text: Designer Lilly Pulitzer's family learned that it's not always about who you know - or who you are are related to - after they joined the thousands of people who were unable to beat the 'Pink Sunday' rush for the late Ms Pulitzer’s eponymous brand’s brightly-colored, limited edition collaboration at Target. The 250-piece Lilly Pulitzer for Target collection sold out online and flew off of shelves at stores shortly after debuting on Sunday morning. Lilly Leas, the 26-year-old granddaughter of the late Palm Beach fashion trendsetter, managed to buy a floral-printed hammock online, but only because she set an alarm. Meanwhile, Mrs Pulitzer's own daughter Liza wanted a beach chair - but missed out. The 58-year-old Palm Beach Realtor told the Sun Sentinel that her mother, who died in 2013 at the age of 81, 'would have loved the fact that everybody wanted to get something, a piece of Lilly'. Scroll down for video . Family style: The late Lilly Pulitzer (center) and her daughter Liza (right) wore the designer's patterns in 2005. Liza admitted that she was unable to purchase any items from the brand's Target collaboration . Designer demand: Shopper Loren Boyce posted this picture of a cleared-out Target store on Sunday, writing that the racks were empty within five minutes . 'I think wearing a Lilly dress and wearing a Lilly print makes people smile, and the fact more people would have the opportunity - I liked that,' Miss Leas added of the Target collection. The Lilly Pulitzer merchandise - which included clothing, accessories, and homeware from the designer at Target's lower price point - attracted thousands of enthusiastic shoppers who logged online early and waited in long lines outside Target stores before they opened. And while all of the popular products have now officially sold out, more than 30,000 pieces have been listed for resale on eBay, many at higher price points, prompting angry customers who were unable to walk away with Lilly Pulitzer merchandise to boycott the second-hand sellers. A posting being shared on social media reads: 'Here's a tip to those who missed out on purchasing today. BOYCOTT all second-hand seller of Target's Lilly Pulitzer Collection UNTIL the prices drop below cost. Don't be desperate to beat someone else out for a $30 dress.' Just say no: Angry Lilly Pulitzer fans took to social media to start a boycott against second-hand sellers of merchandise . Just say no: A Twitter user named Amanda noted that pieces from the collection will be returned to Target if everyone bands together and refuses to bid on any of items on eBay . Colorful addiction: This woman was photographed with a cart full of patterned home décor from the Lilly Pulitzer for Target collection . Different opinion: Not everyone was a fan of the collection; this Twitter user named Ponta couldn't believe that women were willing to spend so much on the patterned designs . The message continues: 'If no one buys from eBay or Instagram - groups that are currently price gouging - they'll be forced to drop the prices in a few weeks. This only works if everyone refuses to buy from any second-hand seller. #ForcedAccountability #LillyForEbay.' Other Twitter users noted that the highly-coveted items from the Lilly Pulitzer collection will be returned to Target and restocked if everyone bands together and refuses to buy from second hand sellers. '#LillyforTarget has a 14 day return window. Boycott #LillyforEbay and there will be stock in stores in about 13 days,' one person tweeted, another added: 'Can we all just make a pact to not buy any of the #LillyforTarget aka #LillyforEbay Absolutely ridiculous [sic].' Speedy re-sellers first started earning bids for their purchases at up to ten times the retail price, including a $150 hammock for $799 and a $34 maxi dress for $202.50. A $30 tote bag was posted with a Buy It Now asking price of $300. Disappointed: Robin T was angry that Target didn't set a limit of how many pieces customers could purchase at a time . Wise woman: Esta Fiesta, who previously shared her tips on shopping designer collaborations, noted that people should have listened to her strategies . Shocking mark-up: Mary Hall encouraged people to buy 'real' Lilly Pulitzer instead of spending hundreds on the Target collaboration being sold on eBay . However, within 24 hours, many more sold-out items became available on eBay for under $100, including a $9.99 makeup bag that sold for $19.99 and a $15 headband that sold for $30. Many of the thousands of re-sellers bought pieces in bulk with the intention of auctioning them online for a profit - a practice that angered some shoppers, who complained that these scalpers ruin the fun for 'true' fans of the brand. 'There's a special place in hell for those who bought items just to resell on eBay,' one woman wrote on Twitter. Another said: 'The people who bought hoards of #LillyforTarget products just to resell them online are (literally) the reason we can't have nice things. [sic]' Nothing left: Many people took to social media to share photos of the empty shelves at various Target stores . Band together: Keily Collins told people to avoid buying any of the pieces on eBay . Better idea: She added that she would rather go to a Lilly Pulitzer store and buy something from there than purchase anything from second-hand sellers . No human decency: Meanwhile, Carolyn Heard noted that 'people are the worst' while encouraging others to join the boycott . Other customers also complained of problems using Target's website on Sunday morning; 'extreme traffic' caused site crashes and difficulty completing purchases. Target's chief merchandising and supply chain officer Kathee Tesija apologized for the issues regarding the store's website on the company's blog on Tuesday, saying the experience customers had on Target.com on Sunday morning 'wasn't acceptable', while denying that the site had crashed. 'Our goal is to provide an easy, fun experience, whether guests are shopping online or in our stores. We didn’t get there with this launch and for that, we’re sorry,' she said. 'The website never crashed, but due to high traffic, it was slow and our guests had to wait longer than they should have to access the full collection.' She added: 'That’s frustrating, both for them and for us. We’re taking a close look at what happened. We’re committed to constant improvement, and are laser focused on providing our guests with a great, seamless experience.' Ms Tesija also addressed the outrage over second hand re-sellers of the collection. Fast fashion gets faster: Lilly Pulitzer's lower-priced collection for Target sold out almost immediately online and in stores; customers re-selling this $34 maxi dress were netting bids over $200 . Pricey prints: Pieces like this Lilly Pulitzer bag, left, and hammock, right were quickly available at major mark-ups online, though more affordable resell prices have popped up since the initial rush . 'One of the things we’re incredibly passionate about at Target is making great design accessible and affordable,' she said. 'When we see product that we’ve created for our guests being resold on the secondary market for a profit, it’s disheartening because it takes away from the very intent of these programs.' She continued: 'When we look at the amount of Lilly Pulitzer for Target product being resold, it translates to roughly 1.5per cent of the collection. While we’d prefer that number to be zero, it tells us that the vast majority of guests who purchased the collection did so with the intent of enjoying it for themselves.' But though frustrated fans criticized Target for poor planning and a lack of bulk-buying policies, these are hardly new experiences for customers who have taken advantage of the store's past designer collaborations. The highly-anticipated diffusion lines are promoted for months in advance with ads, lookbooks and celebrity-packed parties, resulting in hordes of fashionistas adding the on-sale dates to their calendars. In 2011, Missoni's collaboration with Target crashed the website as well, and collections from Prabal Gurung, 3.1 Phillip Lim, and Peter Pilotto all saw marked-up resell value on eBay after selling out in stores. Bait for the belles: 'The things Southern girls do for @LillyPulitzer #LillyforTarget [sic],' wrote customer Michelle Christine  of the line outside a Richmond, Virginia Target store . Hollywood ladies love Lilly: Celebrities including (L to R) Camila Alves, Kate Bosworth, Bella Thorne, and Ellie Kemper all wore Lilly Pulitzer for Target dresses to the line's launch party .
target: The designer diffusion line went on sale Sunday morning but was almost completely sold out online before noon, with stores selling out minutes after opening .
  Re-sellers initially tried to unload merchandise at inflated prices including $799 for a $150 hammock; now thousands of pieces are available on eBay with smaller markups .
  Outraged customers have formed a social media campaign to boycott the merchandise from second-hand sellers .