In late May of 2021,Target announced that it would be removing all sports trading cards from their store shelves and moving them behind the counter or into lock boxes due to safety concerns. This decision came after a significant increase in unruly customer behavior related to the purchase and hunting of cards.
While baseball cards and other trading cards had been a part of Target’s merchandise for decades, their popularity had seen a resurgence during the COVID-19 pandemic as people sought hobbies and collecting activities that could be done at home. Mass returns to work and school saw downtime decrease for many, fueling a spike in interest among new and former collectors. Simultaneously, the closures of card shops and competitions created scarcity for both cards and in-person experiences that drove up prices in the secondary market.
Icons like the rookie cards of Fernando Tatis Jr. and Vladimir Guerrero Jr. saw exponential price gains throughout 2020 and 2021. Sets from the past few years also shot up as demand grew, especially for retro designs and star players. The combination of stimulus payments, time off from work/school, and climbing valuations created a “perfect storm” environment for sports cards. More people than ever were looking to hunt packs, flip valuables online, and grow their collections.
This surge in interest also broughtproblemsfor major retailers. Crowds would swarm card aisles upon stock days, hoping to find the hot new releases or chase cards before they sold out. Fights and even riots broke out among customers scrapingshelves clean as soon as product was put out. Meanwhile, resellers also exacerbated issues by clearing entire shelves to then flip the contents online at inflated prices.
Target witnessed these issues firsthand throughout 2020 and into 2021. There are reports of customers coming to blows in their stores over sports cards. In some cases, products had to be pulled as restocking led to unsafe scenarios. While cards were profitable for Target, the risks were beginning to outweigh the rewards. Bad press and potential legal issues from injuries further discouraged keeping the products freely accessible.
The retailer took their time mulling over a solution to balance safety, profitability, and the interests of collectors. In late May of 2021, they finally announced that sports and Pokémon cards would be moved behind pharmacy counters in Target locations. Customers would be limited to one copy of new sealed products per person. This allowed stock to be distributed more methodically while avoiding lines and stampedes.
Target also began locking higher-end products like prizm football boxes inside secure display cases that required an employee’s assistance. Resellers were cut off at the pass, limited to the same purchase amounts as everyday collectors. The new policies received mixed reactions, with collectors lamenting frustrations over waiting in pharmacy lines as scalpers breathed a sigh of relief at the loss of low-price bulk buying opportunities.
However, Target saw measurable improvements to calm shopping experiences where changes were implemented. Fights and crowding became non-issues as fair, controlled access was established. While sales may have declined from limiting impulse buys, the overall goal was to restore safe and family-friendly conditions to their stores nationwide. Several competitors including Walmart soon rolled out similar access restrictions on their newly restocked trading cards.
The trading card craze shows no signs of slowing in 2022 and beyond. Target continues tweaking its sports/Pokémon card handling based on learnings and new release schedules. Extra security during busy inventory days further helps minimize disturbances. Now well over a year removed from instituting their new locked case/counter policies, Target has clearly found the right approach. Shoppers can calmly look for cards without fear of unsafe overcrowding or pushy resellers clearing shelves.
Whether the trading card market sustains its record heights remains to be seen. But Target and others prioritizing safety over sales showed foresight, and handled a unique cultural phenomenon responsibly. With balanced access and controlled buying limits, both casual collectors and serious investors can coexist peacefully in stores again. And America’s favorite big box retailer can keep providing the hobby accessibility people love without compromisingcore values around maintaining orderly and stress-free retail environments.
