In a bizarre incident, the San Antonio-based grocery store chain, HEB, received an unprecedented amount of eager customers who wanted to get their hands on the special-edition Selena-themed tote bag. As part of their latest promotions, they launched the popular $2 totes featuring the likeness of Selena Quintanilla, the late Tejano superstar, on Friday.
These bags were being sold at HEB’s brick-and-mortar stores across Texas and online. Fans of the singer were zealously waiting in lines that stretched out of the door at HEB’s stores even before the sale, which was scheduled at 9 a.m. Within an hour and a half, all the bags at the stores were sold out. The online sale starting at 12 noon received such an unusually large traffic, that the HEB website crashed for some time. By Friday afternoon, all totes, online and offline, were sold out!
While tote bags are popular, a response of this overwhelming scale is only heard of when expensive gadgets or sneaker collaborations are involved. This consumer hype was a result of Selena’s popularity, which doesn’t seem to have waned over the years. The singer rose to heights of superstardom in 1995 when she was murdered at the age of 23. She became an icon who inspired thousands, especially in the Mexican-American community.
What makes this incident even more significant is that HEB partnered with the Selena Foundation to promote these bags and the proceeds from the bag sales will be given away to the Boys and Girls Club of Coastal Bend. Moreover, HEB also announced that they will donate $25,000 to the Selena Foundation.
This promotion turned a simple inexpensive tote into a highly-coveted collectible. In fact, these $2 bags are now being sold on eBay for $135! It is interesting to note that even after all these years, Selena’s legacy continues to inspire and grow through her family’s foundation.
At Promo Direct, we offer a wide range of promotional tote bags that can be imprinted with your artwork and logo to help you make your next campaign a success. You can reach out to us by calling on our toll-free number 1-800-748-6150 or email us on firstname.lastname@example.org.