There’s a bag that’s in short supply. It’s not a Chanel or Gucci bag. It’s a $2.99 bag from a grocery store.
On September 18, grocery giant Trader Joe’s relaunched the Mini Canvas Tote Bag. In March when it was first released, it sold out within a week, and now, six months later, consumers are coming back for restocked bags once again.
The viral tote bag’s reputation remained strong. On this day, the line outside Trader Joe’s on Fairfax Avenue stood long before the store opened, going well over 500 feet long.
Young and old alike joined the line to buy tote bags. A Korean couple at the very front of the line said they arrived at 7 a.m., two hours before the store opened.
When the doors opened at 9 a.m., the line went straight to the tote bag display. As people tried to take as many as three or four, employees informed them that there was a limit of two per person. This was to prevent hoarding. Nevertheless, quantities quickly ran out. A Trader Joe’s employee had to go to the back of the line to tell people that it might run out of stock.
The Trader Joe’s tote bag is just a canvas fabric with the word “Trader Joe’s” emblazoned on it. They come in four colors: navy, yellow, red, and green. The size isn’t big, rather it is small enough just to fit a water bottle, phone, wallet, and a few other items.
And yet, when it first went on sale, it quickly became very popular through social media on TikTok and Instagram. Consumer and marketing experts attribute the tote’s limited edition and social media virality to its popularity.
The tote bags were also very popular on the secondary market, selling for much more than their original price, as inventory at local markets ran out quickly. On e-commerce platforms such as eBay, an originally $2.99 bag could fetch as little as $20 and as much as $500.
Trader Joe’s did not provide specific information on how much of the tote it has in stock for the relaunch or when it will be available for sale, possibly fueling the frenzy over the brand’s mini bag.
BY KYEONGJUN KIM, HOONSIK WOO [kim.kyeongjun1@koreadaily.com]
