The early 2010s saw a rise in novelty cupcake bakeries around the country. From giant cupcakes to bacon cupcakes, stores selling adorable desserts were taking the economy by storm. In 2013, NPR profiled Crumbs Bake Shop87, which went public with a $13 stock price and then dropped to $1.29 per share as the "cupcake bubble" burst. By 2014, macarons were the new hot dessert trend, which has since been replaced by eclairs66 in 2017.
Tracking market research and understanding the flow of the economy can help entrepreneurs better estimate their likelihood of success. While demand might be high for eclairs now, they could follow the path of the cupcake or the macaron within a few years.