Are Cookies the New Cupcake Craze?

If you lived through the early 2010s, you probably remember the cupcake era — the pastel boxes, the frosting piled high, the boutique bakeries on every corner. Getting a cupcake wasn’t just about dessert; it was a small treat, a social outing, and a little moment of fun.

A decade later, that same energy has shifted — only now, it’s all about cookies. Across Canada and the U.S., oversized, gooey cookies are everywhere. Crumbl has become a household name, and in Toronto, shops like Andrea’s Cookies are drawing weekend lineups that feel oddly familiar. Once again, people are lining up for sugar — but this time, it’s chunkier, warmer, and made for social media.

The Cupcake Craze

Back then, cupcakes were the thing. Specialty shops opened across major cities, each one promising a new twist — red velvet, salted caramel, Oreo crumble.

Cupcakes became a cultural staple for a few years in the 2010s — something that felt special but still approachable. They were a go-to gift, the ideal office birthday treat, and a reliable way to feel a little indulgent without going overboard. But like any big trend, the wave eventually passed. Once the novelty faded, the market shifted, and new dessert fads took over.

The Cookie Boom

Cookies are picking up right where cupcakes left off, but the approach has changed. Instead of simple, home-style classics, the new wave of cookie shops focuses on big, rich, eye-catching creations. Flavours that rotate weekly, boxes that are instantly recognizable, and presentation is just as important as taste.

Crumbl helped set the tone with its oversized cookies and strong online presence, but the movement has spread far beyond one brand. In Canada, local bakeries have built their own followings by offering small-batch cookies that look as good as they taste. You’ll find ube, s’mores, and brown butter pecan sitting beside the classic chocolate chip — all made for that first warm, soft bite.

Part of what’s driving the cookie boom is how universal it feels. It’s an easy indulgence — something people reach for after work, between errands, or on a walk with friends. There’s no specific “type” of customer; it’s more about the shared craving for something simple that feels rewarding.

A Familiar Recipe for Hype

The pattern isn’t new — it’s just evolved. Both the cupcake and cookie waves thrive on:

• Bold flavours that keep people coming back

• Distinct packaging that stands out

• Social media driving the buzz, from bakery posts to customer photos

The biggest shift is how social media has shaped the cookie craze. In the cupcake era, word spread slowly through blogs, Instagram posts shared with friends, and word-of-mouth. Today, a single post can put a shop on the map, and strong branding — the pink box, stacked cookies, the clean logo — helps keep it there. Influencer content has become a major driver, too. Mukbang-style videos reviewing weekly flavours, especially from brands like Crumbl, create anticipation and make each new release feel like an event.

The cookie scene has become built for social media. The visuals, the packaging, even the weekly flavour drops all play into that culture of sharing. It’s not just about selling cookies anymore; it’s about building a following. And for many of these brands, that following feels almost like a community — loyal, opinionated, and ready to post their next box the moment it hits the counter.

Sweet Peaks

The cookie wave shows how much room there still is for creativity in something so familiar. Bakeries and cookie shops are finding new ways to make a classic feel fresh — through flavour, texture, or presentation — and people are responding to it. From small-batch shops to larger chains, there’s a shared focus on quality, nostalgia, and that sense of small indulgence.

More than anything, the trend reflects how people connect through food. Sharing a cookie, or even posting one online, has become part of how we mark moments and share comfort. It’s not just about sweetness — it’s about familiarity and feeling good.

Bringing the Cookie Craze Home

You don’t have to line up at a boutique bakery to enjoy the cookie trend. We’ve curated collections with everything you need to bake at home — high-quality pans, baking utensils, and mixers — so you can make cookies that rival your favourite shops. Check out our online store to browse our collections and enjoy fresh, homemade treats anytime.

The Next Dessert Craze 

The cupcake craze showed how a simple dessert can shape a cultural moment. Now, cookies are doing the same — in a way that feels both new and familiar.

Maybe the next trend will be ice cream sandwiches, brownies, or something no one’s thought of yet. But for now, cookies have found their place — a dessert that’s warm, nostalgic, and still manages to surprise people.