The trading card industry, particularly during the COVID-19 pandemic, has witnessed a remarkable resurgence in interest among collectors, many of whom are adults revisiting a childhood pastime. The surge in popularity has resulted in unprecedented sales, with notable spikes in card values, some reportedly soaring tenfold compared to just a few years prior. This revitalised enthusiasm for trading cards has sparked significant interest across various genres and demographics, as evidenced by the numerous events and social media platforms catering to collectors.
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On February 27, 2025, the Pokémon trading card game celebrated its 30th anniversary, a milestone that resonated not only with the younger generation but also with a large number of adult fans who view card collecting as a serious hobby rather than mere nostalgia. The pandemic period allowed many people to reconnect with activities of their youth, resulting in a thriving market for trading cards.
Industry experts Leon Steinfeld and Geoff Wilson, both seasoned collectors who began their journeys in the 1990s, have been closely observing these trends. As young boys, they were captivated by the various card games that flourished in that era, including Pokémon, Magic: The Gathering, and Yu-Gi-Oh. Wilson recalls trading baseball cards during lunchtime at school and admits that he temporarily lost touch with the hobby as he grew older. However, his son’s enthusiasm sparked a rekindling of Wilson’s passion, leading him to make a career out of card collecting and content creation in 2019. Steinfeld, having harboured a collection for years, transitioned to full-time content creation in 2017, moving away from his previous career as an attorney.
The COVID-19 pandemic acted as a catalyst, propelling the trading card market to new heights. People returning to their homes with limited entertainment options began delving into their old hobbies. Wilson notes that during this time, some sports cards, which were valued at around £1,000 at the beginning of 2020, jumped to £10,000 or more shortly after. While traditional baseball cards have historically been the most sought after, Wilson explains that football cards have recently emerged as the hottest items among collectors, surpassing both baseball and basketball cards in popularity.
In the realm of Pokémon, Pikachu and Charizard remain highly coveted cards for collectors. Vintage packs, including unopened boxes from the early days of Pokémon, have also gained considerable value, with certain items fetching more than £30,000. However, for newcomers to the hobby, navigating the complex market can be challenging. In response, both experts have developed apps, such as “Market Movers” and “Rare Candy,” designed to assist collectors in tracking prices and managing their collections more efficiently.
The rise of social media platforms has played a significant role in this resurgence, providing a community space for collectors to connect and share experiences. Wilson’s YouTube channel, which boasts over 425,000 subscribers, features content appealing to many, including negotiating techniques at card shows and the much-anticipated “grading reveals.” These reveals involve collectors showcasing how their cards have been graded by professional companies, with grades ranging from 1 (poor) to 10 (gem mint), greatly affecting both the perceived value and authenticity of the cards.
Despite the challenges of grading—where subjective opinions can lead to differing assessments of the same card—investors and collectors alike are keen to acquire graded cards. The grading process can take considerable time, with some collectors awaiting returns for up to four months. As a means of enhancing consistency, Steinfeld notes the potential for artificial intelligence to transform the grading process in the future, although the acceptance of this technology among traditional collectors remains uncertain.
As trading card markets reached a temporary plateau with the easing of restrictions in 2021, the industry appeared resilient and continued to thrive. Wilson reported that 2025 proved to be an outstanding year for the hobby, with more money spent on cards than ever before. Both online retailers and brick-and-mortar hobby stores have seen a surge in foot traffic and online interactions, creating a vibrant community of enthusiastic collectors.
Geoff Wilson’s own CardsHQ hobby shop in Atlanta epitomises this sense of community, highlighting the importance of in-person interactions for enriching the collecting experience. The camaraderie established within hobby shops, including events like trade nights, fosters connections that virtual transactions simply cannot replicate.
Looking ahead, Wilson notes that while continued exponential growth may not be feasible every year, the foundation laid during this resurgence bodes well for the long-term sustainability of the hobby. He anticipates the rise of major card shows across the country, underscoring the event-driven nature of the collecting experience. Steinfeld echoes this sentiment, positing that as long as avenues for buying, selling, and trading remain accessible, the hobby will endure, albeit with occasional fluctuations in popularity.
As trading cards carve out a modern yet timeless place within a dynamic community, the fascination and fervour around this hobby are set to continue evolving, appealing to both seasoned collectors and intrigued newcomers alike.