CVS and Baseball Cards: A Retail Giant’s Impact on the Hobby
CVS pharmacy has played an important yet often overlooked role in the baseball card collecting hobby. As one of the largest retail chains in the United States, CVS has made baseball cards widely accessible to collectors for decades. Their pharmacy aisles have been a mainstay source for packs, boxes, and supplies for generations of fans. However, CVS’s approach and product selection has also evolved significantly over the years with the changing baseball card market. This article will explore CVS’s history with baseball cards and how they have impacted collectors both positively and negatively.
Baseball cards were a natural product fit for CVS when the company began rapidly expanding in the 1960s. The pharmacy retailer recognized cards’ broad appeal among both children and adults. In the pre-Internet era, general retailers like CVS, Walgreens, and drugstores were really the only convenient brick-and-mortar outlets for baseball cards outside of specialty hobby shops. CVS stocked the most popular brands from Topps, Fleer, and Donruss to meet mainstream demand. Having cards available with other everyday purchases helped introduce many new collectors to the hobby.
Through the 1970s and 80s, CVS remained a reliable year-round source for basic wax packs, boxes, and sets from the major manufacturers. This allowed collectors to regularly build their collections through impulse buys or targeted trips. CVS also carried some accessories like plastic sheet protectors and binders. Their selection breadth wasn’t as extensive as hobby shops, but provided a low-cost entry point. During the junk wax era boom, CVS shelves were overflowing with product as demand peaked.
As the baseball card market contracted in the 1990s after the speculative bubble burst, CVS had to adjust. Reduced shelf space went to higher turnover products. While flagship Topps and Fleer sets remained, CVS carried fewer oddball releases and parallels. This disappointed collectors seeking complete rainbow sets. Some smaller brands also disappeared, impacting niche collectors. Hobby shops became a better option for specialized products.
Into the 2000s, CVS like most retailers focused on moving mass-produced “value” packs over individual packs or boxes. Their baseball card endcaps and aisles shrank further. Many viewed CVS selections as mostly for casual younger collectors rather than serious adults. By 2010, some major CVS locations no longer carried cards at all outside of around the holidays. This disappointed longtime collectors used to reliably finding their fix even at local 24-hour CVS stores.
In response to complaints, CVS has tried carrying more premium and high-end products in recent years. Exclusive “CVS” parallels or redemptions with brands have drawn collectors back. Partnerships with Topps, Panini, and others now see CVS stocking more inserts, hits, and autographs in their offerings. Limited edition “Blaster” boxes have also found success. Overall retail space for the hobby remains limited in most stores.
While CVS helped grow the hobby for decades, their scaled-back approach leaves some collectors frustrated, especially those seeking a full retail experience. However, CVS does still serve a purpose by broadly introducing new young collectors. Their commitment to at least stocking some major brands year-round at reasonable prices remains appreciated. And exclusive partnerships show they recognize the enduring appeal and profit potential of baseball cards. Going forward, a balancing act of value, volume, and specialty products may be key for CVS to fully reengage collectors they helped create.
In summary, CVS pharmacy played a major role making baseball cards widely and affordably accessible nationwide for generations of collectors. Their declining focus on the hobby in recent decades has disappointed some, but CVS still introduces new fans and moves popular products. Ongoing exclusive partnerships also show they value their baseball card history. With the current renaissance, finding the right balance may see CVS once again become a destination for both casual and serious collectors. Their impact on growing the hobby cannot be overstated.
