Kaylee Yoon

Just a few months after Stanley Cups took TikTok by storm, which drew crowds of excited customers to Targets across the country, another product has captured consumers’ attention: Trader Joe’s canvas mini tote bags. With viral videos showcasing the bags amassing millions of views, they have become TikTok’s latest consumer trend.
Originally priced at a modest $2.99 in stores, the viral tote bags–available in blue, red, yellow, and green–are being marked up by online resellers for nearly 100 times its retail price due to social media hype. On eBay, resellers have listed mini tote bags, with prices ranging from $5 to $500. Some sellers on eBay have resold several sets of tote bags in various colors listed for over $100 per set.
The scenes of eager customers at Trader Joe’s depicted in TikTok videos are reminiscent of the recent craze surrounding Stanley Tumblers last December. This frenzy ensued when Target introduced a limited edition Valentine’s Day collection of Stanley cups, which prompted people to queue outside Target in hopes of securing one of the red or pink tumblers.
Despite the widespread attention the bottles received, consumers quickly lost interest in the product, and the attention was turned to Trader Joe’s bags instead. Overnight, the mania surrounding Stanley cups shifted to the mini tote bags, highlighting the rapidly changing nature of consumer trends. Social media significantly influences the acceleration of such trends. With a simple swipe of a finger, users can effortlessly access a wide variety of information, allowing them to share and discover products from all over the world quickly. This instantaneous circulation of content with just a few small swipes greatly contributes to the rapid rise and fall of consumer trends.
Additionally, the scarcity aspect of the Trader Joe’s bags makes people want to get their hands on them out of fear of missing out. As the products are only available for a limited time and in limited numbers, it creates a sense of urgency and exclusivity for mundane items, such as mini tote bags and cups. It allows them to rise in popularity and go viral. According to Trader Joe’s, their mini totes won’t be available again until late summer once they run out of the current stock, evoking a sense of urgency to buy them as soon as possible.
Moreover, like Stanley bottles, consumers feel as though the bags help them achieve a certain status. The Stanley bottle trend was driven by social validation, with the bottles becoming symbols of status and class. Owning one of these bottles changed from a practical choice into a statement about how one wishes to be perceived by others. Likewise, Trader Joe’s bags enable customers to reach a certain social standing without creating a dent in their bank account.
As consumer trends continue to evolve at rapid speed, driven by the influence of social media and the attraction of exclusivity, even the most quotidian items can capture our attention and go viral on the internet.