If you’re like me, then you probably only frequent Trader Joe’s for their kitschy seasonal snacks and surprisingly delicious frozen meals. And if you’re also anything like me, then you only crave those peppermint Joe-Joe’s when they aren’t in stock. It’s just the way it goes, and TJ’s knows it.
Trader Joe’s finally explained the method to their marketing on an episode of the Trader Joe’s Podcast (yes, that’s real).
One listener asked: “My question is regarding what makes a product seasonal or one time only and how is a customer to know? Part two, have you ever made any seasonal items permanent or do you plan to?”
Marketing director Tara Miller answered the first half of the question:
“One of the things that we do is constantly introduce new products. And if we took all of those limited buy or seasonal type products and made them every day, there’d be no room in the store to introduce new products. So by making some things come and go, that gives us the ability to introduce other things that can come and go.”
Two answer the second half of the question, TJ’s execs said that it is possible for a season item to turn into an everyday product, though it’s rare. Frozen mashed potatoes started out as seasonal, but can now be found in the freezer section year-round.