CNBC·2025-10-18 12:00Core Insights - The trading card market is experiencing significant growth, driven by increased consumer interest across various demographics, including adults and younger generations [2][5][10] Market Trends - Trading cards, including those from NFL, Pokémon, and pop culture, are among the hottest toy categories this year, with retailers preparing for high demand during the holiday season [2][3] - Strategic trading card sales have surged by 103% year-to-date through August, while non-strategic card sales have increased by 48% [3][5] Retail Performance - Target's trading card sales have risen nearly 70% year-to-date, with annual revenue expected to exceed $1 billion [4][10] - Walmart Marketplace reported a 200% increase in trading card sales from February 2024 to June 2025, with Pokémon sales growing over tenfold year-over-year [4] Consumer Behavior - Millennials and Gen Z are key drivers of growth in the trading card market, with many adults purchasing cards as a nostalgic luxury [5][6] - Approximately 19% of adults have bought Pokémon cards for themselves in the past six months, indicating a trend of self-purchase rather than gifting [7] Investment Potential - Trading cards are increasingly viewed as alternative investments, with Pokémon cards delivering a cumulative return of 3,821% since 2004 [6] - The trading card market is characterized by consistent sales throughout the year, making it less seasonal compared to other toy categories [9] Future Outlook - Major retailers are focusing on long-term growth strategies, including exclusive sets and targeting a more diverse consumer base [16] - The upcoming 2026 FIFA World Cup is expected to boost soccer trading card sales, with increased interest in global stars [17]