Trend of collectibles: the Trader Joe’s mini tote bag

All photos by Simone Modina

You might have seen the viral uprising of Trader Joe’s newest release of the branded mini tote bags, followed by the chaos and pandemonium customers and fans set in motion. There are countless photos, videos, and posts online all about customer’s experiences in securing one of the bags. From lining up in front of the store at 4-5 AM, to fights between buyers inside and outside, it’s got people wondering if these bags are even worth it. What’s the point in obtaining one of these collectible items?

Originally, Trader Joe’s released their mini tote bags in March of 2024. They came in four different colors, green, navy blue, red, and yellow, with the red Trader Joe’s sigil branded in the middle. The dealbreaker? Only $2.99 to own one of them. As soon as they were released, they were sold out quickly. Trader Joe’s restocked these bags again in September later that year and again it was sold out within minutes.

On April 7, 2025, Trader Joe’s restocked the mini tote bags across the US, with new pastel colors representing the beginning of spring. The colors include delicate pink, baby blue, mint green, and lovely lavender. These bags were limited edition and just like the previous ones, were not able to be bought online directly from Trader Joes.

One of the biggest points that people started to notice was the price. While normal tote bags range from 15-20 dollars, the mini tote bag goes for much less. But being smaller, the price coincides with the size. You’ve probably seen many students use it for lunch, field trips, or more. It's not as big as a regular tote where you have to lug it around the entire day, but also not too small where it doesn’t have enough space. I’ve used mine plenty of times when going out, and the bag is able to hold all my belongings, including my laptop when I need to work.

Despite being only $2.99 at the store, many resellers have knocked up the price by a lot. Although normal prices include $40-70 for a set of all four colors, some have cost upwards to $300-1,000 to even $49,000 for just one green pastel bag. However, none of this even compares to $1 Million dollars user @surplus_steals has listed on ebay, which includes the four pastel colors and the four original colored bags as well.

“That’s definitely out there. There's people asking for $1000 for these tote bags that cost 3 dollars when you buy them new. But nobody is paying $1000. That’s a strategy where people go on and they’re trying to sell one for $30 and so they put a bunch of ads up there for $1000 in hopes that people will see them and think ‘Oh my god, 30 dollars? That’s a bargain!” - Aaron Ahuvia (professor of marketing at University of Michigan-Dearborn) on the LA-ist radio.

I had the chance to speak to one of the Trader Joe’s crew members at Eagle Rock about how they were able to handle the crowd on that Tuesday morning. She mentioned that the limit was four because of the amount of colors, and that they started passing out the bags inside of the store so as to not cause chaos that might have ensued. The Trader Joe’s at Eagle Rock is super fortunate to have some of the nicest customers and no issues when people started to line up at 6AM. Although there was more craze and excitement this year, Trader Joe’s loves the energy and hype of the neighborhood.

So why are these bags so popular? Is it just because of social media, or is there something more? Professor Ahuvia explains there is an emotional connection that stores and brands create with their customers. By offering a limited edition item that stays with the buyer, it cultivates a relationship with the customer. These collections of tote bags or cups can also be linked to blind box and figurine collections. In essence, collections are games. You have a certain goal in obtaining a specific item, and creating a collection feeds into that goal. 

But social media is another big deciding factor. Because the tote bag is limited edition, posting about the limited stock, along with the virality of the item makes it more enticing for people to see what it's all about. The bag’s functionality and blank canvas makes it even more appealing to those who want to decorate it or use it on the go. Trader Joe’s is a beloved brand all across America, and the appeal of owning a branded tote bag of your favorite grocery store excites many fans.

If you missed the mini tote craze, you can still get in on the action as Trader Joe’s continues to drop limited edition items, such as the insulated tote in the new peach and teal color. Nevertheless, the store will have a hard time topping the virality and chaos that the mini totes ensued.