Target and Walmart trading cards growth like NFL for holiday season

The Revival of Trading Cards: A Low-Tech Hobby in a High-Tech World

In an era dominated by digital entertainment, a nostalgic pastime has experienced a remarkable resurgence: collecting trading cards. These cards, featuring a wide range of subjects from sports stars to Pokémon and even music icons like Taylor Swift, have become one of the hottest toy categories. Big-box retailers are stocking up, anticipating that the demand will extend beyond traditional buyers like children and collectors, appealing to a broader audience including adults.

The trading card market has seen significant growth, with strategic card sales (excluding sports) up 103% year-to-date through August, and non-strategic card sales (including collectible pop culture or sports cards) up 48%, according to market research firm Circana. This trend is further underscored by Target’s trading card sales, which are up nearly 70% year-to-date, with annual revenue from the category expected to top $1 billion. Online platforms have also seen substantial increases, with Walmart Marketplace reporting a 200% jump in trading card sales from February 2024 to June 2025.

Drivers of Growth and Changing Consumer Behaviors

The growth in trading card sales can be attributed to several factors, including nostalgia, the sense of community it provides, and for some, its potential as an alternative investment. Millennials and Gen Z have been crucial for this growth, as they seek affordable luxuries that remind them of their childhood or offer a new hobby. Juli Lennett, vice president and industry advisor for Circana’s U.S. toys practice, notes that many adults are buying these cards because they bring back memories of a carefree time, and now, with their own income, they can indulge in this hobby without restraint.

Some buyers view trading cards as a form of investment, similar to stocks or commodities. The value of certain cards, like Pokémon cards, has seen significant increases over the years, with cumulative returns of 3,821% since 2004, according to an index by analytics firm Card Ladder. This has led to a thriving market, with buyers seeking rare and limited-edition cards, and retailers implementing purchase limits to combat online resellers.

The Year-Round Appeal of Trading Cards

Unlike many toy categories that experience peaks and troughs in sales tied to holidays and seasons, trading cards maintain a consistent level of demand throughout the year. This makes them very attractive to retailers looking to balance out seasonal fluctuations in sales. Target, for instance, has expanded its trading card assortment, increased the frequency of new releases, and given the category more prominent display space in its stores, which has positively impacted sales.

Pokémon remains a top performer in the trading card category, with sales exceeding $1 billion last year, a milestone for any toy brand in the U.S. Sports cards, particularly NFL packs, are also gaining popularity, especially among teen boys. The appeal of trading cards spans a wide age range and is not limited to any single demographic, making it a versatile gift option for families and friends.

Evolution of the Trading Card Industry and Its Customer Base

The trading card industry has undergone significant changes since its near-collapse in the 1990s due to overproduction. The pandemic accelerated its rebound, driven by nostalgia, community building, and investment potential. Today, the industry caters to a diverse customer base, including game players, collectors, and investors. The sense of community and camaraderie, whether through exchanging cards or participating in game nights, plays a significant role in the industry’s growth.

For investors, Pokémon cards are often seen as a more stable option compared to sports cards, given the consistent demand and limited supply. However, sports cards also offer potential, especially with the rise of new stars and events like the FIFA World Cup, which can significantly boost a player’s popularity and the value of their cards. The industry is evolving to include more diverse subjects, such as the WNBA, which has seen significant growth in trading card sales, particularly among young girls.