People lined up around the block to get into one local Trader Joe’s. Some initially thought it might be people panic-buying over potential tariffs. It turned out there was some panic-buying, but it wasn’t tariffs—it was the new Trader Joe’s mini totes in pastel colors.
Months after the mini totes first created a craze and led to lines at Trader Joe’s locations everywhere, the totes are back for as cheap as $2.99.
They’re reselling for hundreds of dollars or more.
On Reddit, user “picklesandrainbows” asked when the totes first appeared: “Am I the only one who’s baffled by the mini tote craze?”
No, they aren’t. Others are baffled as well.
In fact, we googled “Why are Trader…” and before we could even finish the thought, it completed it with the top query “Why are Trader Joe’s totes so popular.”
Google’s AI overview tells us, “Trader Joe’s tote bags, especially the mini canvas versions, have become incredibly popular due to a combination of factors, including their affordability, limited availability, and viral social media trends, leading to frenzied shopping behavior and high resale values.”
They call the bags “something of a cultural symbol.” In fact, the totes are becoming big news overseas as well, a “chic cultural accessory.”
Maybe it’s because the totes are seen as affordable, simple, and functional.
Clare Sauro of Drexel University told “Marketplace” in 2024, “Many people are feeling a pinch due to the price of rent, groceries, etc., but a $2.99 tote bag is something most people can work into their budget. I think most consumers are looking for the inexpensive item that feels like a splurge.”
Dr. Fran Walfish, a Los Angeles area psychotherapist, thinks something else might be at play.
“This is the power of digital viral trends that tap into the insecurities of consumers who either thrive on or must have the rave of the moment,” Walfish told KTLA. “Many Instagrammers and influencers target and appeal to a young population of FOMO (‘fear of missing out’).”
Walfish says, “This is not a new phenomenon. The difference here is the advertising is free, widespread, and immediate. Popularity is instantaneous.”
Just how long they’ll stay inexpensive, available, and popular is a question mark.
On the Trader Joe’s website, the fine print reads, “NOTE: Since posting, the details of this item may have changed due to fluctuating market prices, federal regulations, currency rates, drought, bandits, rush hour traffic, filibusters, zombie apocalypse, punctilious product developers… Contact our Crew for current price and availability.”
But what does Consumer Confidential’s David Lazarus think?
“Far be it from me to scoff at other people’s obsessions—I squandered all my allowance money as a kid on comic books. But it’s a bit baffling why anyone would line up for a $3 mini tote bag from Trader Joe’s.”
Lazarus, clearly not impressed with the totes, says:
“Reality check: It’s a tote bag, and a little one at that, limiting totability options. And for all those who will respond that I just don’t get it, that I’m no fun, I have just two words: Beanie Babies. And two more: Pet Rocks.”
Which brings us back to the Reddit comments, with someone asking, “Will my Stanley cup fit in it?”
