Target has implemented significant changes to how trading cards, particularly Pokémon cards, are displayed and sold in its stores nationwide. These logistical adjustments, which involve moving TCG displays to the back of the store near electronics, could have a substantial impact on the Pokémon Trading Card Game market, especially concerning the anticipated 30th anniversary set.
The new displays are visually striking, featuring bold colors that draw attention and dedicated sections for various TCG items, with the Pokémon logo prominently displayed. This move is a departure from previous practices where cards were often located near the front of the store or held at customer service. While not all Target locations have adopted this new layout, stores that have are experiencing increased foot traffic throughout the premises. Previously, customers could quickly check self-checkout areas for stock, but the new arrangement requires a more deliberate search.
A key benefit of these wider displays is their capacity to hold significantly more stock. This increased inventory means that popular items, such as Elite Trainer Boxes, may still sell out quickly, but the overall sell-out time for other products has extended. For instance, single Pokémon packs for newer sets like Chaos Rising and Pitch Black are reportedly not selling out at all in some locations. This improvement in stock availability could provide a better opportunity for consumers, including those with jobs and families, to purchase cards at more reasonable prices, even following a recent price increase by Target.
These changes coincide with The Pokémon Company's recent acquisition of Excell, a distributor that supplies cards to retailers like Target. The reported 70% growth in Target's TCG category over the last year, now exceeding $1 billion in sales, underscores the importance of this market to the retailer, given the high profit margins of these products. Executives at Target are reportedly keen on these products due to their significant profit potential.
The expanded stock and improved distribution may also help address concerns about the availability of the upcoming 30th anniversary set. Both The Pokémon Company and Excell are celebrating their 30th anniversaries, and preparations seem to be underway to meet heightened demand. This includes massive drops from The Pokémon Center and leaks of the unreleased set appearing in advance. The Pokémon Company is also constructing a new U.S. printing facility, though it is not expected to be operational until 2028. The Ultra Premium Collection for the 30th anniversary is already seeing market prices significantly above its MSRP.
However, the ultimate success of these efforts in ensuring availability remains to be seen. Current observations suggest a combination of increased supply and potentially lower demand for some recent sets. This dynamic may not apply to the 30th anniversary products, which are expected to be highly sought after. The hobby also traditionally experiences a seasonal summer slump, and the reception of some newer sets, like Chaos Rising and Perfect Order, has been considered less favorable compared to sets such as Ascended Heroes. While the Pitch Black set has received better reviews, demand is still lower than for older sets like Destined Rivals or Prismatic Evolutions.