Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
June 2026 Spotlight
Melissa Johnson
Oh My Cupcakes!
Sioux Falls, SD
1. 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.
2. 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.
3. 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.
4. 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.
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The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
Selection
NRF will have full discretion in choosing the businesses featured each month.
Promotion
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
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Small Retail Business Spotlight Application
Prohibited product categories
Crib bumpers, Drop side cribs, incline sleepers, or car seats
Animal Products (fur from the killing of animals or cruel practice – mink, bearskin, angora, mohair); live animals; ivory/rhino or any endangered species
Critical Use Products – seek to save lives (CPR kits, emergency auto telephone dialer, etc.)
Invasive/Non-Invasive Self Treatment & Self Diagnostic Products
Breath Testing Devices and Breathalyzers
Drugs, Alcohol, Tobacco or Drug Paraphernalia
Supplements, folk medicines and snake oil remedies
Cosmetics using animal testing
Violent, obscene and pornographic materials
Weapons and weapon-related products
Profanity and banned words
Promotion of hatred, racism or intolerance including stereotypes on gender, nationality, race, religion or sexual orientation
Costumes that refer to specific cultures
Flags/Maps shown in destructive manner or manipulated
Nudity or sexual inuendo / sexualization of children
Gambling and wagering games/devices
Covert surveillance equipment (including surveillance drones)
High-risk recreation equipment
Fuel additives, gas mileage enhancers or other global hazmat related products
Currency with the exception of gift cards, collectible coins, or tickets
Unauthorized copies or reproductions of artwork that violate any copyright or trademark