Gen Z is leading an "analog summer" trend, characterized by a shift away from digital devices toward offline hobbies and accessories. Central to this movement is the "analog bag," a tote filled with portable items like leather-bound journals, paperback books, Sudoku puzzles, and mini watercolor palettes. Content creator Sierra Campbell coined the term in a TikTok video last year, and it has since spread across social media, with "what’s in my analog bag" videos garnering tens of thousands of views. The L.L. Bean Boat and Tote has emerged as the bag of choice, with sales up over 50% this year, and the company has launched limited-edition "Analog" and "Off the Grid" monogrammed versions.