The history of baseball cards in Billings, Montana spans over 100 years from the earliest tobacco cards of the late 1800s to the modern era of sports memorabilia collecting. While Billings was never home to a Major League Baseball team, the pastime of baseball and passion for collecting cards thoroughly took root in the community.
Some of the earliest documented baseball cards to arrive in Billings were tobacco cards inserted in cigarette and chewing tobacco packages in the late 1880s and 1890s. These included brands such as Allen & Ginter, Goodwin & Company, Old Judge, and Sweet Caporal. While the cards themselves were mass produced promotions for tobacco sales, they represented some of the first images of professional baseball players that made their way to Montana’s Yellowstone Valley region. Exposed through these early cards were the stars of the day like Cap Anson, Amos Rusie, and Big Ed Delahanty. Enthusiasts in Billings were among the first in the state of Montana to view these lithographed portraits of ballplayers from back east.
In the early 20th century, production of tobacco cards declined significantly. The popularity of collecting continued to grow across America. Candy cards and carton cards served as replacements keeping the hobby alive. A new era began in 1909 with the founding of the American Tobacco Company. They hired illustrator Carl Horner and photographer Charles M. “Pop” Lloyd to produce high quality images for their T206 White Border set released from 1909-1911. These were some of the most artistically intricate and sought after cards ever created. Examples managed to make their way to general stores and corner markets throughout Montana, including Billings, captivating new generations of collectors.
Through World Wars I and II, production of baseball cards continued in bursts. The Goudey Gum Company issued sets in 1933 and 1934 that are now regarded as classics. In the post-World War II boom time, Bowman Gum and Topps Chewing Gum began their long domination of the modern baseball card era. They mass produced affordable packs for the exploding youth market across the country. Billings saw its local shops well stocked with the stars of legends like Mickey Mantle, Willie Mays, and Sandy Koufax readily available through Ducky’s News and the Keg Liquor store on broadwalk.
Another wave of popularity came in the late 1950s with the advent of ballpark giveaways and photo sets. Topps issued their first color photographs, capturing the heroes of a golden age. Upper Deck got into the action in the late 1980s changing the game with sharp graphical design and print quality. Franchises started taking control of team-licensed sets in the 1990s like the wildly popular Stadium Club brand. By this point, card shops were popping up all over Billings catering to this booming memorabilia niche including Treasure Trove Collectibles and Card Carousel.
Into the 21st century, the rise of internet sales and auction sites transformed the hobby. Rarer vintage pieces could fetch six figure prices. But local shops persisted as go-to hangouts for sorting collections, trading, and showcasing the rarest finds. Memorabilia stores like Billings Sportscards maintained their relevance through hosting signings, breaking cases of the latest releases, and offering appraisals. The historic Montana card and memorabilia show brought dealers to the area from across the region each summer.
Today Billings remains a hotbed for baseball memorabilia collecting. Both young fans opening packs hoping for a rookie phenom and graying enthusiasts chasing white whales from the 1890s still have plenty of options to indulge their hobby. The rich history of over a century of cards passing through the city ensured that this American pastime will be a Billings tradition for generations to come.