Mary Poppins says a spoonful of sugar helps the medicine go down. It looks like people are listening to her, washing down a sour economy with something sweet.
The register is constantly busy at Bubblecake in South Roanoke. Customers line up to get a taste of what lies behind the glass, perfectly crafted cupcakes.
"My favorite is the chocolate mousse because, we'll my favorite candy is chocolate and I love their icing," says customer Martha Chen.
But it's more than the idea of celebrating, it's also a form of retail therapy.
"It's a treat, a small way to spoil themselves when its not a good time to buy a new ipod or a new car," says owner Lisa Lusk.
Cupcake shops are frosting cities across the country. Even the White House is getting in on the trend, making Washington's Georgetown Cupcake a must visit stop.