Generally it is best to keep the cake in its box, or another container, in the refrigerator, unless there are decorations on it that cannot be refrigerated. Products vary with some being able to be stored ambient for a day or so, and others requiring chilled storage. As a very general guideline, with the right conditions, most products can be stored chilled for up to 3-5 days and maintain great quality. Some, like those containing cream should only be kept for up to 2 days chilled. Do ask us if you have any queries on this. Note: Many of our products are designed to be frozen and this may be a preferable storage option for you. When it is time to serve them, we recommend they are thawed in their boxes, or other containers, overnight in a refrigerator.