I’m sure by now you’ve seen the viral mini trader joe’s pastel tote.
I saw several tiktok videos of crowds swarming around the poor cardboard pits at the stores leaving with as many bags as they could hold.
Now, the bags are reselling for 1000s even though their retail price was only $3. Wow.
These bags have been a folkorish tale for a few months, people speaking of when they would come out, if they even would -- and now, here they are.
Stylistically, its your typical natural canvas tote but with pastel colored straps in blue, pink, or lavender with a embroidered “Trader Joe’s” logo in the front. Perfect.
Though to some of us this frenzy may seem ridiculous, the craze behind this bag symbolizes the importance of building a culture around your brand. Trader Joe’s doesn’t do viral marketing, they don’t have insane prices, they just rely on curating an “authentic” small town grocery store vibe, one that people across the country have come to love.
Through word of mouth, their business has grown exponentially and has become part of the American cultural zeitgeist. Trader Joe’s started opened its first store in Pasadena, California in 1967, slowly making it’s way across California, then the country.
A couple of their other “merch” items have gained some popularity, like the reusable plastic bags customized by state along with other kitschy items. The popularity of the latest addition to their merchandise has shown what has worked for them all along: connection and reliability.
If you happened to snatch one of these totes, consider yourself one of the lucky ones. We’re excited to see what they make next. And hey! @trader joes, if you ever have too many orders to print, we’re your guys!