It costs just £4, is cute as hell - and people just can’t seem to get their hands on one. What do you? Turn to the Internet to vent.

That’s exactly what social media users have been doing this week as Primark struggles to cope with public demand for a small purse that, at this rate, will see an end to all other purses.

To coincide with the release of the live-action Beauty and the Beast movie, Disney fans have been flocking to the retailer to get their hands on this adorable Chip-themed purse.

However, shoppers have been snapping them up in their droves, leaving Brits all across the nation purse-less and turning to social media sites to lament.

Some people have even been trying to contact Primark HQ directly, urging them to step in and place a limit on the number of the purses that can be sold in any one transaction.

One keen Disney fanatic even said: “Primark, please put a limit on those cute Beauty and the Beast Chip purses. Heard someone bought 150 in one store and I’m desperate for one.”

Unsurprisingly, the purse is now being put up on eBay where prices are being listed as high as £50.

Glasgow Times:

One savvy seller has reportedly already sold more than 80 of the purses at £15.99, netting in a tidy profit of around £1,300 so far.

Primark has declined to officially comment on the frenzy which is gripping the nation, but did tweet one fan back to say: “We’ve got more coming soon! Stay tuned for more info.”

But, if we were you, we’d stop whatever we were doing and run to the closest Primark store. Now.