Additionally, some buyers view cards as alternative investments. Pokémon cards, for example, have yielded a cumulative return of 3,821% since 2004, according to Card Ladder analytics.
In response to increased demand and to limit online reselling, many retailers have imposed purchase limits, typically restricting customers to two packs per transaction.
Year-Round Demand Mitigates Seasonal Risks
Unlike many toy categories that peak during the holidays, trading cards enjoy consistent demand throughout the year. This steady sales pattern reduces seasonal risk for retailers.
Target has capitalized on this trend by expanding its trading card assortment, increasing product drops, and enhancing in-store visibility with bold displays. Rick Gomez confirms that the category’s momentum shows no signs of slowing.
Pokémon remains the dominant brand, with card sales surpassing $1 billion last year—the first toy brand in the U.S. to achieve this milestone. Sports cards, particularly NFL packs, are also gaining traction, especially among teenage boys.
“We see a broad customer base—from adult collectors buying for themselves to families purchasing for kids,” Gomez noted. “Trading cards are a versatile gift, especially for sports and Pokémon enthusiasts.”
Modern Collectors Favor Contemporary Cards Over Vintage
While vintage cards—generally pre-1970s—hold historic value, they have not resonated as strongly with younger collectors. High scarcity and elevated prices make vintage cards less accessible for Gen Z and Gen Alpha enthusiasts.
“Most younger customers aren’t interested in vintage cards unless they feature legendary players like Mickey Mantle or Hank Aaron,” said Matthew Winkelried, CEO of Bleecker Trading in New York. “The entry barrier is higher due to cost and rarity.”
Industry Revival Fueled by Nostalgia, Community, and Investment Appeal
The trading card industry, once near collapse in the 1990s due to overproduction, has rebounded strongly, especially since the pandemic. Growth drivers include nostalgia, social engagement through gaming communities, and investment potential.
Jason Howarth, Senior VP of Marketing and Athlete Relations at Panini America, emphasizes the community aspect, particularly among game players and sports fans, where trading fosters camaraderie.
“Game nights remain central to Pokémon and Magic: The Gathering ecosystems,” Howarth said. “Sports fans also share a strong connection around trading.”
From an investment standpoint, Pokémon cards are considered more stable than sports cards, which can be volatile due to factors like player performance and market sentiment.
“Pokémon cards behave like commodities; their supply is limited and they aren’t subject to the unpredictability of athletes,” Winkelried explained.
Expanding the Market: Diversity and New Sports
Looking beyond the holiday season, major retailers are investing in the long-term growth of the trading card segment by introducing exclusive sets, specialty drops, and targeting a wider demographic profile.
Target aims to broaden appeal across age and gender, with the WNBA emerging as one of the fastest-growing sports card categories, particularly among young female collectors.
The upcoming 2026 FIFA World Cup, hosted jointly by the U.S., Canada, and Mexico, is expected to further boost soccer card popularity. Key players like Lionel Messi and rising U.S. stars are poised to drive demand.
“Caitlin Clark, Paige Bueckers, and Angel Reese have significantly boosted WNBA card sales,” Howarth noted. “With the World Cup in 2026, soccer cards will dominate the U.S. market.”
FinOracleAI — Market View
The trading card market is undergoing a robust expansion, driven by a confluence of nostalgia, diverse demographics, and investment interest. Retailers like Target and Walmart are strategically leveraging exclusive releases and influencer engagement to sustain momentum. The category’s year-round demand profile offers retailers a valuable hedge against seasonal fluctuations common in toy sales.
- Opportunities: Expansion into female and younger demographics via WNBA and soccer cards; leveraging influencer marketing and exclusive drops to maintain consumer interest.
- Risks: Potential market saturation; reliance on self-purchases may limit holiday gifting growth; price volatility in sports cards could deter casual investors.
- Investment Outlook: Pokémon cards remain a stable store of value compared to sports cards, appealing to collectors and investors alike.
Impact: Positive — The trading card segment is poised for sustained growth, enhancing holiday sales and providing a resilient revenue stream for major retailers.
Trading Card Boom Revives Retail Momentum Ahead of Holidays
Despite rapid technological advances and increasing screen time, the traditional pastime of collecting trading cards is experiencing a remarkable resurgence. This year, trading cards featuring NFL players, Pokémon characters, and even pop culture icons like Taylor Swift have become one of the hottest toy categories in retail.
Major retailers such as Target and Walmart are ramping up inventory ahead of the 2025 holiday season, anticipating demand from a broader demographic that extends beyond children and traditional collectors.
“We see trading cards being a hot gifting category for all ages that we will fuel with newness and with exclusive drops,” said Rick Gomez, Target’s EVP and Chief Commercial Officer. “We’re launching new releases nearly every week during the holidays to drive demand. These cards make great gifts and stocking stuffers.”
Robust Sales Growth Across Strategic and Non-Strategic Cards
Market research firm Circana reports that strategic trading card sales—excluding sports cards—have surged 103% year-to-date through August 2025. Meanwhile, non-strategic cards, which include collectible pop culture and sports cards, have grown 48% in the same period.
Target’s trading card category has seen nearly 70% growth year-to-date, with expected annual revenues surpassing $1 billion. Walmart Marketplace has experienced even faster growth, reporting a 200% increase in trading card sales from February 2024 to June 2025. Pokémon card sales on Walmart’s platform have grown more than tenfold year-over-year.
Walmart has also launched a weekly influencer livestream series focused on sports collectibles, further engaging the growing community.
Since 2021, strategic card sales have increased by $891 million (139%) to $1.5 billion, while non-strategic cards and collectible stickers rose by $565 million (156%) to $925 million, according to Circana.
Millennials and Gen Z Propel Market Expansion
Juli Lennett, Vice President and Industry Advisor at Circana, highlights that millennials and Gen Z consumers have been pivotal to the trading card market’s growth. Many adults are purchasing cards as nostalgic, affordable luxuries, often for themselves rather than as gifts.
“Lots of adults are buying these because it brings them back to a time when they had no cares in the world,” Lennett said. “Some couldn’t afford cards as kids and now have the means to indulge.”
Additionally, some buyers view cards as alternative investments. Pokémon cards, for example, have yielded a cumulative return of 3,821% since 2004, according to Card Ladder analytics.
In response to increased demand and to limit online reselling, many retailers have imposed purchase limits, typically restricting customers to two packs per transaction.
Year-Round Demand Mitigates Seasonal Risks
Unlike many toy categories that peak during the holidays, trading cards enjoy consistent demand throughout the year. This steady sales pattern reduces seasonal risk for retailers.
Target has capitalized on this trend by expanding its trading card assortment, increasing product drops, and enhancing in-store visibility with bold displays. Rick Gomez confirms that the category’s momentum shows no signs of slowing.
Pokémon remains the dominant brand, with card sales surpassing $1 billion last year—the first toy brand in the U.S. to achieve this milestone. Sports cards, particularly NFL packs, are also gaining traction, especially among teenage boys.
“We see a broad customer base—from adult collectors buying for themselves to families purchasing for kids,” Gomez noted. “Trading cards are a versatile gift, especially for sports and Pokémon enthusiasts.”
Modern Collectors Favor Contemporary Cards Over Vintage
While vintage cards—generally pre-1970s—hold historic value, they have not resonated as strongly with younger collectors. High scarcity and elevated prices make vintage cards less accessible for Gen Z and Gen Alpha enthusiasts.
“Most younger customers aren’t interested in vintage cards unless they feature legendary players like Mickey Mantle or Hank Aaron,” said Matthew Winkelried, CEO of Bleecker Trading in New York. “The entry barrier is higher due to cost and rarity.”
Industry Revival Fueled by Nostalgia, Community, and Investment Appeal
The trading card industry, once near collapse in the 1990s due to overproduction, has rebounded strongly, especially since the pandemic. Growth drivers include nostalgia, social engagement through gaming communities, and investment potential.
Jason Howarth, Senior VP of Marketing and Athlete Relations at Panini America, emphasizes the community aspect, particularly among game players and sports fans, where trading fosters camaraderie.
“Game nights remain central to Pokémon and Magic: The Gathering ecosystems,” Howarth said. “Sports fans also share a strong connection around trading.”
From an investment standpoint, Pokémon cards are considered more stable than sports cards, which can be volatile due to factors like player performance and market sentiment.
“Pokémon cards behave like commodities; their supply is limited and they aren’t subject to the unpredictability of athletes,” Winkelried explained.
Expanding the Market: Diversity and New Sports
Looking beyond the holiday season, major retailers are investing in the long-term growth of the trading card segment by introducing exclusive sets, specialty drops, and targeting a wider demographic profile.
Target aims to broaden appeal across age and gender, with the WNBA emerging as one of the fastest-growing sports card categories, particularly among young female collectors.
The upcoming 2026 FIFA World Cup, hosted jointly by the U.S., Canada, and Mexico, is expected to further boost soccer card popularity. Key players like Lionel Messi and rising U.S. stars are poised to drive demand.
“Caitlin Clark, Paige Bueckers, and Angel Reese have significantly boosted WNBA card sales,” Howarth noted. “With the World Cup in 2026, soccer cards will dominate the U.S. market.”
FinOracleAI — Market View
The trading card market is undergoing a robust expansion, driven by a confluence of nostalgia, diverse demographics, and investment interest. Retailers like Target and Walmart are strategically leveraging exclusive releases and influencer engagement to sustain momentum. The category’s year-round demand profile offers retailers a valuable hedge against seasonal fluctuations common in toy sales.
- Opportunities: Expansion into female and younger demographics via WNBA and soccer cards; leveraging influencer marketing and exclusive drops to maintain consumer interest.
- Risks: Potential market saturation; reliance on self-purchases may limit holiday gifting growth; price volatility in sports cards could deter casual investors.
- Investment Outlook: Pokémon cards remain a stable store of value compared to sports cards, appealing to collectors and investors alike.
Impact: Positive — The trading card segment is poised for sustained growth, enhancing holiday sales and providing a resilient revenue stream for major retailers.
