Trading Cards Make a Comeback: Why Everyone's Collecting Again

A Surge in Popularity

Trading cards are experiencing a significant resurgence, captivating not only children but also adults. This revival is fueled by nostalgia and the thrill of collecting.

Sales on the Rise

• Strategic Card Sales: Up by over 100% this year (e.g., Pokémon, Magic: The Gathering)
• Non-Strategic Cards: 48% increase in sales (e.g., sports cards)
• Target's Performance: Nearly 70% increase in card sales, projecting over $1 billion in revenue from cards this year
• Online Sales: Walmart Marketplace saw a 200% jump from February to June, with Pokémon cards selling more than ten times as much as last year

Retail Strategies

Stores are enhancing the shopping experience with special events, such as live streams featuring influencers, to boost interest in collecting.

Key Demographics

• Millennials and Gen Z: Driving the growth in card sales
• Nostalgia Factor: Many adults enjoy collecting as a reminder of their childhood
• Investment Potential: Pokémon cards have increased in value by over 3,800% since 2004

Market Trends

• Year-Round Appeal: Trading cards sell well throughout the year, making them a reliable revenue source for retailers
• Target's Strategy: Expanding card selection and increasing visibility in stores
• Popular Categories:
• Pokémon Cards: Over $1 billion in sales last year
• Sports Cards: Gaining popularity, especially among teen boys
• Vintage Cards: Less popular with younger collectors, who prefer newer cards or specific vintage cards featuring famous players

Industry Evolution

The trading card industry has rebounded since its near-collapse in the 1990s. Post-pandemic, sales have been boosted by nostalgia, community, and investment potential.

Investment Insights

• Pokémon Cards: Considered a safer investment due to limited supply and stable market
• Sports Cards: More volatile due to fluctuating player values

Future Outlook

• Retail Focus: Big retailers are concentrating on the long-term growth of the trading card category
• Target's Initiatives: Exclusive sets and limited drops to attract a diverse consumer base
• Expanding Demographics: Efforts to reach a broader age range and gender
• Emerging Trends:
• WNBA Cards: Fastest-growing segment in sports cards, especially among young girls
• Soccer Cards: Expected to gain popularity with the 2026 FIFA World Cup approaching