The New Mini Trader Joe’s Cooler Bag Is Already Selling Out—Why Are People So Obsessed?

This one is insulated (don’t worry, they’re restocking).

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There’s a new mini bag on the scene at Trader Joe’s, and—once again—everyone wants to add it to their tote collection.

It appeared in stores for $4 on June 4 but swiftly sold out across the country, with a vigor matched only by the last mini bag drop from the grocer. It’s about the size of a lunch box, and this time, it’s insulated. According to an Instagram video posted by @traderjoesobsessed, “They fit maybe 8 cans of soda/seltzer.” The bag is available in two colors—pink and blue. Despite the relatively small size (or more likely because of it) @traderjoesobsessed says they’re “still so cute!”

According to the Indy Star, the bags were being resold on Facebook Marketplace and eBay for 20 times the original price within a day. You can already find TikToks of people showing theirs off. But don’t be pressured into buying the marked up versions—a Trader Joe’s spokesperson told USA TODAY that stores will be restocked soon.

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This launch comes just a few months after the grocer introduced a 13-inch-long and 6-inch-wide Mini Canvas Tote Bag. The original mini bag, which came in yellow, red, navy blue, and green, had the internet completely obsessed. Shoppers declared it the perfect size to carry just a little something with you anywhere—but its popularity also came from social media clamoring and perceived scarcity. Videos showed people showing up to stores in droves to get their hands on one, and Trader Joe’s had to put a limit on how many an individual could buy.

These mini bags appear to be quickly turning into more than just a trend. Tiny bags aren’t particularly new—you may remember Lizzo’s famous tiny bag from 2020—but these are different. They’re large enough to be functional and look exactly like their larger counterparts but are small enough to be, well, cute.

The mentality surrounding these products is reminding people of other cultural crazes, like the Stanley Cup. Some shoppers on the subreddit r/traderjoes point to conspicuous consumption, which basically means purchasing things because friends, family, or strangers we follow online bought them, too. But other Reddit users simply think the bags do a job they need.

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“I use it as an actual purse and it’s literally perfect for what I need lol,” one said.

“I bought one for my dog’s stuff when he has to go to the vet, etc.,” another added. “It’s perfect for that and makes it easier for him to have his own bag. It would also be a nice little tote just for basic necessities. I only bought one. I don’t see the craze and need to buy a billion of them.”

It’s no surprise that Trader Joe’s would want to offer another bag after the viral success of the first. And with summer beach trips just ahead of us, this just may be the perfect option for storing a little packed picnic—just be sure to head to your local store to grab one before they take over the internet.

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