How Pokémon Cards Became a Stock Market for Millennials
The Pokémon card market has evolved into a speculative arena driven mainly by resellers, making new cards increasingly hard for children to purchase. Rare cards, such as the Phantasmal Flames Charizard, can command prices over £600, while individual booster packs retail for about £4.
Retail dynamics reveal long queues, stock hoarding, and the use of online raffles for purchases. There have been reports of threats, robberies, and price-gouging at physical stores, which have responded by limiting booster pack sales and sometimes halting bulk purchases to protect customers.
Social media influencers on platforms like YouTube and TikTok amplify card values by showcasing pack openings and sharing price lists. This shapes perceptions of easy profits, encouraging increased spending by fans and their parents.
Investors actively monitor the market through price-tracking apps such as Collectr, which track price volatility. However, the market is also fraught with risks including scams involving fake cards and resealed packs.
Card-grading services and dedicated shows have become an integral part of the hobby, with high-value deals being made and tens of thousands of cards traded or appraised regularly.
Despite the Pokémon Company printing 10.2 billion cards in the year leading to March 2025 and operating at maximum capacity to meet demand, supply still falls short.
Some market indicators suggest a cooling off, with singles and sealed products' prices easing and participants reassessing their positions. The upcoming 30th anniversary in early 2026 is anticipated to drive a new surge in interest.
Local shops such as BathTCG, led by Ben Thyer, have committed to not raising prices to exploit the bubble, focusing instead on protecting their customers and maintaining reasonable prices.
