The trend: Scarcity still sells. Even as consumers become more budget-conscious, limited releases continue to spark outsize demand and buzz.

The examples:

• Trader Joe’s mini tote bags triggered what The New York Times described as a “Black Friday-like frenzy.” Shoppers lined up—not for concert merch or game consoles—but for tiny tote bags bearing the grocer’s logo. Traffic numbers highlight that bump: Visits to Trader Joe’s were up 21.2% the day of the tote bags’ release compared with a year-to-date Tuesday average, making it the busiest Tuesday of the year so far, per Placer.ai.
• McDonald’s Minecraft meal—intended to run for four weeks—sold out in most US markets within 10 to 14 days. The adult meal came with a Big Mac or 10-piece McNuggets, spicy-sweet "Nether Flame" sauce, and one of six exclusive collectibles. “The response certainly exceeded what we were planning for,” CEO Chris Kempczinski said on the company’s earnings call.
• At Walmart, Summerween Velvet Plush Throws flew off shelves, with some designs selling out within days—a clear sign that consumers will rush to buy when items feel rare, fun, or fleeting.

A broader trend: Consumers crave the new and the novel—and CPG brands are leaning into that impulse.

• Cheez-It, known for creative collabs with brands like Hidden Valley Ranch, is partnering with Wendy’s this month on Cheez-It x Wendy's Baconator. The mashup garnered headlines like The Kitchn’s “Cheez-It’s New Limited-Edition Flavor Is So Good, I Totally Get Why It’s Selling Out.”
• Mountain Dew frequently taps the limited-edition playbook, teaming up with retailers like 7-Eleven and Walmart or launching its own specialty flavors, including this year’s Baja Cabo Citrus, Honeydew, Trolli Cherry-Lemon, and Summer Freeze. Each announcement and rollout is timed to spark buzz and drive demand.
• Oreo drives anticipation and shareability by offering pre-sales of limited-edition flavors, like its latest collaboration with Selena Gomez.

Our take: Consumers are drawn to the new, the novel, and the exclusive. That’s why limited releases continue to deliver results. They create urgency and give brands a way to protect margins—even at a time when many shoppers are rethinking their overall spending.