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

Trading cards are back in a big way, and it's not just kids who are excited. Adults are also getting into the hobby, driven by nostalgia and the fun of collecting. Big stores like Target and Walmart are noticing this trend and stocking up on cards for the holiday season. Sales of trading cards have been going up steadily. Strategic card sales, which include things like Pokémon and Magic: The Gathering, are up by over 100% this year. Non-strategic cards, like sports cards, are also selling well, with a 48% increase in sales. Target's card sales are up nearly 70%, and they expect to make over $1 billion from cards this year. Online sales are even higher. Walmart Marketplace saw a 200% jump in card sales from February to June, with Pokémon cards selling more than ten times as much as last year. Stores are also doing special events, like live streams with influencers, to get people even more interested in collecting. Millennials and Gen Z are big reasons why card sales are growing. Many adults enjoy collecting cards because it reminds them of their childhood. For some, it's also a way to invest money. Pokémon cards, for example, have gone up in value by over 3, 800% since 2004. However, not everyone thinks cards will be a big hit during the holidays. Some people are buying cards for themselves, not as gifts. Trading cards are different from other toys because they sell well all year round. This makes them a good choice for stores that want to make money even when it's not the holiday season. Target has been expanding their card selection and making them more visible in stores, which has helped boost sales. Pokémon cards are still the most popular, with over $1 billion in sales last year. Sports cards are also becoming more popular, especially among teen boys. However, vintage cards from the 1960s and earlier aren't as popular with younger collectors. Many younger people prefer newer cards or specific vintage cards featuring famous players. The trading card industry has come a long way since the 1990s when it nearly collapsed. Since the pandemic, card sales have been growing thanks to nostalgia, community, and the potential for investment. Cards offer a sense of belonging, whether it's through trading, playing games, or investing. For those who see cards as an investment, Pokémon cards are often a safer bet than sports cards. Pokémon cards are like commodities, with a limited supply and stable market. Sports cards, on the other hand, can be more volatile because a player's value can change quickly. Looking ahead, big retailers are focusing on the long-term growth of the trading card category. Target is working on exclusive sets and limited drops to attract a more diverse group of consumers. They're also trying to reach a broader age range and gender. The WNBA is one of the fastest-growing segments in sports cards, especially among young girls. With the 2026 FIFA World Cup coming up, soccer cards are also expected to become more popular.