Target and Walmart are seeing a sharp rise in sports trading card sales ahead of the holiday season. Retailers say demand is similar to the boom seen during the pandemic, when collectors and resellers cleared shelves across the country.
This year’s surge is being driven by the NFL season, rookie cards, and limited-edition sets from brands like Fanatics and Panini. Trading cards are now treated by buyers as a mix of hobby, investment, and entertainment.
To handle the rush, both chains have added more card displays, online waits, and controlled release times. These steps are meant to prevent store fights and chaotic resale buying, which became common during the earlier boom.
The cards are also attracting a younger audience. TikTok streams, YouTube “box break” videos, and quick-flip profits have pulled teens and first-time buyers into the market.
Retail analysts say trading cards could become a top holiday gift category for 2025, especially for sports fans. However, they also warn that the trend is hype-driven and may cool once the NFL season ends or supplies increase.
For now, Target and Walmart expect strong fourth-quarter traffic as trading cards deliver both profit and footfall before Christmas.
