
The sharp criticism of Walmart’s heart cakes from home bakers had social media users up in arms. Some TikTok users expressed outrage over the assumption that Walmart bakers were being underpaid and that heart cakes are now considered a luxury.
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According to Glassdoor, the average salary of a cake decorator at Walmart in the United States is between $17 and $21 per hour.
Cakes from small businesses, especially vintage heart cakes, can range between $65 to over $100, so it is no surprise that consumers are flocking to Walmart to grab a more affordable version of the beloved cake shape.
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As inflation and higher living costs continue to strain many consumers' finances, shoppers across the country are opting to change their spending habits.
According to a recent survey from Swiftly, 70% of U.S. consumers still struggle with grocery affordability. To cut costs, the survey found that 76% of shoppers now use digital coupons, and 64% participate in loyalty programs.
“Americans are being forced to prioritize value like never before," said Swiftly CEO Henry Kim in the survey. "As a result, retailers must adapt, offering more compelling savings solutions that not only meet shopper demands but also foster long-term loyalty in an increasingly competitive market.”
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