Oct 11 – Nov 10 · #ShareTheWood
Share the Wood.
We're Austin and Abby. We bake every Sugar Wood order ourselves, in one kitchen, and every time you've shared us, orders went up as much as 10x. We've never been able to make that happen on purpose. So for thirty days we're on camera every day, and we're asking you.
The short version
Two of us. One kitchen. A box of 🍆 waffles.
Austin opened the Sugar Wood store in SoHo in July 2022. Then the NY Post came, and Elvis Duran, and Andy Cohen (twice), and people pinned their hometowns on a map from Alaska to Florida. Every time that happened, orders went up as much as 10x.
In February 2025 we closed the store and worked with a world-renowned pastry chef to perfect our waffle recipe so that they last two weeks without a fridge, so we could ship it anywhere. Sugar Wood is made to order, so it ships on time for your party.
We believe life's too short to take seriously, and bodies are better talked about over dessert. That's the whole brand. If it makes you laugh, send it to someone.
The thing on the counter in every video
Decorate it yourself: waffles, sauces, sprinkles, the works. Baked to order by the two of us.
The hero
WOODY Waffle Decorating Kit
Four, six, eight, 12, 18 or 24 waffles (The Foursome Box · The Sexy Six Pack · The Big Pink Box · The Magnum · XXXL · Almost Too Big to Handle), with the sauces and sprinkles to finish them yourself.
From $49
For the group chat
Naughty Cookie Decorating Kit
From $59
Why choose
BOTH WAYS Waffle Decorating Kit
From $49
The Memorable Gift
Naughty Cookie Gift Box
From $48
Pick your delivery date at checkout and order at least 4 days ahead. We bake to order and ship on time, to all 50 states except Alaska.
Week 2 · Oct 19–25
The Girls' Night Giveaway
Tag the group chat that needs this on our giveaway post (Instagram or TikTok, @sugarwood.us) between Mon Oct 19 and Sun Oct 25, 2026. Every friend you tag is another entry. One winner, picked at random on Mon Oct 26, gets a $69 sugarwood.co gift card with free shipping (that's a free sexy six-pack, but you can always go bigger!) for their next girls' night.
No purchase necessary. Contiguous US only, 21+. Not affiliated with Instagram or TikTok. We'll DM the winner from @sugarwood.us and never ask for payment details.
Official rules
NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID WHERE PROHIBITED.
1. Sponsor. The Sugar Wood "Girls' Night Giveaway" (the "Giveaway") is sponsored by Triple D Adventures Inc., doing business as Sugar Wood, 383 Bridge St, Brooklyn, NY 11201 ("Sponsor").
2. Not affiliated with Instagram or TikTok. This Giveaway is in no way sponsored, endorsed, administered by, or associated with Instagram, Meta Platforms, Inc., TikTok, or ByteDance Ltd. By entering, you release Instagram and TikTok from any responsibility for this Giveaway. Any questions, comments or complaints go to Sponsor, not to Instagram or TikTok.
3. Eligibility. Open only to legal residents of the 48 contiguous United States and the District of Columbia who are 21 years of age or older at the time of entry. Residents of Alaska, Hawaii, Puerto Rico, the US Virgin Islands and other US territories and outlying islands are not eligible, because the prize ships only within the contiguous US. Employees, contractors and immediate family members of Sponsor are not eligible.
4. Entry period. Begins Monday, October 19, 2026 at 12:00 a.m. ET and ends Sunday, October 25, 2026 at 11:59 p.m. ET (the "Entry Period"). Sponsor's clock is official.
5. How to enter. During the Entry Period: (a) find the official Giveaway post on Sugar Wood's Instagram (@sugarwood.us) or TikTok (@sugarwood.us); (b) leave a comment on that post tagging at least one other account ("tag the group chat"). Each comment that tags a different friend counts as one entry, so tagging more friends means more entries. Tagging the same account more than once, tagging yourself, or leaving duplicate comments does not add entries. Following Sugar Wood, sharing the post, or purchasing anything is not required and does not improve your odds. Tagged accounts must be real people; tagging brands, celebrities, fake or spam accounts does not count. Entries that are incomplete, abusive, or violate Instagram's or TikTok's terms are void.
6. Winner selection. One (1) potential winner will be selected at random from all eligible entries on Monday, October 26, 2026, by Sponsor (or a random comment-picker tool). Odds of winning depend on the number of eligible entries received.
7. Winner notification. The potential winner will be notified by direct message from @sugarwood.us on the platform they entered on, on or about October 26, 2026, and must respond with an email address (for the gift card) within 72 hours. If the potential winner does not respond in time, is ineligible, or declines, Sponsor may select an alternate winner at random. Sponsor will never ask for payment information. Beware of impostor accounts; the only official account is @sugarwood.us on each platform.
8. Prize. One (1) promotional sugarwood.co gift card in the amount of $69.00 (the price of The Sexy Six Pack, a WOODY Waffle Decorating Kit), plus free shipping on the order it is redeemed on, to an address in the contiguous United States. The gift card is a free promotional prize, not a purchased gift card. It is delivered by email to the address the winner provides by DM and is redeemed at checkout on sugarwood.co. It expires 12 months after the date it is issued; the expiration date is shown on the gift card email. Any value not used by then is forfeited. It has no cash value, is not redeemable for cash, cannot be transferred or resold, and may be used toward any product on the site. Winner is responsible for any taxes. Approximate retail value of the prize: $69.00 plus standard shipping (excludes express or Saturday shipping or delivery).
9. Winner's list. For the name of the winner, send a request to heysugar@sugarwood.co with the subject "Girls' Night Giveaway winner" by November 30, 2026.
10. General. By entering, you agree to these Official Rules and Sponsor's decisions, which are final. Sponsor may cancel, suspend or modify the Giveaway if fraud, technical failure or any other factor beyond its control impairs it. Sponsor is not responsible for lost, late or misdirected entries, or for platform outages. By accepting the prize, the winner agrees that Sponsor may announce their first name and handle on social media and in email, unless prohibited by law.
11. Privacy. Information collected is used only to run the Giveaway and ship the prize, per Sugar Wood's privacy policy at sugarwood.co/policies/privacy-policy.
Send it to the friend who'd laugh first.
That's the whole ask. And if there's a girls' night, a bachelorette or a Friendsgiving coming, you know where the waffles are.
We always come on time. Unlike your ex.