The dusty baseball card shop on Maple Street in Peachtree City, Georgia has been a staple of the small southern town for over 30 years. Behind the glass display cases filled with rare and valuable baseball memorabilia lies a rich history of the hobby and its impact on the local community.
Baseball cards first began appearing in the late 1880s as a promotional method for cigarette and chewing gum companies to attract new customers. Throughout the early 20th century, the hobby grew steadily across America as more kids traded and collected cards of their favorite players. In Peachtree City, one of the first collectors was a young boy named Billy Henderson. In the 1950s, Billy’s father would buy him a few packs of Topps or Bowman cards every weekend at the corner drug store. This sparked a lifelong passion for Billy and he amassed a large collection over the years.
After graduating high school in 1970, Billy opened the first sports card shop in Peachtree City called “Billy’s Baseball Cards”. Located above the old movie theater downtown, the tiny storefront gave local kids a place to browse cards, trade with each other, and learn about the rich history of the game from Billy. Throughout the 1970s, the popularity of collecting cards exploded across the country as the hobby began to mature. Fueled by the success of the shop, Billy expanded his inventory and hired his first employee in 1975. What started as a small side business was now becoming Billy’s full-time career.
In the late 1970s, the rise of limited print runs, oddball issues, and error cards created a new wave of excitement in the hobby. Kids were now searching their packs and boxes not just for stars, but also the elusive short printed parallels and one-of-a-kind mistakes that could be worth a small fortune. This new layer of collecting complexity kept the card shops busy as kids spent hours poring over guides, checklists and price guides. By 1980, “Billy’s Baseball Cards” had outgrown its original space and relocated to the larger storefront on Maple Street where it remains today.
The early 1980s saw card values skyrocket as speculators entered the hobby hoping to profit from the booming market. During this “Golden Age” of collecting, the shop was doing record business as kids scrambled to find the latest hot rookie or short print to try and flip. This frenzy culminated in 1985 when unopened wax boxes of the iconic ’87 Topps set skyrocketed in price past $10,000 as investors drove demand. While thrilling for collectors at the time, the unsustainable frenzy eventually led to a crash in values that reset the hobby.
Through it all, Billy’s shop remained the gathering place for local collectors. In the 1990s, the rise of the internet trading forums and auction sites began to decentralize the hobby. Yet Billy’s continued doing a brisk business by cultivating a knowledgeable staff and curating a diverse inventory that kept collectors coming back. Into the new millennium, Billy passed the shop onto his son Brad who continued the family tradition of serving the Peachtree City community.
Today, Brad and his staff of six have kept the shop thriving into its fourth decade. While online retailers have changed the landscape, the shop remains a social hub and source of expertise for collectors of all ages. Behind the glass are rows of vintage stars like Mantle, Mays and Aaron—humble reminders of where the hobby began. With each new generation of kids discovering the cards, the shop ensures the traditions live on in Peachtree City. After over 50 years in business, “Billy’s Baseball Cards” is now woven into the fabric of the town and stands as a testament to one man’s passion and the joy it has brought to thousands.
