Pooja Gandhi's love for Trader Joe's began with chicken soup dumplings. This passion led her and her brother to make annual road trips to Buffalo, New York, to stock up on their favorite items, including Everything But The Bagel Seasoning and dark chocolate peanut butter cups. A highlight of these trips was acquiring the iconic Trader Joe's canvas tote bag. "It became this thing. When I went to the states, I had to get my hands on it," said Gandhi, a 20-year-old University of Toronto student.

This summer, many Canadians have embraced the Trader Joe's tote, which has become a common sight on the streets. The bags are available in classic blue and red, as well as this spring's sold-out pastel shades. Some have even customized their totes with charms and buttons. TikToker Veronica Skaia humorously referred to the trend as a "TJ's Toronto takeover," calling it an "epidemic."

Canvas totes have become fashionable accessories, offering a lightweight and stylish way to carry belongings. Gandhi noted, "It’s an affordable item that makes the regular person feel like they’re in tune with trends but on a budget." With rising living costs and economic challenges, many are looking for ways to express their style without breaking the bank.

Shakaila Forbes-Bell, a fashion psychologist, explained that as clothing prices rise, consumers are turning to smaller luxuries like accessories for self-expression. "We’re seeing the lipstick effect play out in real life," she said. Toronto creative strategist Tamara Szames added, "This is the flip side of quiet luxury: it’s loud frugality."

Carrying a Trader Joe's tote signifies a connection to health culture and a sense of community. Szames remarked, "It’s a status symbol of health culture, being price conscious, being proud of that. And it’s also a status symbol of belonging to a type of community."

The popularity of these totes has not gone unnoticed by Trader Joe's, which has released limited-edition versions that often sell out quickly. A spokesperson for the company stated, "Today totes are popular with our customers; however, we’ve had canvas totes in our stores since 1977."

The second-hand market for Trader Joe's totes has also emerged, with some individuals capitalizing on the trend. A Toronto marketer named Ashton shared that he bought several totes and sold them to his followers on TikTok. "They are actually pretty durable. They’ve got multiple pockets. The canvas designs are an ‘in thing’ at the moment," he said.

However, the trend of carrying Trader Joe's totes comes with a complex backdrop. Despite ongoing tariffs and a complicated relationship between Canada and the U.S., Canadians continue to embrace these American products. Gandhi expressed mixed feelings, saying, "I got my bag way before the tariff war started, but there is guilt attached to it. I have tried to limit the amount of shopping that I do when I am in the United States. When I’m in Canada, I prioritize buying local."

Szames emphasized the importance of supporting local businesses in the current economic climate. "You could have a brand that operates in Canada, has full distribution in Canada, its marketing product design is all Canadian, but the manufacturing isn’t," she explained. "‘Buy local’ is more important than ‘buy Canada.’ With buy local, we start to see neighborhoods forming."

For those committed to their Trader Joe's tote, Szames suggests using it to carry Canadian-made groceries or other essentials, blending style with local support.