Baseball cards have been a beloved collectible for over 150 years. Originally included as an advertisement insert in tobacco products in the late 1800s, baseball cards grew into a huge hobby and marketplace. For much of the 20th century, the primary way to obtain baseball cards was to purchase wax packs or boxes directly from the manufacturer. In the 1990s, mass retailers like Target began selling sports cards on a larger scale.
Target was founded in Minnesota in 1962 and quickly grew into a national chain. By the 1990s, Target had over 800 stores across the United States. Around this time, baseball card collecting was experiencing a boom in popularity fueled by the rise of expensive vintage cards. Many collectors from the 1970s and 80s were now adults with discretionary income to spend on their hobby. Seeing the opportunity, Target decided to start allocating shelf space to cards in their toy and collectible aisles.
One of the first card products sold regularly at Target stores were packs from the Fleer company. Fleer had regained the license to produce MLB cards in 1981 after Topps had dominated the market for decades. Fleer’s cards were seen as innovative with their use of color photography and oddball rookie cards. In the early 90s, Fleer produced sets like 1992 Stadium Club that are still coveted by collectors today. Target offered Fleer’s standard wax packs containing about 10-12 cards but also sold discounted “jumbo” packs with twice as many cards inside.
Another popular Target product in the 1990s was boxes from the Upper Deck company. Founded in 1988, Upper Deck shook up the card industry by signing exclusive deals with star players to put their autographs and memorabilia into packs. Their cards featured premium materials like metal and embossed foil. Target offered multi-pack boxes of the flagship “Series 1 and 2” Upper Deck sets which contained special “hits” that collectors eagerly searched for. Upper Deck boxes proved very profitable for Target and helped grow the popularity of high-end insert cards.
In addition to modern packs and boxes, Target also allocated shelf space to vintage repack products in the 1990s. Companies like Fleer, Score, and Donruss would repackage cards from the 1960s, 70s, and 80s into new themed sets without gum or wrappers. Target sold discounted “value packs” containing 30-50 vintage commons and uncommons that were perfect for young collectors just getting started. Repack boxes with rarer vintage cards offered a chance at finding expensive “keys” from the past.
As the decade progressed, Target expanded their baseball card selection even further. In the late 90s, they began carrying boxes from the innovative Score company known for oddball parallel and insert sets. They also offered packs from the retro-style Leaf brand trying to capture the nostalgia of the 1970s. In 1997, Target scored a huge coup by signing an exclusive deal with Playoff, a new card company launched by the former Topps management. Playoff’s innovative “Prime Cuts” and “Studio” sets were stocked abundantly at Target stores.
By the turn of the century, baseball card collecting had become a multi-billion dollar industry. Mass retailers like Walmart and Kmart joined Target in dedicating more shelf space to cards, supplies, and memorabilia. In the early 2000s, Target carried flagship releases from the dominant manufacturers like Topps, Upper Deck, and Fleer. They also offered exclusive “Target Red” parallel card sets only available in their stores. Target’s card selection expanded beyond just MLB to include sets for the NBA, NFL, and European soccer leagues as well.
The trading card aisle at Target stores became a destination for collectors both casual and diehard. While hobby shops specialized more in singles, relics, and autographs, big box retailers offered affordable access to the latest wax packs, boxes, and repacks. Target’s card selection helped onboard many new collectors and exposed the hobby to wider audiences. Their discounted multi-pack “value” items made the pursuit of collecting attainable for families. Even in today’s digital age, Target remains committed to stocking popular trading card releases and fueling the next generation of sports card fans.
