If they're a small shop and busy (as you said), it's not out of the question that they wouldn't be able to get to the phone to answer it and would have no idea you wanted to cancel the order. I can see why the owner would be mad, but you're not completely out to lunch either as you did make an effort to cancel the order and it's not your fault they didn't take the call.
Crappy situation, but I don't think it warrants disparaging this bakery online as the owner has a case for wanting you to pick up and pay for the cake you ordered. Hopefully he'll take deposits from now on to prevent this from happening again.
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