While seasonality provides her overall themes, she regularly changes the displays within those themes to encompass holidays and freshen up the product line. For this summer, she displayed “ice cream sundaes” made from three cupcake “scoops” decorated with different flavored and colored icings and drizzles of chocolate fudge. Complementing the cupcakes were ice cream cone cookies topped with chocolate, vanilla and strawberry icing.

To renew the visual impact of her displays without changing their basic components, Betty frequently moves them to various locations throughout the store — for example, the lemonade and watermelon display will swap countertop space with the ice cream cupcakes and cones. Otherwise, she says, customers get used to seeing the displays in the same locations and begin to ignore them.

With all the mixing and matching that goes on outside the cases, you might expect the same to be true inside. But it's just the opposite.

“Our customers are used to seeing the same things in the same places within our cases,” Ken says. “Eclairs, for example, are always in the same exact spot every day. We've done it this way since the beginning, and that's the way our customers like it.”

The bakery's exterior window also is a draw and customers tell the couple they look forward to the next display. This summer's window shows a family at the beach (complete with ocean background and sand), relaxing on portable chairs and partaking of Lovin' Oven seasonal sweets.

“In some ways we feel like we've created a monster with our window scenes,” Ken says. “But when you see customers get so excited by them, it's all worth it.”