The 1987 Kmart baseball card set was one of the more unique issues of the late 1980s. At the time, Kmart was one of the largest retailers in the United States and wanted to get into the booming baseball card industry. They took a decidedly different approach than the traditional card manufacturers like Topps and Donruss.
Instead of the standard design of teammates on one card that fans had become accustomed to, Kmart opted to feature individual players on their own cards. This allowed for more photos and stats per card at the expense of the dual format. But it also freed up valuable real estate for promotions and advertisements. Each 1987 Kmart card prominently displayed the Kmart logo at the bottom alongside messages like “Visit Kmart for all your baseball card needs.”
Part of Kmart’s strategy in branching out into cards was to leverage their massive retail presence. The cards were exclusively sold through Kmart stores, not available through traditional hobby shops and convenience outlets. This was a new distribution model for the baseball card market. Kmart hoped fans would visit their stores to collect the set just as they did for other branded items.
Some collectors found the self-promotional nature of the 1987 Kmart cards distracting. Having the company logo and messages took attention away from the players and photography that was the typical focus. The cards also lacked uniform aesthetics compared to competitors as each player’s image was displayed differently. But these design aspects were secondary to Kmart in promoting their brand identity.
Despite initial reservations in the collecting community, Kmart was able to produce an ambitious 440-card base set in 1987. This was larger than what Topps or Donruss offered that year. Beyond base rookies and regulars, Kmart inserts included traded players, second year pros, stars of the 60s/70s, league leaders, and Goudey reprints. One of the set’s most popular short prints was an Orel Hershiser rookie from his record 59 consecutive scoreless innings season in 1988.
The surplus of cards allowed Kmart to fill pro-sets in ways other manufacturers could not. But production values were generally lower and centered more around novelties than serious offerings for the growing subset of vintage collectors. The thin cardboard stock also made the 1987 Kmart cards prone to damage over time compared to the more durable cards from Topps and Donruss.
However, Kmart was still able to attract collectors just starting out or simply seeking variety in their collections. Their expansive sets at affordable prices brought enjoyment to many casual fans. And for knowledgeable collectors, the challenges of finding uncommon Kmart parallels and variations produced excitement in the hunt. Their self-printing model also eliminated concerns over counterfeits that plagued other issues.
Despite the large size of the 1987 Kmart baseball card set, finding complete sets today is difficult. This is partly because they were only sold in Kmart stores instead of traditional hobby shops. Collectors were also leery of their lesser build quality. But many players featured are important pieces of history, like Rookie Cards for Barry Larkin, Mark McGwire, and others. A select group of key cards from the 440-card issue have found strong interest and value in recent years.
While Kmart hoped their baseball cards would further synergize with their retail sales, the project ended up losing money compared to projected returns. The novelty wore off quickly among dedicated collectors now accustomed to Topps and Donruss standards. After only two years of baseball card sets in 1987-1988, Kmart discontinued their foray due to lackluster performance. Their unorthodox strategy to grow the market proved some retailers could compete if willing to think outside the box.
For a short time, Kmart shook up the status quo of the 1980s baseball card industry. Although their cards never achieved the same stature of the sport’s leading brands, they offered affordable options to growing legions of fans. Whether viewed as novel oddities or just part of the annual card cycle, the 1987 Kmart issue documented a unique moment when a major corporation took a swing in a space they didn’t fully understand. While their cards are relatively obscure today, they remain a footnote in the history of both Kmart and the colorful early years of licensed baseball memorabilia.
