Baseball cards have long been a popular collectible item sold at big box retailers across the United States. In 2022 Target made the announcement that they would no longer be selling any sports or non-sports trading cards in their stores starting in October of that year. This decision caught many collectors and customers off guard as Target was one of the few major retailers that still carried trading cards.
There were a few key factors that ultimately led to Target’s decision to stop selling cards. First, the trading card market experienced a massive surge in popularity and prices starting in 2020 during the COVID-19 pandemic. With more people staying at home, trading cards became a popular nostalgic hobby and investment. This led to shortages across many popular sets as demand far outpaced supply. Scalpers and resellers took advantage by buying up entire stock allocations at stores and flipping cards online for inflated prices.
This surge in speculative buying and reselling created logistical and safety issues for Target. Their stores were not set up or staffed to handle the crowds of eager collectors that would line up each time a stock shipment of new cards came in. There were reports of fights and other unsafe situations breaking out as collectors rushed shelves trying to find the coveted cards before they sold out. The short supply also meant angry customers complaining when Target shelves were consistently empty of the products they were looking to buy.
From a business perspective, allowing resellers to buy huge volumes of cards only to flip them later also cut into Target’s potential profits. They were essentially subsidizing the secondary market instead of moving product to end consumers. There was no way for Target employees to adequately monitor buyer behaviors and prevent wholesale purchases for resale either given the crowds. The whole trading card situation was becoming a headache both logistically and from a public safety point of view.
For parents and everyday Target shoppers, the frenzied card-buying crowds meant card sections were often disrupted with people crowded around displays. Items were frequently disheveled and in disarray from all the digging through boxes. Comments on social media from frustrated customers show many felt the card sections had gotten out of control with non-collectors. This likely negatively impacted the overall shopping experience in those areas for normal shoppers just looking to quickly pickup a few essential items.
Legally, the situation also posed liability risks. Any altercations or injuries that occurred due to unruly crowds could potentially result in lawsuits against Target. They have a duty to maintain a safe shopping environment and the trading card areas were becoming increasingly volatile. The costs and manpower needed to properly police and organize those sections was also substantial for the minimal profits generated by actual card sales margins.
Given all the issues that arose from the trading card frenzy, it made the most financial and operational sense for Target to stop carrying the products altogether. They cited in their formal announcement wanting to shift shelf space and focus to other products more aligned with their key merchandise categories and business goals. The retailer also noted safety concerns as a factor in pulling trading cards from their inventory.
For collectors, Target’s exit from the card market was a disappointment. It highlighted how unsustainable the speculative frenzy around modern issues had become, even pushing out a major retailer. Secondary sellers still have massive influence in dictating this contemporary market. Fortunately for collectors, hobby shops and online retailers ensure trading cards remain accessible. But the end of an era at Target signifies collectibles transitioning from mainstream pastimes to niche special interest areas. Only time will tell if another retailer steps in to fill the void or trading card demand continues spiraling further away from general stores.
In the months since Target’s October 2021 announcement, the trading card frenzy has slowed somewhat but secondary prices remain highly inflated compared to pre-pandemic levels. Many of the logistical problems persist at smaller stores still stocking cards as well. Target’s decision highlighted an unsustainable market situation that saw profits going more to resellers while creating customer service issues. For now, the corporate giant has exited the trading card business to refocus on its core merchandising strategy. Whether another major company fills that role remains uncertain given today’s speculative collectibles climate.
