Baseball cards have been an integral part of American culture and childhood for over a century. While the hobby of collecting baseball cards began in the late 1800s, Alpharetta, Georgia has its own unique history with America’s favorite pastime and the cardboard commodities that represent it.
Some of the earliest references to baseball cards being sold in Alpharetta date back to the 1930s. General stores and corner shops would stock packs of gum and cards among their candy shelves. Kids would pool their allowance money and trade amongst friends in hopes of completing their sets. The cards were a simple distraction from the Depression era hardships, allowing kids to fantasize about their baseball heroes.
In the post-World War II boom of the 1950s, the hobby exploded in popularity across the country. Alpharetta was no exception. More specialized card shops and hobby stores began to pop up downtown to cater to the growing collector demand. Kids flocked to these shops on their bikes, scanning long boxes of loose cards for deals. Some of the most prominent early card shops in Alpharetta included Bob’s Baseball Cards and Alpharetta Sportscards.
These shops helped cultivate a tight-knit baseball card collecting community in Alpharetta. Kids would meet up at the local playgrounds and ballfields to trade. Rumor has it some of the first informal trading card shows were held in church basements and school cafeterias. The completion of coveted sets was a source of pride and competition among friends.
As the 1960s rolled around, Topps remained the dominant baseball card manufacturer. New competitors like Fleer began to challenge them. This led to innovative promotions and set designs to attract collectors. Alpharetta shops stayed on top of the latest releases and promotions. They also organized the first official baseball card shows in the area, drawing collectors from across North Georgia.
In the 1970s, the rise of star players like Nolan Ryan, Johnny Bench, and Reggie Jackson coincided with new heights for the hobby. More sophisticated collectors emerged, seeking out rare vintage cards to invest in. Alpharetta’s shops adapted by expanding their inventory of older wax packs and singles to serve this growing segment. Some shops even facilitated the first organized local trade networks and newsletters.
The 1980s saw the sport and hobby boom to new levels, fueled by stars like Mike Schmidt, George Brett, and Roger Clemens. In Alpharetta, new “superstores” emerged like Great American Baseball Card Company to accommodate the overflow of customers. These stores hosted signings with former players and ran elaborate contests and giveaways. The first Alpharetta Card Show was held in 1982, drawing over 1,000 attendees.
In the 1990s, the hobby experienced both a boom and bust cycle driven by speculation. Ken Griffey Jr. and Barry Bonds cards were hot commodities. Overproduction caused a crash. Alpharetta shops had to adapt again by focusing more on customer service. The ’90s also saw the rise of the internet, with early adopters like Alpharetta Sportscards creating a pioneering online presence.
Today, while the print runs of cards are larger than ever, the hobby remains as strong as ever in Alpharetta. Newer shops like Apex Baseball Cards and All-Star Cards have emerged. They continue the tradition by hosting signings, running competitive leagues, and organizing large annual card shows. For over 80 years, Alpharetta has played an integral role in the history of baseball cards through the passionate local collecting community and retail pioneers. The hobby remains a source of nostalgia, competition, and connection between generations of Alpharetta residents.