For two weeks, I’ve embarked on a frantic quest to snag the Canon PowerShot G7 X Mark III, and honestly, I’m starting to think it’s a figment of my imagination.

The Compact Camera Craze

Originally released in 2019, the G7 X Mark III boasts high-end features like a large sensor and extensive manual controls. Despite my past experience with the G series, I was shocked to find this particular model sold out everywhere, especially since competitors like Sony have an abundance of RX100 models available. It seems the G7 X III has skyrocketed in popularity, especially among TikTok content creators.

TikTok's Influence and the G7 X III's Popularity

The demand for the G7 X III has led to a slew of TikTok videos dedicated to successful hunting strategies. These creators share their often arduous journeys, using tools like the Hotstock app to track availability. As I watched my local Target remain devoid of this coveted camera, I was left scratching my head, wondering how influencers could be snapping them up.

An Unending Search

The official retail price for the G7 X III is $799, but desperation has driven prices on third-party sites to around $1,500—exorbitant for a five-year-old device. Despite popular advice to check Target at dawn, my attempts yielded nothing but disappointment. I even enlisted advice from expert tech enthusiasts.

Strategies to Secure One

Advice ranged from setting up alerts to contacting stores directly to get on waitlists. I even tried reserving a backorder with Adorama, with hopes of paying the retail price—but availability was projected for June.

Retailer Insights on Scarcity

I visited a Target and found an emptiness in their camera section, which was dominated by Canon’s offerings, suggesting that Canon had monopolized this market segment. Discussing the phenomenon with Rebecca Kaplan, co-owner of Glazer’s Camera in Seattle, it became clear that supply issues were exacerbated by a shift in manufacturer focus toward interchangeable lens cameras.

Analyzing the Popularity

When I asked influencers why they preferred the G7 X III, they cited its lightweight design, ease of use, and superior image quality. The standout feature? Its exceptional pop-up flash, which delivers flattering skin tones—an essential element in the influencer world where aesthetics reign.

Exploring the Scarcity Effect

This scarcity seems to drive demand even higher, with many users admitting they didn’t initially desire the camera but became motivated once they learned how hard it was to find. With tariffs complicating production and inflating prices further, I find myself at a crossroads in this elusive pursuit.

Conclusion: Is the G7 X Worth It?

As my saga continues, the dream of owning a G7 X III feels more like a fairy tale. While my pre-order lingers in limbo, I recognize that there’s something uniquely compelling about this camera that keeps creators longing for it, even if I’m ready to throw in the towel. If a stock ever appears, I might just let fate decide who gets the last laugh.