While Trader Joe’s developed their cult-like following due to their semi-affordable prices and delightful treats, they are experiencing newfound worldwide popularity — and it’s for a reason you wouldn’t expect.

Trader Joe’s, which was founded in California in the 1960s, prides itself on being a “national chain of neighborhood grocery stores.” Now, there are over 600 of these “neighborhood” markets across the U.S., and shoppers might notice that they don’t exactly feel like a friendly neighborhood shop. Instead, it can feel more like the Hunger Games at times, as you suddenly find yourself battling a middle-aged woman for a seasonal sweet treat.

Nonetheless, the start of the new year has brought on a frenzy of new Trader Joe’s enthusiasm, but not in the way you would think. Amongst FashionTok scrolls, a surprising new fashion trend has begun to pop up again and again. A grocery store tote, once a mundane tool for carrying groceries from the store to the car, has now become a statement piece and a status symbol.

This popularity does not seem accidental but instead a brilliant strategy. Often hard to find, limited and quickly sold out, the simple but sturdy canvas bags have become practically a collector’s item around the world.

Popularity has risen especially among a variety of limited edition colors based on the time of year, for example, the recent Halloween totes in stock during the fall. Since Trader Joe’s is not international, the latest fashion trends have caused the totes to reach outrageous prices among second-hand platforms such as eBay, going for perhaps $1,000.

While the iconic totes’ fame continues to grow, Trader Joe’s is keeping it humble, listing its mini tote on the website as “ideal for smaller shopping trips,” yet big enough to hold a dozen apples or to stash a demi baguette in. This description is followed by a short blurb about how each bag is limited, prompting shoppers to get one while they can, feeding into their clever sales strategy.

So, if you find yourself in a Trader Joe’s and are lucky enough to spot one of the elusive bags, consider going head-to-head with a middle-aged woman — I say as I write this article, sitting beside my Trader Joe’s mini tote.