The holidays are the busiest—and most magical—time of year for the home bakery industry. Whether it’s a tray of perfectly iced sugar cookies or a box of flaky pastries, the demand for artisanal, home-baked treats is skyrocketing. According to a new survey by Leaf & Loaf, a sourdough bakery and baking community resource, 86% of home bakery customers plan to purchase baked goods this holiday season. The data highlights a burgeoning trend: Americans are increasingly turning to small, home-run bakeries for personalized, handcrafted holiday fare.
Maria Baradell, founder of Leaf & Loaf, embodies the spirit of this movement. Known for her sourdough mastery and her commitment to fostering a community of bakers (including launching the 2024 Sourdough Awards: Together We Rise), Baradell believes home baking is about more than just the end product. “Home bakers are the heart of the holiday season, bringing joy to their communities with handcrafted treats,” she says. “But behind every perfect cookie or cake is a dedicated baker navigating challenges with creativity, resourcefulness, and a deep love for their craft.”
The Holiday Baking Boom
This year’s survey, which included over 2,000 U.S. consumers, paints a vivid picture of the home bakery boom. Not only are 36% of Americans buying from home bakeries, but the holiday season sees them spending more than ever—84% of shoppers spend at least $20 per order, with nearly 20% splurging over $50. Cookies top the wishlist for 73% of shoppers, followed by cakes, pies, and pastries.
But for bakers, the holiday rush isn’t all sugar and spice. While 66% plan to increase production to meet demand, they’re also navigating challenges such as managing time (58%) and fulfilling bulk orders for parties and events (72%).
Innovation and Resilience in the Kitchen
To keep pace, many bakers are embracing technology. Social media platforms like Instagram and TikTok have become critical marketing tools, allowing bakers to showcase their creations and connect with customers. Meanwhile, online marketplaces like Temu and Amazon help bakers source cost-effective supplies, with 71% of bakers citing them as go-to resources.
For Baradell, who runs her bakery while teaching others through workshops and online content, this tech-savvy approach is essential. Her Instagram feed (@leafandloafco) is a feast for the eyes, filled with tantalizing loaves and seasonal creations that inspire her 50,000 followers. “I’ve learned that storytelling is just as important as baking itself,” she says. “People don’t just want a cookie—they want to feel the care and tradition behind it.”
The Personal Touch
What truly sets home bakeries apart is their ability to offer something mass-market options can’t: personalization. From eco-friendly packaging to unique flavor profiles, home bakers excel at creating treats that feel special. This year, 59% of surveyed buyers said they prioritize sustainability, favoring bakers who use locally sourced ingredients and eco-conscious materials.
These small touches resonate deeply with consumers. One shopper shared that the personalized holiday cookies she ordered last year made her family’s celebration “unforgettable.”
What’s Next for Home Baking?
As the holiday season heats up, bakers are preparing for a record-breaking year. Leaf & Loaf will release its full survey results in December, offering deeper insights into how bakers are thriving—and how consumers are shaping this sweet industry. For now, one thing is clear: home bakeries are here to stay, proving that even in the hustle of the holiday season, there’s always room for a little homemade magic.
You can follow Maria Baradell’s journey on Instagram @leafandloafco, or visit Leaf & Loaf for more tips, recipes, and inspiration.