Issue #16: Forget Chanel — Everyone Wants This $3 Trader Joe’s Tote
How a Trader Joe’s bag became the hottest drop of the year.... for the second year in a row.
Last Friday, my co-worker walked into the office around 8:40 a.m., exhausted but victorious. She proudly flexed her four mini pastel tote bags from Trader Joe’s — bags she had trekked to SoHo at 6:30 a.m. to secure. When I looked at her like she was crazy, she realized I didn’t understand the lure behind these totes.
So, if you’re like me (and OneHappyRadish) and don’t get why someone would go to war for a $3 tote bag from a grocery store, keep reading.
Starting April 8th, Trader Joe’s stores across the country began rolling out this year’s mini tote bag edition: pale blue, pink, green and purple bags. This year’s drop follows the success of the original mini blue, green, red and yellow totes that went viral back in February 2024. To add to the chaos and exclusivity, each store controls its own quantity and release schedule — some even enforce crowd-control tactics by limiting how many bags one person can purchase.
While many stores released their stock on April 8th, the SoHo Trader Joe’s held off until Friday, April 11th — building hype and intensifying the hunt for NYC TJ tote collectors.
Despite the $2.99 retail price, plenty of customers have turned the hype into a resell opportunity. Back to my co-worker’s story: as she was filling me in, a guy on our floor jumped in to share that he always buys the max the store allows, lets his wife pick one or two, and resells the rest to make some extra cash. While he usually lists them for under $100, right now a single pastel purple bag is listed on eBay for nearly $400… borderline designer pricing.
So, why are these mini tote bags such a big deal? They barely fit my laptop and will definitely not hold a grocery haul. Aside from being a cute bag for small objects, I just don’t get the hype — let alone the $400 price tag.
My skepticism stems from the fact that Trader Joe’s offers other “mini” products and full-sized totes that are way more functional and way more accessible.
Take the mini insulated bags, for example. Marketed as the “perfect size for everyday use,” they can carry a six-pack of drinks or fit your lunch. Even though these bags drop in waves too, they actually stay on shelves for days, weeks, or even months. The lavender and pink insulated bags from February? Still sitting at my East Village TJ’s two months later.
And what about the countless other tote bags Trader Joe’s has made since 1977? One that stands out to me is the Citrus Jute Bag, a spacious tote with 9-gallon capacity. It’s a TJ’s tote taken up a notch in “cuteness” — arguably cuter than the mini totes. But the hype? Not even close. When it launched in 2023 and was restocked last May, there were no lines, no purchase limits, no crowd control, and definitely no $400 eBay listings.
So what gives? It’s clear: there’s just something about the mini that catches the consumer’s eye — and opens their wallets.
Maybe I’m just salty I didn’t get my hands on this year’s drop… But if anyone else has been feeling the FOMO lately, I’m just saying: the cooler bags are functional, and the Citrus Jute Bag is both cute and functional.
As for the mini pastel totes? They’re cute — but functional is a stretch. 🫣
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That’s all for this week, see you next Sunday!
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I agree! I was very close to purchasing and only because they were so cute!