If you’ve been on the internet lately, you might have noticed a particular tote bag making the rounds on social media. A utilitarian canvas tote bag, manufactured by grocery chain Trader Joe’s, is suddenly the hot new commodity. Originally designed to be practical and durable, the bags were first introduced in stores as an accessory for purchase at checkout. At $2.99, the nondescript bags were a tasteful, affordable, and sustainable way to carry groceries through stores, then tote them home. The original designs had simple accents, in a range of primary colors, meant to catch consumers’ attention, but they also were largely minimalist, in keeping with the preferences of Trader Joe’s main clientele.

But in the last few weeks, the bag’s popularity has skyrocketed, such that it is being listed on resale sites for up to 500 times the original, reasonable price. The initial displays and reviews were on TikTok, and in response, a dedicated segment of social media consumers has begun purchasing the bags, generating even more interest in the product. A recent post depicted a thronging crowd, waiting for a local store to open, trying to get their hands on the product as it was restocked. The video in question has been viewed more than 3 million times. 

Since the initial craze, Trader Joe’s locations have continued to report consumers searching for these bags. Some stores have had to create purchase limits for their available stock, in an attempt to meet widespread demand, as well as curb resale attempts. Still, a thriving market remains, as customers clamor to get their hands on the latest trend. Influencers have begun incorporating bags into their everyday outfits and posting photos with the tote bags as an accessory for a beach day or a date, far removed from their original intended use.

On resale platforms, such as eBay, the bags are currently listed between $5 and $500. The material, size, color, and quality of each bag determine the precise list price, but the wide range of prices is still remarkable. As the market struggles to adjust to a rapid influx of demand, it has not yet settled on a consistent price. Customers seem perfectly willing to pay the higher prices. As bags have sold out quickly across stores, and locations struggle to restock, the perceptions that the bags represent a limited commodity have grown. And consumers want what they want now. Taking part in the viral trend, or establishing status by gifting the popular item, seems to foster a sense of community. The bags have already spawned online fan groups, dedicated to finding or trading specific versions of the product.

But perhaps what is most notable is how this craze began, without any influence from Trader Joe’s itself. The bag’s popularity is completely due to social media, highlighting the power of these platforms for selling and marketing to younger, digital-first consumers. This trend also highlights the value that we, as a society, seem to assign to virality on the internet.

Discussion Questions

1. Do you own one of these Trader Joe’s tote bags? Why or why not?
2. How long do you think the popular demand for these tote bags will last?
3. Do you see it outlasting other viral crazes, like that of the Stanley Quencher cups? Why or why not?

Sources: Daniella Genovese, “Trader Joe’s Tote Bags Reselling for as Much as $500: ‘It’s Like the Stanley Cups All Over Again’,” FOX Business, March 11, 2024; Eva Rothenberg, “These Viral $2.99 Trader Joe’s Tote Bags Are Being Resold for as Much as $500 on eBay,” CNN, March 10, 2024