Wilton’s marketing, tracked daily.
The latest creative Wilton puts in front of shoppers — homepage, email, paid media and social — captured on the day each one changed.
What we track on Wilton
ShopVision captures the public marketing we see from Wilton every day and classifies each asset by channel. This page shows the most recent creative from each; signing in opens the full archive, filtered by channel, storefront and date.
- Coverage
- 1 storefront · US
- Monitoring
- 4 channels · daily capture
- Refresh
- Daily. Records publish on a three-day lag, so this page runs to October 7, 2026.
- Data types
- HomepageEmailPaid mediaSocial
- Dataset
- Live
Which channels does Wilton use?
All channelsSocial is Wilton's most-used channel. Jump to a channel below, or read straight down.
Wilton homepage updates
88 capturedCadence
~7.0/ wk
Last 30 days
30
—· vs prior 30d
Wilton on email
11 capturedCadence
~0.7/ wk
Last 30 days
3
▼ 50%· vs prior 30d
Ready to Start Your Baking Journey? 🍰
Oct 3, 2026
Welcome to Wilton 🎂 Let’s Get Baking!
Oct 1, 2026
🎥 Join Chef Stephanie Live + Wilton Fall Bakeware Deals 🍂
Sep 30, 2026
🏈 Make These Meatball Bites for Game Day
Sep 5, 2026
Ready to Start Your Baking Journey? 🍰
Sep 3, 2026
Welcome to Wilton 🎂 Let’s Get Baking!
Sep 1, 2026
🍎 Fall baking starts here 🍂
Aug 29, 2026
Ready to Start Your Baking Journey? 🍰
Aug 19, 2026
Welcome to Wilton 🎂 Let’s Get Baking!
Aug 17, 2026
🍪 A sweet start to the school year ✏️
Aug 8, 2026
⚽ Flavor as Big as Your Fandom 🧁
Jul 18, 2026
Wilton on paid media
21 capturedCadence
~4.9/ wk
Last 30 days
21
New· vs prior 30d
Top platform
Wilton's competitive set
Benchmark on the same fieldsWilton’s closest competitors, ranked by how directly each one competes for the same shoppers. Some are tracked in depth on their own ShopVision profile — open those to read the full record; every competitor’s figures stay blurred until you sign in to compare the set.
Global Sugar Artglobalsugarart.com
NY Cakenycake.com
Country Kitchen Sweetart Inccountrykitchensa.com
Confectionery Houseconfectioneryhouse.com
Sweets & Treats™shopsweetsandtreats.comMatch scores rank how directly each brand competes for the same shoppers. Sign in to compare the whole set on these fields, side by side.
Wilton on social
195 capturedCadence
~24/ wk
Last 30 days
101
Top platform
Instagram
Sprinklemaxx your Halloween cake for extra whimsy this spooky season like @SweetKateBake did for us 🎃🎂✨ #WiltonCakes #BakingTok
Oct 7, 2026 · Tiktok
Halloween Dot Cake but make it extra spooky by using Wilton's Blood Red Glaze and Edible Candy Eyeball Sprinkles 👀 #WiltonCakes #BakingTok
Oct 6, 2026 · Tiktok
Which spooky brownie would you grab first?! 👻🍫🐈⬛ These Halloween-inspired brownies are easy to bake up using Wilton's 12-Cavity Brownie Pan (available Target) and even easier to decorate with our Ready-to-Use Decorator Icing Pouches that - they're mess free and come with 4 piping tips included! (Available at your favorite local grocery stores like Albertsons Meijer Stop & Shop Wegmans and are now available Walmart free from artificial colors!💜🛒✨) Fab Everyday shares how to decorate these delightful creations: 🕸️Spiderweb: Use the white icing with the writing tip to make a spiderweb pattern - pipe a plus sign, rotate the brownie and pipe another plus sign then connect the lines with scalloped lines before adding a spider to the web using black icing and the writing tip 🧙♀️ Witch Hat: Use the black icing with the star tip to make a witch hat by piping small stars in the shape of a pointy hat then add a ribbon to the hat using the green icing and the ribbon tip and add a buckle using the violet icing and the writing tip 🐈⬛ Black Cat: Use the black icing with the star tip to make a cat shape from small stars, then add two eyes to the cat using the green icing and the writing tip (optional: use the writing tip with the black icing to define any of the cat details, like adding little ears) 👻 Ghost: Use the white icing with the shell tip to make a ghost shape and add eyes and a mouth with the black icing and the writing tip 🦇 Bat: Use purple violet icing with the star tip to make a bat shape from small stars and add two small Edible Candy Eyeball Sprinkles (optional: Use the writing tip with the violet icing to define any of the bat details, like adding little ears and accentuating the points 👀 Mummy: Add two medium Eyeball Sprinkles to the top of the brownie then use the white icing with the ribbon tip to make wide stripes across the brownie, overlapping the eyes
Oct 5, 2026 · Facebook
Happy National Cinnamon Roll Day! 🍥 Here are our top baking tips for making your next batch professional looking...and taste extra delicious: 🤎 Use the edge of a rolling pin to make the edges of the dough square 🤎 Make sure filling is evenly spread 🤎 Roll tightly and use an offset spatula with a ruler to evenly mark roll size 🤎 Use dental floss instead of a knife to cut - wrap it underneath the bottom then pull up and around 🤎 Tuck the end of the roll underneath the bottom for a professional look 🤎 Pipe meringue frosting on top with a piping tip and garnish with nuts #WiltonCakes #BakingHacks
Oct 4, 2026 · Instagram
Whimsymaxxing sprinkle art cake decorating gets a trick-or-treat makeover just in time for Halloween! 🧡🎂🖤 Follow along with @SweetKateBake. What will you create with Wilton Halloween Sprinkles this season? ✨ #WiltonCakes #BakersOfInstagram #CakeDecorating
Oct 3, 2026 · Instagram
EEK! Cake Topper 👀🎂 The monsters have officially taken over! Sprinkles, googly eyes & a whole lot of colorful chaos 🌈✨ This little monster cake is getting us ready for the ultimate Monster Mash! 🥳 Save this monster cake topper idea & share it with someone who loves spooky-cute Halloween! 👀💕 #HalloweenParty #MonsterParty #HalloweenCake #SpookyCute #HalloweenIdeas
Oct 2, 2026 · Instagram
Happy National Homemade Cookie Baking Day! 🍪👀✨ We're celebrating with this fabulous from-scratch kitchen sink cookie recipe whipped up by Fab Everyday 🪄 It's perfect for adding Halloween candy to - what would your favorite add in be? Get the recipe and don't forget to shop Amazon and Walmart for everything you need to make them. Don't forget your trusty Wilton baking sheets and Edible Eyeball Sprinkles! Ingredients: 1 cup peanut butter 2/3 cup white sugar 2/3 cup packed brown sugar 1/3 cup unsalted butter, softened 2 eggs, at room temperature 1 teaspoon vanilla extract 3 cups old-fashioned rolled oats 1 1/2 teaspoons baking soda 1/4 teaspoon salt 3/4 cup candy-coated milk chocolate pieces 1/2 cup semi-sweet chocolate chunks 1/2 cup coarsely crushed mini pretzels 1/4 cup chopped walnuts Wilton Candy Eyeball Sprinkles Instructions: 👀 Preheat oven to 350°F and line baking sheet with parchment paper 👀 In a large bowl, beat peanut butter, white sugar, brown sugar, and butter with an electric mixer until smooth 👀 Add eggs, one at a time, and vanilla extract; mix well 👀 Add oats, baking soda, and salt; mix until well blended 👀 Stir in chocolate candies, chocolate chunks, crushed pretzels, and chopped walnuts 👀 Roll dough into 2-inch balls and place 3 inches apart onto prepared baking sheet; flatten slightly. 👀 Bake 11-14 minutes or until light golden brown (they may look slightly underdone, but they will cook more while cooling on the pan) 👀 Place the baking sheet on a cooling grid and press a few Wilton Edible Eyeball Sprinkles onto the top of each cookie then allow to cool for 3 minutes before removing to cooling grid to cool completely
Oct 1, 2026 · Facebook
Whimsy maxxing but make it spooky season sprinkles! Halloween wants to have some sparkly fun too 👻🦇✨ #WiltonCakes #Whimsymaxxing
Sep 30, 2026 · Tiktok
Happy National Coffee Day! ☕🧁 Make your celebration sweet with a coffee-inspired cupcake to pair with your cuppa. Caked By Rach shows you how to make an edible coffee up using Wilton Candy Melts: https://bit.ly/3BkqvLQ ☕Bake up a batch of your favorite cupcakes, like Black Eye Coffee Cupcakes: ☕Melt White Candy Melts according to package directions and add a TBSP to the bottom of a cupcake liner that's placed inside a pan, use a baking paintbrush to spread the melted candy up the sides of the liner and allow to set at room temperature about 10-15 minutes ☕Repeat the above process in the same cavity twice to create the correct thickness then let set in the fridge for 10-15 minutes ☕Once hardened and set, remove the paper liner (use tweezers if it's difficult to tear) ☕Create the mug handle by piping melted Candy Melts in a heart shape on parchment paper and allow to set - once set, cut in half and dip each end into more melted candy to adhere to the side of each cup ☕Insert your cooled cupcake into the cup and top with milk chocolate ganache to look like coffee ☕Add a swirl of white chocolate ganache to look like latte art if you wish and enjoy!
Sep 29, 2026 · Facebook
Grab Wilton's Ready-To-Use Decorating Icing (with 4 included tips) and easily decorate beginner-friendly spooky season designs of spiderwebs, mummies, ghosts, and pumpkins! Great news: these pouches are now available at Walmart in 9 vibrant colors and free from artificial colors.
Sep 28, 2026 · Pinterest
Save this recipe for when you’re feeling like a taste of fall: Dulce de Leche Donuts 🍩🍂 Created for Wilton by @SweetKateBake in Wilton’s Non-Stick Donut Pan (grab a set of 2 on @Amazon) 🛍️ Ingredients Donuts: 1 ¾ cup all-purpose flour ½ cup light brown sugar ½ teaspoon baking soda ½ teaspoon baking powder ¾ teaspoon salt 1 egg ⅓ cup plain, Greek yogurt ¼ cup vegetable oil ¼ cup milk 1 teaspoon vanilla extract Cinnamon Sugar Topping: 1 Cup white granulated sugar 1 Tablespoon cinnamon Filling + Drizzle: 16 oz. Dulce de Leche Directions: 🍩 Whisk together dry ingredients: flour, brown sugar, baking soda, baking powder, and salt then set aside 🍩 In a separate bowl whisk together wet ingredients: egg, Greek yogurt, oil, milk, and vanilla then fold your dry ingredients into your wet ingredients until just combined (be mindful not to over mix) 🍩 Pop your batter into a piping bag, snip the end, and pipe into your Wilton Gold Donut Pan then bake at 350° F for 10-12 minutes 🍩 Let cool for 3-5 minutes then roll each warm donut into the cinnamon and sugar mixture 🍩 Using piping tip 236 to fill each cake donut with dulce de leche and drizzle even more on top! #WiltonCakes #FromScratch
Sep 27, 2026 · Instagram
Happy National Ghost Hunting Day 👻 We found the perfect way to capture them in your kitchen, using Candy Melts to create ghost cupcake toppers. They're the perfect easy-to-decorate, spooktacular sweet treat.
Sep 26, 2026 · Facebook