Target has begun artificially increasing prices on some of its Pokémon Trading Card Game products, a move that mirrors recent actions by GameStop and suggests a broader trend among retailers to capitalize on the product's scarcity and high demand. The price adjustments, which reportedly went into effect on June 26, were implemented without prior warning or explanation to customers.
This development follows reports of scalpers stripping stores and online retailers of Pokémon TCG stock at retail prices, only to resell it at significantly inflated rates. Retailers now appear to be bypassing the scalper middleman and increasing their own prices to capture the additional revenue. While GameStop has been noted for more egregious price hikes, Target's increases, though more modest, are seen as equally questionable.
One example cited is the Ascended Heroes Booster Bundle, a box containing six packs. Its manufacturer's suggested retail price was previously $26.94, then sold for $29.99, and has now been raised to $31.99. This represents an increase of nearly 20 percent above its original MSRP. Similar price hikes have affected booster bundles from other popular Pokémon TCG sets.
Target had previously been seen as taking a stance against scalpers, with actions including opening products before they leave the store and requiring customer identification for purchases. The retailer's new pricing strategy appears to contradict its earlier efforts to protect legitimate customers from scalping, effectively positioning itself as a scalper.
This publication reached out to Target for comment regarding the price increases and will provide an update if the company responds. The move by Target, alongside GameStop's more aggressive pricing, indicates a significant shift in how major retailers are managing high-demand collectible products like the Pokémon TCG.