What's Happening?
Target and Walmart are witnessing a significant increase in trading card sales, driven by the popularity of cards featuring NFL players, Pokémon, and pop culture icons like Taylor Swift. This trend is expected
to continue into the holiday season, with both retailers stocking up on trading cards to meet the anticipated demand. Target's executive vice president, Rick Gomez, highlighted the strategic importance of trading cards as a gifting category for all ages, with plans for new releases nearly every week during the holidays. According to market research firm Circana, strategic trading card sales have increased by 103% year-to-date, while non-strategic card sales have risen by 48%. Target's trading card sales are up nearly 70% year-to-date, with annual revenue from the category expected to exceed $1 billion. Walmart Marketplace has also reported a 200% increase in trading card sales from February 2024 to June 2025, with Pokémon sales up more than tenfold year-over-year.
Why It's Important?
The surge in trading card sales highlights a shift in consumer behavior, where millennials and Gen Z are driving growth by purchasing cards as a form of nostalgia and affordable luxury. This trend is significant for retailers like Target and Walmart, as it provides a consistent revenue stream that is less dependent on seasonal fluctuations. The popularity of trading cards also reflects a broader cultural trend where collectibles are seen as alternative investments, with Pokémon cards delivering a cumulative return of 3,821% since 2004. However, the trend also poses challenges, such as managing supply to prevent reselling and ensuring that the demand for cards translates into holiday sales, as a significant portion of purchases are for personal collections rather than gifts.
What's Next?
Retailers are likely to continue capitalizing on the trading card trend by expanding their assortments and increasing the frequency of new releases. Target, for instance, has enhanced its in-store displays and increased the number of trading card drops to maintain consumer interest. As the holiday season approaches, both Target and Walmart will need to balance supply and demand to maximize sales while preventing stock shortages. Additionally, the focus on trading cards as a year-round product may lead to further innovations in marketing strategies and product offerings to sustain consumer engagement beyond the holiday season.
Beyond the Headlines
The trading card boom underscores a cultural shift towards nostalgia-driven consumerism, where adults seek to reconnect with their childhood through collectibles. This trend also highlights the evolving nature of the toy industry, where traditional toys are being supplemented by collectibles that appeal to a broader age range. The rise of trading cards as alternative investments reflects a growing interest in non-traditional asset classes, which could influence future consumer spending patterns and investment strategies.
