Tiny Coolers at Trader Joe's Are Going Viral – Exploring the Mystery Behind Viral Product Trends
One fine day in the month, John drives to a local Trader Joe’s at 7:30 AM and purchases as many mini-coolers as he could, given the store's purchasing limit: Two in vibrant teal, one in fiery pink, all displaying prominent Trader Joe's branding. John, a social media content creator, spends $3.99 on each small bag (too small for his mug, he shares in a TikTok video on his “daddysbearz” account — yet adequate for a six-pack). Not everyone might be that fortunate. The mini-refrigerators have already been listed for several times that price on eBay.
John is part of a crowd of influencers who are shaping and, at times, expediting the way certain retail products become popular. They're not simply buying as many items as they can, but also igniting buzz on their popular social platforms.
Before social media, it took a lot more for a niche item to become popular. "You'd have to observe people in public settings," so trends were more localized, said Colin Campbell, an associate professor of marketing at the University of San Diego's Knauss business school. However, now "the entire trend can catch fire across the country in an instant."
Viral Success Revisited
This is not the first time Trader Joe's mini-coolers have become a sensation. In March, customers went crazy over Trader Joe's mini canvas tote bags, which rapidly sold out.
Most brands don't see their products skyrocket in such a manner, especially not twice in a row. When this rare phenomenon occurs, companies seize the opportunity: They communicate with fans online and craft new marketing campaigns, milking every moment of that spotlight.
However, Trader Joe's maintains a low-key social media presence. The company's silence on the matter has allowed content creators, particularly on TikTok, to fill the void, making the items — which likely would have been popular regardless — even more successful. These creators play a crucial role in the world of retail marketing.
For instance, Talia Heskett boasts over 134,000 followers on TikTok, about 146,000 on Instagram, and roughly 68,000 on Facebook for her “Trader Joe’s Talia” accounts, as of Friday. Because Trader Joe's doesn't have a strong online presence, “I've sort of stepped up to that role,” she said. Heskett is a fan of the grocery chain, and has parlayed her affection for the brand into a lucrative venture. Her channels are popular enough for her to earn income from TikTok.
She's not the only one sharing such content. Christy Vetere runs her own TikTok account, “Trader Joe's and Target Finds,” where she highlights products from the stores. As of Friday, she had more than 54,000 followers on the social platform. Heskett, Vetere, and others keep shoppers informed about Trader Joe's news, tapping into an existing audience of fans to boost their own followings.
The Mystery Behind These Bags
Last March, when Trader Joe's canvas mini totes went viral, the company seemed puzzled by their appeal.
"What is it about these tote bags? Like, they're something we didn't plan for them to be," said Tara Miller, co-host of the company's Inside Trader Joe's podcast, in a March episode. "I'm still a bit perplexed about how quickly that excitement escalated," she said.
"We thought we had enough of these mini canvas totes to last for several weeks, maybe even a month," said Matt Sloan, who co-hosts the podcast with Miller. "We had no idea that they would become this popular, this quickly, for so many customers. We had actually hundreds of thousands of bags come in and sell out within a week."
This time, with the colorful coolers, the brand seemed better prepared. "Consider yourself warned: these Totes are destined to become the next craze!" shouts a product description on the grocery chain's site.
Apart from the warning on its website, Trader Joe's hasn't discussed the rapid sale of its seasonal items in detail. A Trader Joe's representative told CNN that the brand is always on the lookout for new products that its customers will love — and that it intends to offer more of the mini insulated bags this summer.
How Products Become a Sensation
Search "Trader Joe's mini insulated bag" now, and you'll be presented with an endless stream of videos featuring the vibrant coolers. Some people might just decide to pick one up on their next shopping trip because they saw it online. Others may hunt for the item aggressively, racing to stores before they run out.
"When you can get something that not everyone else has, it makes you look cool, makes you look like an insider," said Jonah Berger, marketing professor at the University of Pennsylvania's Wharton School and author of “Contagious: Why Things Catch On.”
This desire doesn't only apply to costly or extremely rare luxury items.
"You often see ... trends and things becoming popular, or going viral, in what I would describe as affordable public consumables," Berger said. Consider Stanley mugs, Owala water bottles, and Nike socks — all items that can be seen in public.
These items "can be affordable indulgences, and can allow people to demonstrate their uniqueness or membership in a certain group," Berger added. For some, "the thrill of the hunt" may be part of the fun — particularly when it leads not only to the coveted item, but an opportunity to share proof of success online.
"Yan doesn't operate a Trader Joe's-centric platform like Vetere and Heskett, instead focusing on pop culture and Disney on Instagram and TikTok. Yet, he's a fan of Trader Joe's and enjoys sharing his purchases from there.
He finds excitement in the unpredictability of their items, stating, "Who knows what they'll bring out next? It could be a unique, awesome thing that everyone'd love to see or own." It's always a thrilling mystery.
Apparently, Trader Joe's devoted followers are clamoring for more branded merchandise, as per TikToker Heskett. Yet, Trader Joe's doesn't provide a lot of that merchandise.
"You can't get a Trader Joe's cap, can't get a Trader Joe's sweater," she pointed out. This scarcity, she believes, is what's made the branded bags so popular. "People crave a bit of Trader Joe's to carry around with them.""
Read also:
Companies can capitalize on the sudden popularity of their products, as Trader Joe's did with its mini-insulated bags, by communicating with fans online and creating new marketing campaigns. (from Viral Success Revisited)
The allure of exclusive items can make them popular, even if they're not expensive or rare, as demonstrated by the success of items like Stanley mugs and Owala water bottles. (from How Products Become a Sensation)
