Why Has Trader Joe’s Killed it With Tote Bags?

Trader Joe’s has another hit in the bag category with its Canvas Micro Tote with Grocery Bag, a pint-sized version of its viral Mini Canvas Tote Bag. The micro bags quickly sold out at many locations upon its release last week.

At just 4.5 inches by 3.5 inches, the micro totes — priced at $2.99 — boasts significantly less room than previous editions and could store “keys, some spare change, or a lip balm,” according to Trader Joe’s product page. However, it also includes a larger, reusable bag for tackling grocery shopping chores. Allrecipes writes, “So, unlike previous releases, this one comes with two bags for the price of one.”

Trader Joe’s viral journey in the bag category began in March 2024 with the launch of its first batch of limited-edition mini totes, which measure about 13 inches long, 11 inches tall, and 6 inches deep — and also cost $2.99. Heralded widely on social media platforms such as TikTok and Instagram, the introduction led to long lines at stores, stockouts, and postings for the items at huge mark-ups on resale sites.

In December 2024, the introduction of the Stand-Up Collapsible Tote (priced at $3.99) similarly led to reports of long lines and sell outs. The return of the mini tote in new pastel colorways in March, and Halloween-themed mini tote in early October, also drew social media clamor and crowds at stores.

“The Trader Joe’s mini tote bag is really a perfect storm of internet culture meets everyday consumerism,” Social Currency podcast host Sammi Tannor Cohen recently told Vanity Fair. “It taps into the psychology of scarcity — something familiar suddenly feels exclusive. When you pair that with the Trader Joe’s brand, which has this cult-like accessibility and nostalgic Americana aesthetic, it becomes irresistible online.”

Meanwhile, although Trader Joe’s has been selling reusable bags since 1977, their standard large cream-and-navy tote bag has also become a go-to accessory for both urbanites and suburbanites, often now seen as an alternative to totes from L.L.Bean and Land’s End.

Trader Joe’s Tote Bags a Bit Hit Abroad

Most surprisingly, the standard tote bag has recently become a hot item for fashionistas in London, U.K., Japan, and Korea — despite the grocer having no stores in Asia. The overseas popularity comes partly because they’re practical and able to hold many items given the comfortable shoulder straps, but they’re also seen as a status symbol.

Daniel Levine, a consumer and trends expert based in Oregon, said the Trader Joe’s tote’s popularity in the U.K. reflects a trend surrounding “imported exclusivity.” He told The Independent, “It’s become the ultimate ‘if you know, you know’ accessory. The bag says: ‘I’m in on the American joke. I’m worldly, but in a low-key, non-flash way.’”

He further said Trader Joe’s quirky positioning helps elevate the appeal. Levine mused, “You don’t see Londoners clamoring for a Kroger or Safeway bag…Actually, I could see the bags from Wegmans becoming the next big thing.”