‘I always find myself needing three separate bags to leave the house – my laptop, my lunch, everything,’ she said.

‘I’ve been looking online and most bags like this are $140. Finding one for $29 honestly felt like a win.’

Karly said the bag’s price is what truly sets it apart from similar products on the market.

‘I haven’t seen anything else like it online,’ she said.

‘I imagine there would be something similar out there, but maybe double or triple the price. I would highly recommend this over others on the market. Kmart is definitely upping their game.’

The excitement comes as Australians turn to Kmart over higher-end retailers, prioritising practicality and affordability amid ongoing cost-of-living pressures.

Shoppers increasingly say they’re choosing functional, well-designed pieces at budget prices rather than investing in premium brands.

Parents have also jumped on the trend, with many praising the insulated base as ideal for storing baby bottles, snacks or even medication.

‘Perfect mum bag – it’s so inventive,’ one shopper commented.

‘My son is type 1 diabetic and the insulated section would be a game changer for keeping insulin cool on hot days,’ another added.

Karly warned that shoppers shouldn’t wait if they spot the bag in-store.

‘This bag will definitely sell out once it fully hits the shelves. I was lucky enough to find it in store on a trolley as they were restocking. I would run to Kmart to make sure you get one before they’re gone.’

With demand building fast and word spreading on social media, the $29 tote is shaping up to be Kmart’s next viral hit – and further proof that, for many Australians, smart design at a low price now beats luxury labels every time.