Baseball cards have been a beloved hobby for collectors for over a century. While the hobby has evolved significantly over the years, the nostalgia and thrill of collecting remains the same for enthusiasts across the country. In the small town of Oakland, New Jersey, baseball cards have been an integral part of the local culture and economy for decades.
Located in northern New Jersey just outside New York City, Oakland is home to just under 12,000 residents. Like many small American towns throughout the 20th century, local businesses played a central role in bringing the community together and supporting one another. Starting in the 1950s, several mom-and-pop shops in Oakland began stocking baseball cards as a side business to draw in young customers. With many local families passionate about the New York Yankees and baseball as a whole, these early card shops found success.
By the 1960s, two shops in particular – Frank’s Sport Cards and Memorabilia and Oaktown Cards – emerged as the hub for local card collectors. Both stores offered the latest packs, boxes and supplies for building collections. They also became a gathering place where kids could trade and discuss the latest stats, games and players. On Saturdays throughout the spring and summer, it was common to see dozens of young collectors swarming the stores. For many, their first jobs were working behind the counter of one of these shops on the weekends.
As the popularity of card collecting exploded nationwide during the 1970s, Oakland’s two main shops expanded their inventory substantially. Seeing the demand, they started carrying older vintage cards from the early 20th century in addition to the newest releases. This allowed collectors to fill in holes in their collections or start new ones focused on retired players. Both Frank’s and Oaktown also began organizing larger card shows a few times a year that would draw collectors from all over northern New Jersey and New York.
These bustling events further cemented Oakland’s reputation as a hotspot for the hobby. Vendors would rent large tables to sell, trade and buy collections. Prized vintage cards that may have otherwise been tucked away could suddenly re-enter the market. Some unopened wax boxes from the early 1950s that were thought lost to time also re-emerged. For locals and visitors alike, it was pure baseball nirvana wandering the aisles and tables.
As the 1980s arrived, a new challenge emerged for Oakland’s shops as the bubble gum industry consolidated. Fewer card manufacturers meant less variety in stores and less product for the hungry collectors. However, Frank’s and Oaktown adapted by focusing more on the resale market to keep shelves stocked. Both shops began purchasing entire personal collections to break up and resell individually. This allowed collectors a new avenue to liquidate holdings if desired in bulk while giving others access to curated older collections.
At the same time, the shops capitalized on the rising interest in investment grade vintage cards. PSA and other third-party grading services had launched, adding legitimacy and standardization to high-dollar collecting. Cards receiving the coveted Mint 9 or Gem Mint 10 status commanded top dollar at auction. Both Oakland shops worked closely with leading auction houses, consignment agents and individual collectors to broker rare card sales. For a small town operation, they were moving some of the most valuable sports memorabilia in the country through their stores.
The 1990s saw the rise of the internet and a new era of card collecting. While online retailers challenged brick-and-mortar shops, Frank’s and Oaktown were quick to embrace the digital age. They launched early websites to take orders, provide want lists for collectors and show off their inventory virtually. For higher end consignments, they worked with online auction powerhouses like eBay to maximize exposure and bids. Both shops also began attending major card shows in cities like New York, Philadelphia and Boston to reach broader audiences.
Despite outside competition, the local shops remained the heart of the Oakland card community. Younger collectors were now joining alongside those who had been coming in for decades. The owners and staff had seen multiple generations come through their doors. While the cards, players and values changed over the years, the camaraderie and passion for the hobby stayed the same.
Into the 2000s and today, Frank’s Sport Cards and Memorabilia and Oaktown Cards are still going strong. Both remodeled stores feature modern displays while retaining their welcoming small-town feel. The shops continue organizing their popular card shows seasonally. The communities have come to rely on the expertise of their staff for help completing sets, researching card values or just talking baseball.
For over 60 years, these two shops have fueled the baseball card collecting passion of Oakland and beyond. They are a cherished part of the fabric of the town and keep the nostalgia of the hobby alive. While the internet opened new frontiers, their physical presence ensures Oakland remains a destination for collectors to experience the thrill, fun and history of baseball cards firsthand for generations to come.
