Collecting trading cards is making a major comeback, even as we live in a tech-heavy world. Items like sports cards, Pokémon cards, and even cards featuring stars like Taylor Swift are flying off the shelves this year. Retailers are getting ready for the holidays, expecting that trading cards will be popular gifts not just for kids but for everyone.
Rick Gomez from Target shared, “Trading cards are a hot gift idea for all ages. We’re launching new collections almost every week during the holidays.” The market for cards is definitely growing. Trading card sales—excluding sports—rose by an impressive 103% this year through August. Even sales of non-strategic cards, typically collectible pop culture or sports cards, soared by 48% according to Circana, a market research firm.
Online platforms are seeing even bigger increases. For instance, Walmart Marketplace reported a whopping 200% growth in trading card sales from February to June 2025. Pokémon sales jumped over ten times within the same period. To keep up with this trend, Walmart even started a weekly livestream focused on sports collectibles.
Since 2021, strategic card sales have increased by $891 million, totaling around $1.5 billion. Similarly, non-strategic cards gained $565 million in sales, now reaching about $925 million. Research from Circana suggests that many millennials and Gen Z customers drive this growth. Juli Lennett, a vice president at Circana, noted that adults are indulging in this hobby, partly because it brings back carefree childhood memories. With the current economy, trading cards are seen as a “fun affordable luxury.”
Interestingly, trading cards are also viewed as investments. Since 2004, Pokémon cards have shown a massive return of over 3,800%, emphasizing their financial potential. However, due to resale challenges, many stores now limit purchases to help regular buyers.
Despite the buzz, not everyone believes trading cards will dominate holiday sales. Circana found that 19% of adults bought Pokémon cards for themselves in the past six months. This suggests that many buyers aren’t primarily gifting cards.
Trading cards do offer consistent sales throughout the year. They don’t rely heavily on specific seasons, making them appealing to retailers. Target has expanded its card selection and created attractive displays, hoping to encourage more sales.
Pokémon remains a standout performer, with its sales topping $1 billion last year. Sports cards, especially NFL packs, are gaining popularity as well. Target has noticed a diverse mix of customers buying cards—both adults looking for themselves and families eager to please their kids.
While many collectors focus on modern cards, vintage items haven’t caught the attention of younger generations like Gen Z. Matthew Winkelried from Bleecker Trading pointed out that most of his younger customers prefer newer options over old cards, which can be more expensive.
The trading card industry has rebounded significantly since the 1990s, marked by a mix of nostalgia and community spirit. Jason Howarth from Panini America said, “Trading cards create a sense of belonging, especially among fans who love exchanging cards.”
For those eyeing cards as long-term investments, Pokémon often proves a safer bet. In contrast, sports card values can fluctuate wildly. Winkelried explained, “Playing the market with sports cards can be just as volatile as stocks, whereas Pokémon cards usually offer more stability.”
As we look ahead, retailers are focused on cultivating a long-term market for trading cards. Target aims to introduce exclusive sets that attract a wider demographic, including efforts to engage more women in the trading card scene. The WNBA, for instance, is rapidly growing, especially among young girls.
With major sporting events like the upcoming 2026 FIFA World Cup, soccer trading cards are expected to gain traction. Howarth predicts that stars from this event will become very popular, capturing the attention of countless fans.
Trading cards are no longer just a childhood pastime; they’re a bridge between investment, nostalgia, and community. The excitement around them shows that traditional hobbies can thrive even amid technological advances.
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