Trader Joe’s Tote Bag Reselling Trend Explored

Explore the trend of reselling Trader Joe’s tote bags for profit, detailing an Australian’s journey through this viral market.

When one Australian resident took a trip to the United States, his plan wasn’t just about enjoying local cuisine or sites; he had his eyes set on the viral canvas tote bags from Trader Joe’s. After reading a Wall Street Journal piece about these bags becoming coveted international status symbols, he decided to make some purchases that he hoped would turn a profit back home.

Living in Melbourne, he had never firsthand seen a Trader Joe’s bag but spotted an opportunity while in San Antonio. With his wife, Cece, driving him to the store, they found the canvas totes priced at a mere $3.99 each. “Lucky,” the cashier remarked as he took home the last three bags. Although he didn’t anticipate reaching the high profits touted by some sellers on eBay, the goal of making $1,000 from this adventure seemed achievable.

Upon returning to Australia, he listed his newly acquired totes on eBay and Depop for about $50 each. Initially, there were no bites, leading him to adjust the price to $40. Interest picked up with potential buyers, all of whom inquired about the authenticity of his listings because the resale market is rife with counterfeits.

To reassure buyers, he provided pictures of the original tags still attached to each bag’s handle. This strategy paid off as he successfully sold two, with the first bag going for $29 and the second for $32 after briefly discussing a price negotiation.

However, his third bag became a casualty of family dynamics. Cece began using it, attracting attention in the supermarket, including a curious woman who sought to know where it was purchased. After her inquiry, he decided not to sell that bag, knowing the demand it had generated.

With two bags sold and one lost to his wife, he found himself exploring future opportunities to acquire more. There are two primary ways to score the popular bags from Trader Joe’s: either by waiting in line when a new design is released or by serendipitously arriving during a delivery. He opted for the latter.

His next trip to the U.S. included visits to five states, seeking the bags without luck. In one store, he held up a plastic reusable bag to show Cece via FaceTime, receiving her disapproval. His quest continued as he aimed for the classic canvas bags featuring Trader Joe’s logo, particularly coveted mini versions in various limited-edition colors.

While there were new releases in Seattle during the World Cup, he devised a plan to maximize his bag search. By collaborating with family in different states, he covered multiple Trader Joe’s, yet returned empty-handed once more.

With a total profit of around $45 from his efforts thus far, he remained undeterred. His upcoming visit to Texas during the holiday season had him armed with a list of all the Trader Joe’s locations within driving distance from Cece’s family home — and a few that were not. Cece agreed to this venture under one condition: if he finds a mini tote, the first one must be hers.

Trader Joe’s has made it clear that reselling their products is not endorsed, but that hasn’t stopped the growing phenomenon surrounding their tote bags from resonating among shoppers worldwide.