At 8 a.m. Wednesday at a Trader Joe’s branch in Plainview, Long Island, dozens of shoppers stood in silence, waiting in line to get their hands on one thing: the retailer’s latest drop of its mini striped tote bags.
The California grocery stores’ signature canvas bags have become a fashion statement and a trendy status symbol in recent years, with Trader Joe’s connoisseurs collecting them and resellers sometimes marking them up online for up to five times the retail price.
The bags first developed a cult-like following when they went viral in March 2024, becoming so popular on social media that procuring one has become increasingly difficult.
The classic bag, a white design with navy blue straps, has been expanded into an ever-evolving lineup of collectible bags, and the latest design, which dropped Wednesday, June 17, comes in four different shades with vertical pastel stripes.
At the Plainview branch, shoppers were in line before the store opened at 8 a.m. The Independent’s Rachel Dobkin arrived at 7.45 a.m. and had left the store by 8.30 a.m. with all four bags. It cost $11.96 for all four bags at $2.99 a piece.
Outside the store, one Trader Joe’s employee walked down the line, modelling the new bags and informing customers of the buying policy.
Each shopper is allowed to purchase one of each color in the set of four, meaning they can leave the store with the complete collection while stocks last.
One shopper was seen arguing with the staff because she wanted her daughter to be able to buy the bags, but Trader Joe’s had implemented a rule that no kids were allowed to take bags.
A man who seemed to just be in the store for a regular shop said, “Jesus Christ” to himself when he saw the commotion.
It’s not just Americans who are obsessed with Trader Joe’s totes: people in London, Seoul, Melbourne and Tokyo are carrying these bags.
Daniel Levine, a consumer and trends expert based in Oregon, previously told The Independent that Trader Joe’s symbolism across the world spoke to a type of “imported exclusivity” that signifies that you are clued up on international internet culture.
“It’s become the ultimate ‘if you know, you know accessory,’” he said.
Trader Joe’s, which has more than 600 stores across 43 states, was founded in Monrovia, California, in 1967 by the late Joe Coulombe.
Inspired by Coulombe’s travels in the Caribbean and a desire to make the store stand out, the first branch in Pasadena was given a nautical theme with marine objects, including fish netting, a ship’s bell and a rowboat.
The shop is popular for selling its own-brand products and quirky snack options, while the employees are known for their buoyant customer service.
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