Pokémon Cards: The Main Character in a $1B Retail Boom

The trading card market isn't just a niche hobby-it's a full-blown retail trend, and Pokémon is its main character. This resurgence is a multi-generational phenomenon, driving sales across age groups and retail channels. The scale is massive: Target's trading card sales are up nearly 70% year-to-date, putting the retailer on track to surpass $1 billion in sales for the year. That kind of growth makes trading cards a billion-dollar business for mass retailers.

The demographic reach is equally impressive. For Gen Z, trading cards have become a top category, especially on resale platforms. On eBay, they were the most-purchased secondhand product category for Gen Z earlier this year, with surging sales across both men and women. This isn't just a passing fad for young adults; it's a revival of childhood nostalgia. As one seller notes, those who grew up with trading cards are now passing the interest on to their own kids. The trend is fueled by a mix of collecting, investing, and the thrill of opening new packs.

This demand is felt on the ground, too. Small specialty shops report strong growth, with sales up 35% in 2025. The excitement is so intense that new packs often sell out quickly on release days, turning inventory management into a full-time job for shop owners. The market's liquidity is undeniable, with Pokémon cards seeing triple-digit sales growth on platforms like StockX. This isn't a slow burn; it's a sustained boom that has now surged for 10 straight quarters on eBay. The trend is clear: trading cards are a major retail force, and Pokémon is leading the charge.

The Engine: Hype, Scarcity, and Digital Attention

The boom isn't just about nostalgia; it's a high-octane engine fueled by constant newness, record-breaking hype, and intense digital engagement. The next major spark is already on the calendar. Following the popularity of the "Downtown" series, the next big release day is April 1, when Topps becomes the officially licensed card seller for the NFL. This event is a guaranteed catalyst, with shops like The Sports Cave already preparing for the rush, as new packs often sell out immediately.

The financial scale of this hype is staggering. In August 2025, collectors spent a record $400 million on cards online in a single month. This isn't just about common packs; the ultra-rare end of the market is setting new benchmarks. The most talked-about sale was a $12.93 million transaction for a Michael Jordan-Kobe Bryant Logoman card, a headline that captures the fever pitch. This shift in spending is notable: while baseball dominated high-end sales in the past, basketball cards now lead the top 50 sales for 2025, showing where the new generation's passion lies.

Digital attention is the fuel that keeps this engine running. The most popular collectible card game on Twitch last week was Hearthstone, which dominated with 3.62 million viewer hours. This massive online audience creates a constant stream of visibility and social proof, turning card collecting into a shared, watchable spectacle. It's a feedback loop: the more people watch, the more the hobby feels relevant, attracting new collectors and driving demand for the very cards being showcased. The trend is clear-the market thrives on the next release, the next record sale, and the next viral stream.

The Retail Play: Capitalizing on the Headline

Major retailers are moving fast to capture this trend, but the playbook is shifting from simple volume to curated experience. Walmart's numbers show the scale of the opportunity: trading card sales on its marketplace soared 200% between February 2024 and June 2025, with Pokémon sales growing over 10X year-over-year in that same period. That kind of growth is the headline every retailer wants. Target is aiming for a similar blockbuster, with its trading card sales up nearly 70% year-to-date and on track to surpass $1 billion in annual revenue. The strategy is clear: partner with top sellers, offer exclusive drops, and use pre-orders to lock in demand.

Yet, the market's maturity is introducing a new constraint. Analysts caution that this boom may not see a major holiday spike because many purchases are for personal enjoyment rather than gifting. This is a key pivot. Retailers like Target are still betting on the gifting angle, planning new releases and exclusive sets for the season. But the data suggests a more discerning collector base is now in charge. The market has seen a correction from 2023-2024, with prices stabilizing and a return to more realistic valuations. This isn't a frenzy of new, untested buyers; it's a market where collectors are more focused on long-term value and specific sets.

The bottom line for retailers is that they must adapt. The easy money of pure volume is being replaced by the harder work of curation and community. Walmart's move to partner with well-known sellers and offer pre-orders shows this shift. The trend's sustainability depends on whether retailers can turn this passionate, personal hobby into a repeatable, high-margin retail experience. The headline is strong, but the playbook is evolving.

Catalysts and Risks: What to Watch

The trend is strong, but the market's next moves hinge on a few key catalysts and risks. The immediate focus is on the next wave of hype. The next major release day is April 1, when Topps becomes the officially licensed card seller for the NFL. This event is a guaranteed catalyst, with shops already preparing for the rush. The real test will be the sales data that follows. Did the "Downtown" series lead to a lasting surge, or was it a one-off spike? Sustained growth requires that each new release, from NFL to the upcoming "Greatest of All Time" series, can drive comparable excitement and sell-through.

Beyond the headline releases, the market's health depends on whether the current surge in online sales and high-value transactions can continue. The August record of $400 million spent on cards online is a benchmark. More importantly, the shift in spending is telling: basketball cards now lead the top 50 sales for 2025, a clear generational pivot. The key metric here is the breadth of the boom. With 29 of Card Ladder's 35 total indices up in value in 2025, the market is broadening beyond just the ultra-rare "grail" cards. Watch if this expansion into more accessible categories-like the Pokémon and Topps growth on StockX-can keep the momentum going once the next blockbuster release fades.

The biggest risk is headline volatility. The market has never been linear, as eBay's CEO noted. After a correction from 2023-2024, prices have stabilized, but the fever pitch around sales like the $12.93 million Michael Jordan-Kobe Bryant card can create a bubble-like sentiment. Any shift in consumer spending, a slowdown in digital attention, or a major market correction could quickly derail the trend. For now, the setup is one of high excitement and intense retail focus. The main character is still in the spotlight, but the script is being written one release-and one high-value sale-at a time.