Chris’s Baseball Cards: A Salem Institution
For over 30 years, Chris’s Baseball Cards has been a staple of the Salem, New Hampshire community. What started as a small hobby shop run out of the owner’s home grew to become the premier destination for baseball card collectors in the region. Under the guidance of owner Chris Morello, the store has survived the ups and downs of the baseball card industry to maintain its status as an institution.
Chris first got the baseball card collecting bug as a young boy in the 1970s. He would ride his bike to the local drug store and convenience stores, hoping to find packs of cards to add to his growing collection. As he got older, Chris began to focus more on completing sets and chasing rare rookie cards. In the early 1980s, with the sport gaining massive popularity, the baseball card boom was in full swing. Seeing the demand, Chris had the idea to open a small shop to sell cards to other collectors.
In 1987, Chris opened the doors to his first storefront location in a small strip mall on North Main Street in Salem. The store was only about 500 square feet but was packed floor to ceiling with boxes upon boxes of cards. Chris spent hours sorting through collections he purchased, carefully organizing cards into sets, teams, and players. On opening day, the store was flooded with eager collectors. Within a few months, Chris knew he had a successful business on his hands.
Over the next decade, Chris’s Baseball Cards grew steadily. As the card industry continued to boom throughout the late 80s and early 90s, fueled by the success of stars like Ken Griffey Jr. and Cal Ripken Jr., more and more collectors were flocking to Chris’s store. He expanded his inventory to include thousands of complete sets, boxes of unopened packs and factory sealed cases. Prominent dealers from all over the Northeast started selling high-end vintage and rare cards through Chris’s store.
In 1998, Chris made the decision to move to a much larger 4,000 square foot location just down the road. The new store allowed him to display his massive inventory to its full potential. Walls were lined with glass cases showing off some of the rarest vintage cards in the hobby. Chris also added a large memorabilia section, stocking thousands of autographed baseballs, bats, photos and other collectibles. The grand re-opening was a huge success and cemented Chris’s Baseball Cards as the premier card shop in New England.
The early 2000s brought new challenges. After nearly a decade of astronomical growth, the baseball card market began to cool. Fewer new collectors were entering the hobby as interest among younger generations declined. Some large retailers like Walmart also de-emphasized cards in favor of other products. Several large national chains that dominated the industry in the 90s like Sportscard Distributors and Collector’s Choice went bankrupt. This put pressure on smaller independent shops.
But Chris was determined to keep his doors open through innovative strategies. He diversified his product mix, expanding inventory of other sports beyond just baseball. Chris also fostered strong relationships with professional sports teams, becoming an official licensed partner and memorabilia dealer. During the summer, Chris organized popular autograph signings that brought in local legends. Most importantly, Chris continued to provide unmatched customer service, ensuring his loyal customer base stayed strong through good times and bad.
Today, over 30 years since opening, Chris’s Baseball Cards is still going strong. The current 8,000 square foot location on North Broadway is a sight to behold for any sports collector. Chris has meticulously organized a collection estimated at over 10 million cards taking up every nook and cranny. The glass cases in the front of the store still wow visitors with some of the rarest finds in the industry, including unopened wax packs and boxes from the 1950s.
On any given day, the store is bustling with both casual browsers and die-hard collectors. Many customers have been coming to Chris’s for decades, having formed strong bonds with Chris and his dedicated staff over the years. For major events like the release of new sets, lines form out the door. The store also hosts numerous signings, breaking events, and auctions that collectors travel from all over New England and beyond to attend.
When asked about the secret to his longevity, Chris credits his passion for the hobby and relationships with his customers. “I love being surrounded by people who share my enthusiasm for sports collecting every day. It’s really the interactions and friendships I’ve made over the years that have kept me going through the ups and downs.” Chris has no plans to slow down either, committed to passing his store onto the next generation of collectors. For Chris Morello and Chris’s Baseball Cards, the best part is still yet to come.
