Baseball cards have been a beloved collectible for over a century, allowing fans to own a piece of the game even when not at the ballpark. While shops like hobby stores and candy stores were once the main sources for finding packs of cards, big box retailers like Target have played a major role in the trading card industry for decades.
Target first began selling baseball cards in the 1960s as the hobby started to explode in popularity across the United States. In the early days, Target carried a modest selection of cards from the major manufacturers like Topps, Fleer, and Donruss. Cards could be found mixed in with other toys and confections near the front of the store. Through the 1970s, Target expanded their baseball card offerings gradually as demand increased. By the late 70s, dedicated trading card aisles started appearing in many Target locations nationwide.
The 1980s are considered the golden age of baseball cards when interest reached a fever pitch. Kids across America were obsessed with collecting and many would save their allowance just to buy packs of cards at the local Target. With sports memorabilia becoming big business, Target saw an opportunity to capitalize on the card craze. Larger and more prominent baseball card displays were setup that really showcased the latest releases. Exclusive Target promotions even offered bonus packs or special parallel cards only available at their stores.
During the infamous baseball card bubble of the late 80s/early 90s, Target was ground zero for the frenzy. Their shelves were fully stocked with every major brand and release under the sun. Promotional endcaps and giant cardboard cutouts promoted the hottest rookie cards. But with so much product being printed, the bubble was destined to burst. As the market became oversaturated, sales slowed and the baseball card aisle at Target started to shrink in the mid-90s.
But Target refused to abandon baseball cards altogether. Through the rest of the 90s and 2000s they maintained a scaled-back selection focused on the top brands. Even as interest among kids waned, Target recognized longtime collectors still appreciated having a reliable brick-and-mortar option. In the 2010s, the retro craze fueled a minor resurgence in the hobby. Target responded by bringing back some classic sets from the 80s like Topps Traded and Fleer Update in special anniversary editions.
Today, Target remains committed to serving baseball card collectors even while emphasizing other products more. The trading card section is still located prominently near the front entrance but takes up much less space. Quality over quantity remains the approach as Target focuses on flagship releases from brands like Topps, Panini, and Upper Deck. Exclusive Red Card member deals and occasional blast from the past reprints keep the aisle relevant. And for nostalgic customers of a certain age, finding cards at their local Target takes them back to simpler times.
While hobby shops may be the preferred shopping destination for serious collectors today, Target deserves credit for helping spread the baseball card bug to mainstream America. For generations of fans, the first packs they ever ripped came from a big blue and red store. Even as interests change, Target honors that history by ensuring the hobby always has a home on their shelves. Both kids and adults can relive memories of their own by still buying cards at Target, keeping the tradition going strong.