The Evolution of the Trading Card Industry: 7 Trends to Watch in 2024

What are the key trends shaping the market for football and other sports cards today?

The trading card industry has experienced extraordinary growth and activity over the past year. Record sales, soaring values, major national media attention, and a significant increase in card sales on platforms like eBay have all contributed to the hobby’s resurgence. As we look ahead to the rest of the year, there are seven trends in particular that are shaping the direction of the industry and changing the way collectors approach their hobby.

1. Second-Year Base Cards
   One of the emerging trends in the trading card market is the renewed interest in second-year base cards. While rookie cards have traditionally been the focus for collectors, there is now a growing appreciation for the significance of second-year cards of legends and current superstars. These cards offer collectors an opportunity to invest in key players at a more affordable price point compared to their rookie counterparts. Second-year cards are still considered essential in a player’s card portfolio and may have significant potential for growth in value. The emphasis on condition remains crucial, especially for vintage cards, where higher grades can command premium prices.
2. Mid-Grade Vintage Cards
   The market for mid-grade vintage cards has also seen a surge in interest and value. While high-grade cards have always been desirable, the increasing prices have pushed many collectors towards mid-grade cards that offer a compromise between quality and affordability. Cards in Very Good to Excellent-Mint grades are gaining popularity as collectors seek out opportunities to add vintage cards to their collections without breaking the bank. With higher quantities available in these grades, there is more circulation and a better chance for collectors to acquire these cards. Cards like the 1957 Topps #119 Bart Starr and the 1971 Topps #156 Terry Bradshaw RC are examples of vintage cards that are attainable in mid-grade conditions and offer collectors a chance to own a piece of sports card history.
3. Resurgence of Local Card Shows
   The cancellation of major events like The National Sports Collectors Convention in 2020 due to the COVID-19 pandemic led to a resurgence of interest in local card shows. As restrictions on gatherings began to ease, local card shows started popping up across the country, attracting a significant number of vendors and collectors. Events like the Dallas Sports Card Show have gained popularity, offering collectors a platform to meet and network with others, inspect cards in person, avoid online auction fees, find great deals, and see some amazing cards. The value of card shows in a digital age is being rediscovered, and as more communities lift restrictions, we can expect to see a proliferation of local shows throughout the year.
4. eBay’s New Standard Envelope Shipping Option
   eBay’s role in the trading card market has been significant. To address the shipping costs associated with lower-end cards, eBay introduced a new Standard Envelope shipping option, allowing sellers to ship cards in a regular envelope with tracking for less than $1. This cost-effective shipping option has made it more accessible for buyers to purchase lower-end cards without the burden of high shipping costs. This move by eBay has been welcomed by collectors and has further fueled the growth of the trading card market on the platform.
5. Autographs of Deceased Legends
   The demand for autographs of deceased legends has been on the rise, as collectors look to add pieces of history to their collections. Autographed cards of players like Walter Payton, Johnny Unitas, Bart Starr, and Gale Sayers are highly sought after, especially on-card signatures in key sets. Limited availability and the passage of time have only increased the desirability of these autographs, making them valuable additions to any collection. Cut-autographs, which have low quantities, are also a popular option for collectors looking to own a piece of sports card history.
6. Fractional Ownership
   Fractional ownership is an innovative concept that has gained traction in the trading card market. Similar to owning shares of stock, collectors can now invest in high-dollar cards, high-grade sets, or rare memorabilia through services like Collectable.com. This approach allows collectors to be part owners of valuable items, offering investment opportunities to sports fans, collectors, and investors of all income brackets. While some critics question the idea of not physically owning the items outright, fractional ownership provides a novel way for collectors to participate in the market and diversify their collections.
7. Retailers Limiting Box and Pack Purchases
   The increased interest in trading cards has led to a surge in demand, causing national retail chains like Target and Walmart to limit the number of units customers can buy. Popular products like Panini Prizm, Donruss, Donruss Optic, and Panini Contenders have attracted collectors who clean out retail shelves, prompting retailers to impose purchase limits. While some collectors appreciate the move to prevent hoarding and flipping, others are concerned about the impact on secondary market circulation. As you visit retail stores for card packs, you may encounter new purchase limits in place to manage the high demand for trading cards.

In conclusion, the trading card industry is experiencing a period of unprecedented growth and activity, with collectors embracing new trends and opportunities in the market. From second-year base cards to mid-grade vintage cards, local card shows, eBay’s shipping options, autographs of deceased legends, fractional ownership, and retailers limiting purchases, there are multiple factors shaping the hobby and driving its evolution. As we navigate the changing landscape of the trading card market, collectors have the chance to explore new avenues, discover unique opportunities, and enhance their collections in exciting ways. The future of trading cards looks bright, with a wealth of possibilities waiting to be explored by enthusiasts and investors alike.