Major retail chains, including Target Corporation and Walmart Inc., are currently experiencing a substantial increase in the sales of collectible trading cards. Target anticipates its annual revenue from this product category to surpass $1 billion. This remarkable growth is poised to provide these retailers with a significant advantage in the highly competitive holiday shopping period, as reported by CNBC.
The market for trading cards, encompassing popular franchises like Pokémon, as well as various sports and celebrity-themed cards, has seen a sharp uptick throughout 2025, solidifying its position as one of the most sought-after toy categories. Target has observed a remarkable 70% increase in trading card sales this year. Concurrently, Walmart Marketplace reported an astounding 200% surge in online card sales between February 2024 and June 2025. Pokémon cards, in particular, continue to dominate the market, with their year-over-year sales skyrocketing by more than tenfold.
The heightened demand for these cards is largely driven by millennials and Gen Z consumers, who are attracted by a blend of nostalgic sentiment and the potential for investment returns. Market research firm Circana highlights that total card sales, spanning both pop culture and sports collectibles, have more than doubled across several subcategories. To ensure broader availability and mitigate bulk reselling, retailers have implemented limits on in-store purchases. Experts indicate that this robust sales trend is not confined to seasonal peaks but rather sustains consistently throughout the year, with Pokémon remaining a top brand, having exceeded $1 billion in U.S. sales last year, and sports cards, especially NFL sets, also gaining considerable traction among collectors.
The resurgence of trading cards as both a nostalgic pastime and a viable investment avenue reflects a broader consumer trend towards tangible assets and emotional connections. This phenomenon underscores the enduring appeal of collectibles and their capacity to adapt to changing economic landscapes, offering both enjoyment and potential financial value to a diverse demographic of enthusiasts and investors alike.