Target and Walmart Thrive Amid Collectible Card Sales Surge

Author: Addison Perry Updated: 10-19-2025 01:27 PM

The Rise of Collectible Cards at Target and Walmart

Retail giants Target Corporation (NYSE: TGT) and Walmart Inc. (NYSE: WMT) are experiencing a remarkable surge in collectible trading card sales, fueled by the growing popularity of Pokémon and sports cards. Target projects more than $1 billion in annual revenue from this category, showcasing the massive demand.

Impressive Sales Growth and Market Adaptation

Recent reports indicate a sharp increase in trading card sales, particularly those featuring Pokémon and various athletes. In 2025, Target's trading card revenue rose by approximately 70%, while Walmart saw a staggering 200% increase in online card sales over a four-month period.

Engaging Young Consumers with Nostalgia

Market research highlights that millennials and Gen Z are leading the charge in this collectible trend. Shoppers are drawn to these cards, driven by nostalgia and the excitement of potential investments. According to Juli Lennett, an analyst at Circana, many adults are purchasing cards as an enjoyable connection to their childhood.

Transformative Online Strategies

Target has introduced a weekly live-stream series dedicated to showcasing sports collectibles, a move aimed at enhancing online engagement and drawing in new customers. This innovative approach capitalizes on the current trend surrounding trading cards, catering to collectors across demographics.

Year-Round Appeal, Not Just Seasonal

While the holiday season often boosts sales, trading cards have proven to be a consistently popular item throughout the year. Pokémon cards have dominated sales, surpassing $1 billion in the U.S. last year alone, with the trend showing little sign of slowing down.

Future Predictions for the Collectibles Market

With the significant growth observed, analysts project that the collectible cards market will continue to thrive. Both Target and Walmart are adjusting their strategies to cater to the needs and preferences of collectors, ensuring a robust marketplace for trading cards.

Investment Opportunities in Trading Cards

Some investors see collectible cards as alternative assets, with firms like Card Ladder reporting that the value of Pokémon cards has appreciated dramatically since 2004. Retailers are implementing measures to limit bulk buying, enabling fair access for all collectors.

Frequently Asked Questions

What driving factors contribute to the rise in trading card sales?

The surge is largely attributed to nostalgia among adult collectors and investment potential, attracting both Millennials and Gen Z consumers.

How are retailers adapting to the growing demand?

Retailers like Target and Walmart are enhancing online engagement with live-stream events and dedicated sections for collectibles.

What types of collectible cards are most popular?

Pokémon and sports cards currently dominate sales, highlighting a diverse range of interests among collectors.

Are trading cards considered investment opportunities?

Yes, many collectors view trading cards as valuable assets, with increasing demand leading to rising prices.

How do retailers ensure product availability?

To prevent reselling, retailers have imposed limits on in-store purchases, allowing fair access for all customers.

About The Author

Hello, I'm 30-year-old financial writer and expert Addison Perry, and I love to simplify the intricacies of the financial industry. I've committed myself over the years to deciphering the subtleties of investing techniques and economic trends and converting them into doable guidance that anybody can use. My goal with writings and books is to make money interesting and approachable so that readers may take charge of their financial futures.

My enthusiasm to empowerment and education has propelled me through my career in finance. I write because I think that everyone should be able to make educated financial decisions, and I try to provide that. Regardless of experience level with investing, my work is intended to provide insightful analysis and practical advice to enable you to thrive in the always changing financial environment. I appreciate you traveling with me toward success and financial literacy.

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