Average Joe’s Baseball Cards: A Brief History of America’s Favorite Pastime
For over 50 years, Average Joe’s Baseball Cards has been a staple in communities across America. What started as a small hobby shop in a small Midwest town has grown into a nationwide franchise beloved by baseball fans of all ages. Through countless childhood memories, trades on the playground, and connections formed over our national pastime, Average Joe’s helped foster passion for America’s favorite game.
The story began in 1962 when high schooler Joe Smith decided to parlay his love of the game into a business. With $500 saved from his after school job, Joe rented a small storefront in his hometown of Springfield, Illinois. He stocked the shelves with boxes of the newest baseball cards, racks of vintage finds, and rows of bubble gum to entice young collectors. Word spread quickly among the local ballplayers and they soon had a regular crowd of kids trading and talking baseball.
In those early years, the baseball card industry was still in its infancy. Topps held a near monopoly producing the only widely distributed cards each year. Joe saw potential for expansion and began acquiring inventory from smaller regional brands like Fleer and Leaf. This introduced collectors to new artists and parallel sets beyond Topps’ standard rookie cards and stars. It was also through these niche brands that Joe built relationships with independent card show promoters and vendors starting to pop up across the Midwest.
By the late 1960s, America’s pastime was more popular than ever with the emergence of superstars like Mickey Mantle, Willie Mays and Hank Aaron. Television was bringing baseball into living rooms nationwide and fueling new interest. Average Joe’s was perfectly positioned to capitalize, growing from its original 1,000 square foot shop into a 2,500 square foot “superstore” packed with the latest wax boxes, binders, and memorabilia. Joe expanded his inventory to include non-sports cards as well, like those featuring movies, TV shows and music groups popular with older collectors.
The 1970s saw unprecedented growth for the entire trading card industry as mass production made the hobby accessible to more kids. Topps’ annual baseball issues ballooned from around 500 different cards to over 700 by the decade’s end. Meanwhile, Joe was developing Average Joe’s into a bonafide regional chain. By 1980, there were 10 locations across Illinois, Missouri and Iowa, each stocking over 100,000 individual cards and catering to the unique collecting tastes of their local communities.
During this time, Joe also recognized the growing collector market and began offering supplies like plastic sheets, magnetic holders and premium storage boxes. He pioneered innovative services like consignment sales and a rudimentary grading scale displayed in each store to help collectors appraise their vintage finds. These additions transformed Average Joe’s from just a retailer into a true community hub, hosting card shows, autograph signings and youth baseball leagues.
The 1980s marked Average Joe’s golden age of expansion. Aided by the first modern sports card boom fueled by the arrival of stars like Wayne Gretzky, Joe Smith franchised his successful store model across the Midwest and beyond. By 1990, there were over 200 Average Joe’s locations in 30 states, making it the largest chain in the industry. With increased scale came new initiatives like a mail order business, team sets program, and the introduction of Average Joe’s exclusive inserts highlighting the chain’s history.
This period also saw Joe diversify into related merchandise like licensed apparel, equipment, and a line of Average Joe’s trading cards featuring store mascots and franchise milestones. The company’s marketing department became renowned for creative promotions that engaged customers like oddball parallel issues, in-store contests and a popular “Card of the Week” feature spotlighting key rookie cards and deals. Throughout, Average Joe’s stores remained dedicated third places that brought people together through their shared fandom.
The sports card market contracted in the 1990s amid concerns over speculation and investment. However, Average Joe’s adapted by focusing on the core hobbyist. Stores underwent renovations to emphasize a cleaner presentation and expanded their inventory of supplies, memorabilia, and related collectibles. When the baseball card boom returned in the late 90s fueled by stars like Ken Griffey Jr, Average Joe’s was ready to serve renewed interest. By the 2000s, the chain had grown to over 300 stores across 40 states and Canada, having successfully navigated industry ups and downs for half a century.
Today, Average Joe’s remains a beloved institution, passing from one generation of collectors to the next. While the sports card market has evolved tremendously, the stores still fulfill their original mission – bringing people together through their shared love of America’s pastime. From its humble beginnings in a small Midwest town, Average Joe’s journey exemplifies the spirit of local businesses and communities that have been the backbone of this country for generations. Through the memories they helped create, Average Joe’s Baseball Cards secured its place in baseball card history and the hearts of fans everywhere.
