Baseball cards have been an integral part of American culture since the late 19th century. While the hobby grew to nationwide popularity, certain regions and communities developed especially strong connections with card collecting over the decades. The town of Gilbert, Arizona is one such example – baseball cards have held a special significance for generations of residents in this Phoenix suburb.
Gilbert’s love affair with baseball cards began in the 1950s as the town was transitioning from a small farming community to a bustling bedroom community of Phoenix. Local dime stores and drug stores like Gilbert Drugs on Gilbert Road were early hubs where kids would gather to trade and admire their newest cardboard acquisitions. The rise of Little League baseball in the postwar era also fueled interest in collecting players’ photos and stats. By the late 1950s, it wasn’t unusual to see groups of boys poring over their stacks of cards, debating which players were the best.
As the 1960s rolled around, card shops started popping up to meet growing demand. Al’s Sportscards was an especially popular haunt, located in a small strip mall on Greenfield Road. Al’s walls were lined with boxes organized by year, team and player to aid customers in finding whatever cards they sought. Beyond buying and selling, Al’s also hosted weekend tournaments where kids could test their baseball IQ in trivia contests for prizes like packs of the latest cards. Throughout the 1960s, places like Al’s helped establish card collecting as a mainstream hobby for Gilbert youth.
The 1970s marked baseball cards’ golden age of popularity nationwide, and Gilbert fully embraced the frenzy. Major card companies like Topps, Fleer and Donruss released new sets each year that were snapped up locally. Besides Al’s, new shops opened their doors too, such as Champs Sports Collectibles on Gilbert Road. Meanwhile, the Gilbert Little League program thrived, with local card sponsors even providing prizes to top performers. Names like Nolan Ryan, Reggie Jackson and Rod Carew became household names in Gilbert long before they achieved stardom.
In the 1980s, Gilbert’s card scene continued to evolve with the hobby. The rise of speculating on rookie cards added an element of potential financial gain. Local card shows also started drawing collectors from around the Valley. Some of the biggest were held annually at the Gilbert Civic Center, filling the arena with tables of cards and memorabilia for sale. Iconic rookie cards of Mark McGwire, Barry Bonds and Ken Griffey Jr. were especially coveted. Meanwhile, the video game industry got in on the baseball card craze with popular titles like RBI Baseball that simulated the collecting experience.
The 1990s saw Gilbert’s card shops face new challenges from the internet and big box retailers. Still, dedicated local businesses like Champs soldiered on. They expanded their stock beyond just cards to cater to collectors of all ages. Meanwhile, the town’s annual card show grew into a major tradition. In the late 90s, one of the most famous cards ever printed – the rare Ken Griffey Jr. Upper Deck rookie card – was uncovered in a box bought at a Gilbert card shop. The fortunate finder sold it for a then-record price of over $100,000.
In the 2000s and beyond, the way people collect has changed, but baseball cards remain a treasured part of Gilbert’s heritage. While online sales dominate, a few local shops still serve hardcore collectors. The civic center card show also continues strong. For generations of Gilbert residents, flipping through cards brings back memories of childhood discovery, competition with friends and appreciation of America’s pastime. Wherever the hobby goes, Gilbert will likely always have a special place in its history. After decades of support, this Phoenix suburb truly earned its title as the “Baseball Card Capital of Arizona.”
