Benzinga·2025-10-19 17:01Core Insights - Target Corporation and Walmart Inc. are experiencing significant growth in collectible trading cards, with Target projecting over $1 billion in annual sales from this category [1] - The surge in trading card sales, particularly Pokémon cards, is expected to help these retailers maintain a competitive edge during the holiday season [1][2] Sales Performance - Target's trading card revenue has increased by approximately 70% this year [2] - Walmart Marketplace has reported a 200% rise in online trading card sales from February 2024 to June 2025 [2] Market Trends - Pokémon cards have seen year-over-year sales growth of more than tenfold, making them the top draw in the trading card market [3] - Total card sales, including pop culture and sports collectibles, have risen over 100% in several subcategories, driven largely by Millennials and Gen Z [4] Consumer Behavior - Adults are purchasing trading cards for nostalgia and as an "affordable luxury" during economic uncertainty [5] - Some collectors view trading cards as alternative investments, with Pokémon card values increasing by 3,821% since 2004 [5] Year-Round Demand - Trading cards are selling consistently throughout the year, not just during the holiday season [6] - Pokémon remains the leading brand, surpassing $1 billion in U.S. sales last year, with sports cards, particularly NFL sets, also gaining popularity [6]