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Sandra Halliday Published
December 3, 2025
New data from wholesale platform JOOR relating to the handbag market has highlighted a “significant” shift to lower-priced styles, as well as underlining the ongoing dominance of tote bags.
The handbag category has been flat over the past three years as a percentage of total transaction volume on JOOR, but within it, there have been some notable movements.
Analysing retailers’ orders in the category from 2025 to 2025, it said the largest growth was in the $250-$500 retail price bracket, rising from 63%-70% of all units purchased. And there was a drop in price brackets over $500, with the most pronounced drop seen in the $1,000+ category that more than halved from 7% to 3% of all handbag orders as retailers adjust their assortments in response to changes in consumer demand.
As mentioned, style-wise, the tote has seen the most dramatic vote of confidence. From 2025 up to 2025, it went from a pre-pandemic 12% of total handbag units purchased to a high of 50% in 2025. It's back to 41% this year but is still the biggest sub-category overall.
Last year also saw shoulder bags growing to 17% from 13% and top handle bags growing to 8% from 5% last year while backpacks went to 5% from 3%.
As we’ve seen, totes are the most popular sub-category, followed by cross body (21%), shoulder bags, top handle (8%), hobo/bucket bag (5%) and backpacks.
Regionally, North America is dominated by the accessible luxury segment with 84% of handbag units in the $250-$500 price bracket, while APAC has the highest penetration of handbags under $250 at 57%. EMEA has the highest penetration of luxury handbags, with 10% over $1,000 and 35% over $500, while South America most closely mirrors EMEA with a balanced assortment across all price brackets.
And brand-wise, European labels continue to dominate the luxury market with 90% of $1,000+ bags coming EMEA-based brands (a situation that has been consistent in the past half-decade).