**Trading Cards Make a Big Comeback Amid Soaring Demand Across All Ages**
As digital entertainment continues to dominate our lives, a surprising low-tech trend is capturing the imagination—and wallets—of consumers across the country: trading cards. Once considered the domain of schoolchildren and die-hard collectors, trading cards have emerged as one of the hottest toy categories of 2024, making a substantial comeback in the age of screens and high-tech gadgets. From classic sports cards to Pokémon and even celebrity-themed sets, trading cards are now flying off shelves and becoming a sought-after gift for people of all ages.
**A Resurgence Driven by Nostalgia, Investment, and Accessibility**
This trading card renaissance is being propelled by a mix of nostalgia, the thrill of collecting, and even the promise of financial gain. Millennials and Gen Z, in particular, are fueling the boom. For many adults, collecting cards is a way to reconnect with a simpler time in life—a nostalgic throwback to childhood when worries were few and the excitement of pulling a rare card from a pack was unmatched. Juli Lennett, vice president and industry advisor for U.S. toys at market research firm Circana, notes that for some, collecting cards now is a way to fulfill childhood dreams: “Some couldn’t afford cards as kids and now they have their own money and no one’s there to say ‘no.’”
Moreover, in a challenging economic environment, trading cards offer an “affordable luxury.” Unlike big-ticket collectibles, cards can be purchased for just a few dollars per pack, making them an accessible treat for both casual fans and serious collectors. Their relatively low price point, coupled with the potential for rare finds, has made trading cards an attractive option for personal indulgence and gift-giving alike.
**Retailers Respond: Stocking Up and Innovating for the Holidays**
Major retailers are taking notice of this trend and adjusting their strategies to meet the surging demand. Target, for example, is ramping up its trading card offerings and expects annual revenue from the category to surpass $1 billion this year. Rick Gomez, Target’s executive vice president and chief commercial officer, told CNBC that the company is treating trading cards as a “hot gifting category for all ages,” with new releases and exclusive drops planned nearly every week during the holiday season. The aim is to keep the momentum going and attract a diverse range of customers, from children to adult collectors.
Walmart is also seeing explosive growth in trading card sales, with its Marketplace reporting a staggering 200% increase from February 2024 to June 2025. Sales of Pokémon cards alone have risen more than tenfold over the past year. To further engage customers, Walmart has launched a weekly influencer livestream series focused on sports collectibles, tapping into the community aspect of collecting and trading.
Online platforms are experiencing similar surges, with sales of both strategic cards (such as games like Pokémon and Magic: The Gathering) and non-strategic cards (including sports and pop culture themes) rising sharply. According to Circana, strategic trading card sales are up 103% year-to-date through August, while non-strategic card sales are up 48%. Since 2021, the total value of strategic card sales has grown by $891 million, a 139% increase, while non-strategic cards and collectible stickers have seen a 156% jump, totaling $925 million.
**Who’s Buying? The New Face of Trading Card Collecting**
The customer base for trading cards has broadened considerably. Millennials and Gen Z are at the forefront, often buying cards for themselves rather than as gifts. In fact, 19% of adults reported purchasing Pokémon cards for themselves in the past six months, according to Circana. While this self-purchasing trend means that trading cards might not see the same holiday sales spike as other toy categories, their popularity is remarkably consistent throughout the year. Unlike many toys that are highly seasonal, trading cards sell just as well in spring and summer as they do during the holiday season.
Retailers like Target have capitalized on this year-round demand by expanding their trading card assortments, increasing the frequency of new releases, and giving the category greater visibility in stores. “We don’t see the business slowing and we see it continuing to grow in popularity,” Gomez said.
**Pokémon and Sports Cards Lead the Pack**
Within the trading card market, Pokémon remains the undisputed leader. Last year, Pokémon card sales topped $