Trading cards from the game “Magic” are found in a store where a “Magic” tournament is being held.
Frank Rumpenhorst | image alliance | fake images
As screen time increases and technology advances, a low-tech hobby is making a big comeback: collecting trading cards.
Cardstock depicting everything from NFL notables to Pokémon and even Taylor Swift is one of the most popular toy categories in stores this year. Large retailers are stocking up ahead of the holidays, anticipating that demand will spread beyond traditional toy buyers such as children and collectors.
“We consider trading cards to be a trendy gift category for all ages that we will promote with new releases and exclusive releases,” Rick Gomez, aim executive vice president and chief commercial officer, told CNBC. “We'll have new releases almost every week during the holidays, which will drive demand. And these will make great gifts and great holiday decorations.”
Sales of strategic trading cards, which exclude sports, are up 103% so far this year through August, while sales of non-strategic cards, which tend to be pop culture or sports trading cards, are up 48%, according to market research firm Circana.
Target's trading card sales have increased nearly 70% so far this year, and the category's annual revenue is expected to surpass $1 billion.
Sales on some online platforms are increasing even faster. Walmart Marketplace reported a 200% increase in trading card sales from February 2024 to June 2025, and Pokémon sales grew more than tenfold year-over-year during the same period, the company first told Axios. The retailer has even launched a new weekly influencer livestream series focused on sports collectibles.
Since 2021, strategic card sales have increased $891 million, or 139%, to a total of $1.5 billion, according to Circana. Sales of non-strategic cards and collectible stickers increased by $565 million, or 156%, to $925 million in the same period, Circana said.
Millennial and Gen Z customers have been crucial to growth, said Juli Lennett, vice president and industry advisor for Circana's U.S. toy practice.
“A lot of adults buy them because it reminds them of a time when they didn't have a care in the world,” Lennett said. “It's an affordable luxury in today's economy. Some couldn't afford cards when they were kids and now they have their own money and there's no one there to say 'no.'”
Some buyers also treat the cards as alternative investments. Through August, the value of Pokémon cards has generated a cumulative return of 3,821% since 2004, according to an index by analytics firm Card Ladder, the Wall Street Journal reported. To combat online resellers, many stores now limit purchases to two packages per customer.
While the trading card category has boomed this year, not everyone is convinced the segment will drive sales during the peak holiday shopping season. In the last six months, 19% of adults said they bought Pokémon cards for themselves, indicating that they may not buy them for others in the coming weeks, according to Circana.
“There has been steady growth in the category, but a large portion of buyers buy for themselves. There aren't as many gifts here as you see in other toys,” Lennett said.
Pokémon cards released in 1999
Yvonne Hemsey | Hulton Archive | fake images
A rush all year round
What trading cards may lack in Christmas style, they make up for in consistency.
The cards are distinguished from most toy categories in two key ways: They are often self-purchased and they are not “super seasonal,” Lennett said.
“Cards sell just as well in March or July as they do in December,” he said. “That makes them very attractive to retailers trying to offset seasonal risk.”
Target, which often sees a surge in holiday-tied merchandise, has tried to capitalize on the year-round card fervor.
“We expanded our assortment. We increased the number of deliveries we have. We placed the trading cards in a more prominent place in the store, we made bolder displays and the business has responded,” Gómez said. “We don't see the business slowing down and we see its popularity continuing to grow.”
Pokémon remains the best performer in the category, with card sales surpassing $1 billion last year; is the first toy brand to reach that milestone in the U.S., according to Circana. Sports cards are also becoming more popular, particularly among teenagers, with NFL packs leading the way.
“Many different people come to buy. There is the adult collector who buys for himself, but we also see many families who come with children requesting them and asking their parents for collectible cards,” Gómez said. “It's a great gift for parents and for kids, especially if you know they like sports or Pokémon.”
While contemporary releases are booming among ages eight to 28, vintage cards (generally pre-1970s) haven't connected as strongly with Gen Z and Generation Alpha collectors.
“Most of my clients are not looking for vintage,” Matthew Winkelried, CEO of New York-based Bleecker Trading, told CNBC. “Younger people don't want to explore '60s cards unless they see Mickey Mantle or Hank Aaron. Plus, the scarcity and price of vintage cards makes it a difficult entry point.”
Topps trading cards are set up for a photo in Richmond, Virginia.
Jay Pablo | Bloomberg | fake images
Change client
After a near collapse in the 1990s due to overproduction, the trading card industry has recovered. Growth has been particularly strong since the pandemic, driven by a combination of nostalgia, community and, for some, investment potential.
For many, cards offer a sense of belonging, whether it's trading cards or playing a game like Pokémon or Magic: The Gathering.
“There are still players, and that's a very close-knit community,” said Jason Howarth, senior vice president of marketing and athlete relations for Panini America, which supplies sports cards to retailers such as Target and Walmart. “Among sports fans, there's a huge sense of camaraderie around the trade. And with Pokémon as well, I've heard that game nights continue to play an important role in keeping that ecosystem alive.”
For those looking to the cards as a store of value, Pokémon cards often prove to be a stronger investment than their sports counterparts, said Bleecker Trading's Winkelried.
“Maybe a highly touted rookie joins the league and you buy his card early in the hopes that it will increase in value,” he said. “The value can change week to week. It's volatile like a stock.”
He added: “Pokémon is like a commodity. Pikachu can't tear an ACL or suffer a DUI. Supply is limited, so the market is more stable.”
Beyond the holidays, major retailers are focusing on building the long-term future of the category. Target is betting on exclusive sets, special limited releases and attracting a more diverse consumer base.
“We're looking to reach not only age breadth with trading cards, but also gender,” Gomez said.
That process is already underway. The WNBA is now one of the fastest growing sports card segments, especially among young girls.
And with the 2026 FIFA World Cup spanning the United States, Canada and Mexico, soccer is about to be next to take off.
“Caitlin Clark, Paige Bueckers and Angel Reese have done wonders for the WNBA trading card business,” Howarth said. “Once June hits, soccer will take over the American market. Fans already know global stars like Messi, but with the World Cup taking place here, at least four or five players will skyrocket in popularity and be recognized.”
