Trader Joe’s Viral Streak Continues Thanks to This Popular Non-Food Find
Trader Joe's goes viral yet again for another popular accessory item.
Trader Joe’s has gone viral yet again with a popular, non-food find.
The Instagram page trader_joes_treasure_hunt shared details of the supermarket’s latest must-have accessory that’s quickly selling out nationwide. It’s a larger-sized branded cooler tote bag that retails for $7.99.
The company’s most recent addition to its non-food items comes in a limited peach hue. Trader Joe’s website displays a version of the wildly popular bag in pink that is available in most stores.
It describes the bag as boasting “a magnificent Magenta exterior and a sunny, golden Yellow interior — a color scheme straight from the packaging of our Brazil Nut body products! In addition to making a terrific tote for your sundries, this zippered, hefty-handled, eight-gallon Insulated Bag is the epitome of summer grocery portability. At about 18” x 7” x 13”, it can hold up to 8 lbs. of groceries. It’ll also keep food colder, longer, making it perfect for picnics in the park, lazy days at the lake, and potlucks by the pool.”
Trader Joe’s tote bags have become a viral sensation, driving customers into the store to purchase this non-food favorite. Known for their affordable price and limited availability, these totes have quickly become a must-have item for customers.
However, the popularity of these items also causes them to quickly sell out. Therefore, many customers are either left disappointed or must pay marked-up prices on reseller marketplaces.
Trader Joe’s customers shared their thoughts regarding this latest find on Instagram. “Are ppl going to buy 50 and then sell for 30?” one asked about the frustration many customers find when some resellers drastically mark up the bags for a profit.
Some addressed the need for limits on these items, while others found themselves out of luck after getting to their local stores before the doors opened. “Stood in line 20 min before opening. Didn’t get one,” another Instagram user penned.
Why Are Trader Joe’s Totes So Popular?
Trader Joe’s first launched its mini canvas bags in 2024. These tiny totes quickly gained popularity online, causing them to sell out instantly.
“When it comes to our reusable bags, our customers have made themselves abundantly clear: the smaller the tote, the bigger the sensation,” the Trader Joe’s tote bag product page reads. “Last year, when we introduced our Mini Canvas Totes, we were so pleasantly surprised by their rapturous reception that we’re bringing in even more Mini Totes, this time in a series of Pastel shades to herald the beginning of spring.”
The smaller totes are sized at about 13 inches long, 11 inches tall, and 6 inches wide. They are described as perfect for “smaller shopping trips.”
The description continues, “Outside of shopping, they’re also excellent for packing up a little springtime picnic, bringing brunch supplies over to a friend’s house, or even just carrying your books and tech around school or work. And with their special, seasonal, Pastel hues, they also make seriously great gift bags or Easter baskets when filled with springtime candies and treats from Trader Joe’s — especially if the recipient happens to be a dedicated TJ’s Tote Bag collector.”
FOX Business spoke to psychotherapist Jonathan Alpert, who shared his thoughts on why the Trader Joe’s totes continue to trend. “People’s obsession with these mini Trader Joe’s reusable bags highlights a unique intersection between consumer behavior, branding, and social status,” he said. “These bags have transformed from simple and practical grocery carriers to coveted items that carry a certain cultural cachet.”
“These bags are limited, making them a symbol of ‘in-the-know’ status — those who have them are part of a ‘club,'” he added, noting that the Trader Joe’s brand is tied to a certain nostalgia. “It evokes a sense of simpler times, with its quirky, laid-back image and nostalgic design. This makes the bags more than just a useful product — they’ve become a symbol of the Trader Joe’s lifestyle.”
