GameStop has opened pre-orders for the upcoming Pokémon 30th anniversary trading card set, but the retailer's pricing has sparked considerable backlash from both fans and employees. GameStop, already known for its premium pricing on Pokémon cards, is facing accusations of blatant greed due to substantial markups on the celebratory products.
The Pokémon Company has yet to release official pricing for the new set, which is slated for release on September 16. However, based on standard manufacturer's suggested retail prices for similar TCG products, GameStop's listed prices are exceptionally high. The most notable example is the 30th anniversary Elite Trainer Box, which typically retails for $49.99 but is being offered by GameStop at $129.99, representing a markup of nearly 260%. Concerns are also high for the Ultra Premium box, which generally has an MSRP of $129.99, with speculation about GameStop's eventual price.
These prices are not necessarily final for pre-order customers, as GameStop has a history of adjusting prices for popular products. Pre-orders lock in the price at the time of purchase, while the retailer can continue to alter prices for other customers. "Who needs scalpers when you have GameStop?" one fan commented online, echoing a sentiment of frustration.
Despite the widespread criticism, a segment of the Pokémon fan base is proceeding with pre-orders. This behavior is partly driven by the anticipation that market resale prices could exceed GameStop's current charges. For many, securing a product through GameStop, even at a premium, guarantees a purchase, whereas relying on other retailers might result in long queues or stock shortages. Fans also retain the option to cancel their pre-orders if circumstances change.
Some employees suggest that GameStop is intentionally employing purchase limits to create a sense of urgency and fear of missing out (FOMO) among consumers. While initial demand for new sets can be high, workers note that this pressure often dissipates over time, leaving GameStop with available stock. The Pokémon Company has had ample time to prepare for this release, with recent sets being smaller in card count, potentially allowing for greater focus on printing this significant anniversary set. This strategy, alongside previous anti-scalping measures like purchase limits and ID requirements, could be part of an effort to ensure broader availability for high-profile releases.