Target and Walmart See Trading Cards Soar: Retailers Cash in on Collecting Craze for Holidays

Retail giants Target and Walmart are reporting soaring sales of trading cards this holiday season, as a resurgence in collecting sweeps across the country. From NFL stars to Pokémon and even pop culture icons, these simple cardstock treasures are drawing crowds of all ages.

In an era dominated by screens and digital experiences, the humble trading card has made a remarkable comeback. The pastime, which peaked in the 1990s, is now seeing a surge in popularity among both children and adults. Retailers have taken note, with stores expanding their card selections and even dedicating special sections to the booming category.

"We've never seen anything like this," says Sarah Chen, a toy buyer at a major Midwest retailer. "Parents are bringing their kids in to find cards they collected as kids, and kids are teaching their parents about new series. It's a full-circle moment."

The trend is fueled by a mix of nostalgia and a desire for tangible collectibles. For younger generations, the cards offer a break from digital overload, while adults are rediscovering childhood favorites. The rise of social media has also played a role, with collectors sharing their finds and driving community engagement.

"There's something special about holding a physical card," explains hobby shop owner James Rodriguez. "In a world of digital everything, people want something they can touch, trade, and display. It creates real connections between people."

As the holiday season approaches, expect trading cards to remain a top gift choice. Industry experts predict the trend will continue to grow, potentially becoming a staple in retail for years to come.

Original reporting by CNBC. For the full story, visit CNBC's website.