What to Charge for Baked Goods — A Market-by-Market Breakdown
The single most-asked question in every home baker Facebook group: "How much should I charge?" The answer depends on what you sell, where you sell it, and what your local market will bear. Here are the 2026 ranges that hold up across most US markets — pulled from a sample of 60 cottage bakers we surveyed.
Cookies
| Channel | Single cookie | Half-dozen | Dozen |
|---|---|---|---|
| Farmers market | $2.50–$3.50 | $13–$18 | $24–$32 |
| Instagram / DM orders | $3–$4 | $15–$22 | $28–$38 |
| Wholesale (cafe) | $1.10–$1.50 | $6–$8 | $12–$15 |
If your cost per cookie is $0.18, a $3 retail price gives you a 94% margin (6% food cost) — generous, but you also have to subtract labor, packaging, market fees, and the credit card processor's bite. Rule of thumb: aim for 25–35% food cost on direct retail.
Bread loaves
Sourdough is the workhorse. Average ingredient cost per loaf is $1.30–$2.00 (flour-heavy with no add-ins). Pricing:
- Farmers market sourdough: $8–$12
- Specialty (rye, whole-grain, focaccia with toppings): $10–$16
- Wholesale to cafes: $5–$7
Custom cakes
Cakes price by serving (a "serving" = a 1×2-inch slice for a tiered cake). Common ranges:
- Buttercream cakes: $6–$9 per serving
- Fondant or sculpted cakes: $8–$15 per serving
- Wedding cakes (Tier 3+): $10–$18 per serving
Add a flat fee for delivery, setup, and design consultation. Don't forget: your time at the consult is real cost. Charge for it.
Scones, muffins, croissants
- Scones / muffins: $4–$5.50 each at market, $2–$2.50 wholesale
- Croissants (plain): $5–$6 at market
- Filled croissants (almond, chocolate, ham & cheese): $6–$8.50
Why your prices might feel "too high" (and aren't)
Bakers consistently underprice because they compare to grocery store baked goods — which are made at industrial scale with $0 labor (per item), bulk flour contracts, and zero packaging cost per individual unit. You can't compete on those numbers and shouldn't try. Your competitive edge is quality, freshness, and the personal connection. Price for that, and price your time.
The one number that matters
It's not the absolute price — it's whether your contribution margin (price minus ingredient cost minus packaging) covers your time, fees, and overhead with profit left over. Run every recipe through a calculator before you list it for sale. BakeCostCalc takes 30 seconds.