Trading Card Boom Drives Major Retail Growth Ahead of Holidays

Sales of collectible trading cards, from Pokémon to professional sports sets, are surging across major U.S. retailers, with Target reporting a 70% increase so far this year and projecting more than $1 billion in annual revenue from the category. Walmart is also seeing triple-digit online growth, as both chains expand exclusive offerings and displays to capture shoppers’ interest before the holiday season.

As digital entertainment dominates leisure time, traditional card collecting has staged a powerful comeback. The nostalgic hobby now encompasses a diverse mix of consumers, ranging from children and families to millennial and Gen Z buyers drawn by both sentiment and investment potential. Retailers are betting on this momentum with expanded product lines, special releases, and marketing campaigns designed to keep customers engaged throughout the year.

Rick Gomez, executive vice president and chief commercial officer at Target, told CNBC, “We see trading cards being a hot gifting category for all ages that we will fuel with newness and with exclusive drops. We’re going to have new releases nearly every week during the holidays that’s going to drive demand. And these make for great gifts and great stocking stuffers.”

Pokémon trading cards | Source: Pexels

Market research firm Circana reports that strategic trading card sales, excluding sports, rose 103% through August, while non-strategic cards, including sports and pop culture themes, climbed 48%. Since 2021, strategic card sales have grown by $891 million, or 139%, to total $1.5 billion, while collectible cards and stickers have added $565 million, up 156%, reaching $925 million.

Walmart Marketplace data show a 200% increase in trading card sales between February 2024 and June 2025, with Pokémon sales rising more than tenfold year over year. The company recently launched a weekly livestream series featuring influencers discussing sports collectibles.

Millennial and Gen Z consumers have been key drivers of the trend. “Lots of adults are buying these because it brings them back to a time when they had no cares in the world,” said Juli Lennett, vice president and industry advisor for Circana’s U.S. toys practice. “It’s an affordable luxury with the economy right now. Some couldn’t afford cards as kids and now they have their own money and no one’s there to say ‘no’.”

Analysts note that despite robust growth, trading cards may not deliver a major holiday sales boost, as many purchases are for personal enjoyment. Circana found that 19% of adults bought Pokémon cards for themselves in the past six months, suggesting lower gifting potential. “There has been steady growth in the category, but a large chunk of buyers are purchasing for themselves,” Lennett said.

Pokémon trading cards | Source: Pexels

Still, steady year-round sales have made cards an attractive category for retailers. “Cards sell just as well in March or July as they do in December,” Lennett added. “That makes them very attractive to retailers trying to offset seasonal risk.”

Target has adjusted its merchandising strategy to meet that demand. “We expanded our assortment. We increased the number of drops that we have. We put trading cards in a more prominent place in store, did bolder displays and the business has responded,” Gomez said.

Retailers are already looking beyond 2025, emphasizing gender diversity and expanding into new sports. The WNBA has emerged as a fast-growing segment, and soccer card sales are expected to rise sharply as the 2026 FIFA World Cup approaches. “Once it hits June, the U.S. marketplace is going to be taken over by soccer,” Howarth said.