You’ve heard of going to Disney for a Birkin, now get ready for heading to T.J. Maxx for Tiffany & Co. A $2,000 Tiffany & Co. handbag pops up at T.J. Maxx for $289 and sends TikTok into a checkout-line frenzy. But that doesn’t mean everyone is swooning.
One woman is tapping the brakes hard, asking the question no trend-drunk shopper wants to hear: Do you actually want this bag…or do you just want the dopamine hit? Her take is part reality check and part de-influencing sermon.
‘Take a Thought Before You Go Run to T.J. Maxx’
So many luxury brands are trending nowadays due to their availability and popularity. Recently, The Mary Sue covered TikTokers visiting Disneyland for a Birkin. Now, T.J. Maxx threw its hat in the race and has crowds of people rushing to grab Tiffany & Co. handbags.
Among the horde, not many stop and think about the ‘why.’ This is where Courtney (@mrscourtjam) comes in. Her one-minute clip has garnered 1 million views and hundreds of viewers digging their heels in.
Courtney starts off, “Do you actually want the Tiffany handbag from T.J. Maxx or are you being influenced by your For You Page?”
She explains that she’s a “handbag lover,” but there’s a reason why the bag only got viral until it got to T.J. Maxx. Her argument is, if the bag was really worth the purchase, it would have gone viral before T.J. Maxx stocked it on their shelves. She says she understands that it is now an accessible price point that spurs many people, but she wants them to think about whether they really want it. “Or are you chasing the hunt, or chasing the viral moment on TikTok?”
Courtney admits that she also gets heavily influenced and even thought about going to look for the bag herself. “I don’t want this. I didn’t want this before,” she says. “It was never on my radar and I don’t need it in my collection. So, just take a thought before you go run to T.J. Maxx.”
Is the Craze Really That Big?
Some might say, “I’ve never even heard of Tiffany being sold at T.J. Maxx.” We’re here to tell you, maybe you haven’t, but the luxury shoppers definitely have.
A month ago, one Redditor asked in the subreddit r/handbag about everyone’s opinions on the topic. Their response? Wholehearted support. Most of the comments share how they wish their local T.J. Maxx had the bags, and they’ll go hunting for one.
On a different Reddit post on r/TjMaxx, one poster asks, “The calls we’re getting about that Tiffany bag is insane. Imagine having a spare $300 just because TikTok said so. People are flipping it for $900 on ebay?” The comments on that post are vastly different. Some say it’s definitely not worth it, others complain that the branches they work at also receive multiple calls a day asking for the handbags.
There have also been various TikToks and Instagram Reels where influencers go hunting for the bags at many different stores. One TikToker by the handle @beau.thi.ful is documenting her search every day, and so far she’s at day 43.
@mrscourtjam Tiffany Handbag at TJ Maxx?! Another viral chance on TikTok that’s all over my FYP. #tiffanyandco #tjmaxx #viralhandbag #tiffanybag #deinfluencing ♬ original sound – Courtney J
Why Is It So Popular?
TikTok’s influence on marketing is not a new phenomenon. In 2022, Psychology Today reported on the circulating hashtag #TikTokMadeMeBuyIt. Dr. Cristel Russell delves deep into the influential nature of social media. Her research shows that these trends are especially influential because TikTokers are in a state of “high physiological arousal.” She reports, “TikTok users are often in this type of state when scrolling and looking to discover the next trendy thing to buy. Psychologically, we follow the social norm because it makes us feel good to be part of the group.”
Are T.J.Maxx Luxury Items Really ‘Luxury’?
Many skeptics are wondering why Tiffany & Co. began selling at T.J. Maxx to begin with. Some speculate low sales, but others say these items are just not the same quality as those sold in official stores. One comment under Courtney’s video says, “I work at tjmaxx it’s SUCH cheap quality.” In the r/handbags subreddit, someone asked about the luxury brands sold in stores such as T.J. Maxx, Marshalls, etc.
One of the comments said, “Unfortunately, a lot of these are lines specifically manufactured for this purpose. They’re fine bags for the price you buy them at, but you’re not getting them for the huge steal they’re advertising (most of the time). Sometimes there’s genuine overstock, but I recommend approaching those stores like the advertised price is the only price and not looking at any MSRP. Same with name brand clothing. Source: Fashion industry research, am a former Burlington employee.”
But is this true? In 2019, NBC4 Washington spoke to a retail expert who confirmed the news. He shared that some items get specifically made for stores and “have designer labels because of licensing agreements with the designers.”
Viewers say, ‘I Still Want It.’
As much as Courtney tried de-influencing her viewers, some dig their heels in and confirm they still want to hunt for the bag. One viewer says, “YES I WANT IT.” Another says, “Yes … I love everything y’all hate. Nobody buy it yall listen to her … so I can find it.”
Of course, there are many on Courtney’s side as well. One viewer says, “Don’t think anyone actually wants it. It’s because of the hype! It’s actually ugly.” While another says, “It’s a marketing ploy.”
Others call out the consumerism. One viewer says, “Yall are forgetting why brands send their bags to these stores …..” Another shares, “It’s $20 cute, not $300 dollar cute.”
A third viewer says, “Name brands get people in a chokehold! Me included I love brands and I know I shouldn’t.”
The Mary Sue reached out to T.J. Maxx via email and to the creator via TikTok direct message.
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