Title: "Trading Card Craze: Retailers Cash In as Collecting Fever Sweeps the Nation"

**Title:** Trading Cards Boom: How Target, Walmart, and Local Shops Are Riding a Collectibles Wave --- The trading card craze is back—and it’s reshaping retail in the US. Major retailers like Target (NYSE: TGT) and Walmart (NYSE: WMT), along with countless small shops, are cashing in on a new boom in trading card collecting, with both old favorites and newer niche cards finding eager buyers. --- ### A Surge Fueled by Nostalgia and Profit Collecting trading cards—whether sports cards, Pokémon, Magic: The Gathering, or other collectible games—used to be a childhood hobby. Now, adults are driving a resurgence, hunting for rare finds and valuable editions. Lockdowns, the rise of online communities, and the desire for both nostalgia and alternative investments during uncertain markets pushed the demand for cards to new heights. For retailers, this phenomenon represents more than a passing fad. Both Target and Walmart have expanded their trading card aisles, dedicating prime shelf space to boxed sets, collectors' tins, and high-value booster packs. In some stores, product is limited or kept behind counters due to sheer demand and to prevent in-store scuffles. --- ### Impact on Big-Box Retailers’ Bottom Line Publicly traded giants Target and Walmart are among those benefitting most from this trend. - **Target (NYSE: TGT)**: Target’s focus on collectibles has paid off. The retailer frequently features trading cards in its weekly circulars and online deals, driving foot traffic and web sales. While cards represent a small fraction of overall sales, they deliver high margins and bring collectors in—who then often buy additional items. - **Walmart (NYSE: WMT)**: Walmart’s broad reach makes it a go-to destination for collectors in rural and suburban America. Like Target, Walmart has had to institute purchasing limits on high-demand trading cards after witnessing frenzied in-store buying. Both companies have found that trading cards are also highly effective in driving recurring visits. Even customers who primarily shop online often check their local stores for card restocks. --- ### Small Shops Join the Boom While the spotlight often shines on Target and Walmart, smaller specialty shops are thriving as well. Many report record sales, with trading cards acting as anchor products that draw in a new generation of collectors. Store owners have started hosting in-person trading events and tournaments for even more engagement. In a fragmented, digital-first world, these shops have also benefited from the community aspect—hosting “box break” livestreams and building local collector communities. Though not publicly traded, their success underscores the wide-ranging impact of the collectibles comeback. --- ### What’s Next for Investors? For investors, the surge in trading card sales points to the ongoing value of nimble merchandising and the willingness of retailers to quickly capitalize on trends. While trading cards are unlikely to become a core revenue driver for big-box retailers, their role in boosting store traffic, margins, and brand loyalty is significant. Both Target and Walmart could see continued benefit as long as the collectibles craze endures—and if history is any guide, trading card booms can last for years. --- **Disclosure:** The writer does not own shares in any companies mentioned.