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Pokémon, sports trading card boom boosts Target, Walmart ahead of holiday season

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Pokémon, sports trading card boom boosts Target, Walmart ahead of holiday season


Trading cards of the game “Magic” are located in a shop where a “Magic” tournament is taking place.

Frank Rumpenhorst | picture alliance | Getty Images

As screentime soars and technology races ahead, a low-tech pastime is back in a big way: collecting trading cards.

The cardstock depicting everything from NFL standouts to Pokémon and even Taylor Swift is one of the hottest toy categories in stores this year. Big-box retailers are stocking up ahead of the holidays, anticipating that demand will extend beyond traditional toy buyers like children and collectors.

“We see trading cards being a hot gifting category for all ages that we will fuel with newness and with exclusive drops,” Rick Gomez, Target’s executive vice president and chief commercial officer, told CNBC. “We’re going to have new releases nearly every week during the holidays that’s going to drive demand. And these make for great gifts and great stocking stuffers.”

Strategic trading card sales — which exclude sports — are up 103% year-to-date through August, while non-strategic card sales, which tend to be collectible pop culture or sports cards, are up 48%, according to market research firm Circana.

Target’s trading card sales are up nearly 70% year-to-date, with annual revenue from the category expected to top $1 billion.

Sales on some online platforms are rising even faster. Walmart Marketplace reported a 200% jump in trading card sales from February 2024 to June 2025, with Pokémon sales up more than tenfold year-over-year during the same period, the company first told Axios. The retailer has even launched a new weekly influencer livestream series focused on sports collectibles.

Since 2021, strategic card sales have grown by $891 million, or 139%, to total $1.5 billion, according to Circana. Sales of non-strategic cards and collectible stickers climbed by $565 million, or 156%, to $925 million in the same period, Circana said.

Millennials and Gen Z customers have been crucial for growth, said Juli Lennett, vice president and industry advisor for Circana’s U.S. toys practice.

“Lots of adults are buying these because it brings them back to a time when they had no cares in the world,” Lennett said. “It’s an affordable luxury with the economy right now. Some couldn’t afford cards as kids and now they have their own money and no one’s there to say ‘no’.”

Some buyers also treat cards like alternative investments. Through August, the value of Pokémon cards has delivered a cumulative return of 3,821% since 2004, according to an index by analytics firm Card Ladder, the Wall Street Journal reported. To combat online resellers, many stores now limit purchases to two packs per customer.

While the trading card category has boomed this year, not everyone is convinced the segment will boost sales during the peak holiday shopping season. Within the past six months, 19% of adults said they purchased Pokémon cards for themselves, signaling they may not be buying them for others in the weeks ahead, according to Circana.

“There has been steady growth in the category, but a large chunk of buyers are purchasing for themselves. There isn’t as much gifting here as you see in other toys,” Lennett said.

Pokemon cards released in 1999

Yvonne Hemsey | Hulton Archive | Getty Images

A year-round rush

What trading cards may lack in holiday flair, they make up for in consistency.

Cards stand apart from most toy categories in two key ways: they are frequently self-purchased and not “super seasonal,” Lennett said.

“Cards sell just as well in March or July as they do in December,” she said. “That makes them very attractive to retailers trying to offset seasonal risk.”

Target, which often gets a bump from merchandise tied to holidays, has tried to capitalize on the year-round fervor for cards.

“We expanded our assortment. We increased the number of drops that we have. We put trading cards in a more prominent place in store, did bolder displays and the business has responded,” Gomez said. “We don’t see the business slowing and we see it continuing to grow in popularity.”

Pokémon remains the category’s top performer, with card sales topping $1 billion last year — it’s the first toy brand to hit that milestone in the U.S., according to Circana. Sports cards are also becoming more popular, particularly among teen boys, with NFL packs leading the charge.

“A lot of different people are coming in to buy. You have your adult collector who’s buying for themselves, but we also see a lot of families coming in with kids requesting them and asking their parents for trading cards,” Gomez said. “It’s a great gift for parents, for kids, especially if they know that they’re into sports or Pokémon.”

While contemporary releases are booming across people aged eight to 28, vintage cards — typically pre-1970s — haven’t connected as strongly with Gen Z and Gen Alpha collectors.

“The majority of my customers aren’t looking for vintage,” Matthew Winkelried, CEO of New York-based Bleecker Trading, told CNBC. “Younger people don’t want to dig through 1960s cards unless they see a Mickey Mantle or Hank Aaron. Plus, the scarcity and price of vintage cards make it a tough entry point.”

Topps trading cards are arranged for a photograph in Richmond, Virginia.

Jay Paul | Bloomberg | Getty Images

Changing customers

After a near-collapse in the 1990s due to overproduction, the trading card industry has rebounded. Growth has been particularly strong since the pandemic, propelled by a blend of nostalgia, community and, for some, investment potential.

For many, cards offer a sense of belonging — whether it’s exchanging cards or playing a game like Pokémon or Magic: The Gathering.

“You still have the game players, and that’s a really tight-knit community,” said Jason Howarth, senior vice president of marketing and athlete relations at Panini America, which supplies sports cards to retailers like Target and Walmart. “Among sports fans, there’s a huge sense of camaraderie around trading. And with Pokémon too, I’ve heard game nights still play a major role in keeping that ecosystem alive.”

For those looking to cards as a store of value, Pokémon cards often prove to be a stronger investment than their sports counterparts, said Winkelried of Bleecker Trading.

“Maybe a highly touted rookie joins the league, and you buy their card early hoping it’ll rise in value,” he said. “The value can change week to week. It’s volatile like a stock.”

He added: “Pokémon is like a commodity. Pikachu can’t tear an ACL or get a DUI. Supply is limited, so the market is more stable.”

Looking past the holidays, major retailers are focusing on building the category’s long-term future. Target is betting on exclusive sets, limited specialty drops and drawing a more diverse consumer base.

“We are looking at reaching not only breadth of age with trading cards, but also gender,” Gomez said.

That process is already underway. The WNBA is now one of the fastest-growing segments in sports cards, particularly among young girls.

And with the 2026 FIFA World Cup spanning the U.S., Canada, and Mexico, soccer is poised to surge next.

“Caitlin Clark, Paige Bueckers and Angel Reese have done wonders for the WNBA trading card business,” Howarth said. “Once it hits June, the U.S. marketplace is going to be taken over by soccer. Fans already know the global stars like Messi, but with the World Cup being held here, at least four or five players will skyrocket in popularity and get recognized.”



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Gold and silver sell-off gathers steam in correction after record highs

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Gold and silver sell-off gathers steam in correction after record highs



Gold and silver prices have continued to drop sharply in a “brutal” sell-off after hitting record highs in recent weeks.

The precious metals began falling on Friday in response to US President Donald Trump’s nomination for the incoming chairman of the Federal Reserve.

His choice for former Fed governor Kevin Warsh to replace current chairman Jerome Powell when his term ends in May soothed some investor nerves, which boosted the US dollar but saw appetite for safe-haven investments gold and silver slump in response.

Gold and silver suffered their worst trading days for decades on Friday and were down heavily again on Monday, with spot prices off by another 7% and 11% respectively at one stage.

Silver had plunged by nearly 30% on Friday and gold dropped over 9% in its worst one-day drop since 1983.

Gold and silver had been enjoying a record breaking rally as investors sought refuge amid global geopolitical uncertainty, conflict and tariff woes.

Ipek Ozkardeskaya, senior analyst at Swissquote, said: “The sell-off has been far more brutal than I, and many, expected.”

He added: “For silver, the rally on the way up was faster than gold’s, so the correction on the way down is faster too.”

Kathleen Brooks, research director at XTB, added: “If the sell off continues, then gold and silver are at risk of eroding their losses for the year so far.

“The historic move lower in silver prices has not stemmed a fall at the start of this week.

“Traders have not yet found a level that they are happy to buy the dips, and the timing of Chinese Lunar New Year in mid-February could accelerate the sell off, as Chinese traders reduce risk ahead of the holiday.”

UK and US stock markets are expected to open in the red on Monday, as the gold and silver rout has a knock on effect on mining giants, while Brent oil was also 5% lower.

Derren Nathan, head of equity research at Hargreaves Lansdown, said: “Mining stocks are likely to feel the heat as metal prices scramble to find a floor.

“Oil prices are also trending the wrong way for investors in commodity-focused companies.”



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Budget’s mild fiscal consolidation to be positive for GDP growth: Report

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Budget’s mild fiscal consolidation to be positive for GDP growth: Report


Mumbai: Lower revenue as a share of GDP has been more than offset by cuts to subsidies and spending on current schemes, leading to the smallest fiscal consolidation in six years, likely positive for growth, a new report has said. 

The fiscal consolidation for FY27 is the slowest in six years. And the budgeted disinvestment, which is a below-the-line funding item, is likely to see the highest rise in six years, the report from HSBC Global Investment Research said.

“The central government continues with fiscal consolidation, though signing up for a gentler path for FY27; the fiscal impulse will likely turn neutral after several years in the negative, and this should be good news for GDP growth,” the research firm added.

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The report said that the services sector was the focus of the Budget, “with ambitious plans and increased outlays for medical institutions, universities, tourism, sports facilities, and the creative economy.”

Urban infrastructure saw a renewed push with each City Economic Region (CER) set to receive get Rs 50 billion over 5 years.

Seven new high-speed rail corridors will connect major cities, the report noted, adding large cities will also get an incentive of Rs 1 billion if they issue municipal bonds worth more than Rs 10 billion.

The report highlighted policy priorities, saying, “new manufacturing sectors were given incentives, namely biopharma, semiconductors, electronic components, rare earth corridors, chemical parks, container manufacturing, and high-tech tool rooms.”

Direct taxes are expected to grow faster than nominal GDP while indirect taxes will expand more slowly, with gross tax revenues budgeted to rise about 8 per cent year‑on‑year, the report said.

Central government set a fiscal deficit target of 4.3 per cent of GDP for FY27 after a 4.4 per cent estimate for FY26, and nominal GDP growth was pegged at 10 per cent.



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India’s $5 trillion economy push: How ‘C+1’ strategy could turn country into world’s factory

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India’s  trillion economy push: How ‘C+1’ strategy could turn country into world’s factory


New Delhi: India is preparing for a major economic transformation. The Union Budget 2026-27 lays out measures that could make the country the top choice for global manufacturing using the popular ‘China +1’ (C+1) strategy. This comes as international companies rethink supply chains after COVID-19 disruptions, rising trade tariffs and geopolitical tensions.

India has positioned itself as the backup factory for the world that is ready to absorb international demand in case of any crisis in China or Taiwan.

The government has offered tax breaks for cell phone, laptop, and semiconductor makers, making India more attractive to foreign investors. Reducing bureaucratic hurdles for global firms, the budget also strengthens the National Single Window System to simplify business procedures. The message is clear: India is ready to step in as a global manufacturing hub, ensuring supply continuity for the world.

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The expressway to a $5 trillion economy

China presently dominates about 40% of global manufacturing. Its factories supply critical products worldwide, but 2026 is expected to be a turning point. Expanding influence and economic opacity have made global companies seek alternatives.

India has leveraged this moment, offering a comprehensive incentive package for foreign manufacturers. Analysts call it more than policy; it is a blueprint to become a $5 trillion economy and reclaim India’s historic position as a global industrial leader.

Why the world needs India now

The COVID-19 pandemic exposed the dangers of over-reliance on a single supplier. When China halted medical exports, nations realised the need for diversified supply chains. Major companies such as Apple and Samsung now see India as a dependable alternative.

China’s aging workforce and rising labour costs further enhance India’s appeal. With 65% of its population under 35, India offers a vast, skilled and affordable workforce for decades. The geopolitical uncertainty surrounding Taiwan, which produces 90% of advanced chips, has also created demand for a secure manufacturing backup. India is stepping in to fill that gap.

How India stands to gain from China’s challenges

India’s budget, 2026-27, slashes import duties on cell phone and laptop components, turning the country into a hub for component manufacturing, not just assembly. Electronics exports are projected to cross $120 billion by 2025.

The government has also launched a Rs 1.5 lakh crore semiconductor mission, attracting companies like Tata and Micron to establish advanced chip plants in India. In the chemical sector, stricter environmental regulations in China have shut down several plants, benefiting Indian companies such as Privi Specialty and Aarti Industries, which are now filling gaps in global supply chains.

Incentives for companies

The Production Linked Incentive (PLI) scheme promises cash rewards for output, covering over 14 sectors. This is India’s answer to Chinese subsidies. From land acquisition to electricity connections, the National Single Window System now enables businesses to clear all approvals through a single portal.

Infrastructure investment has also received a massive boost, with Rs 11.11 lakh crore allocated under PM GatiShakti. New ports and dedicated freight corridors are being built to ensure that exports from India reach the world faster and cheaper than ever before.

India’s moves points to a strategic shift in global manufacturing. By rolling out the red carpet for foreign companies and investing heavily in infrastructure, technology and policy reforms, the country is poised to become the go-to destination for global supply chains. The C+1 formula is not only a concept; it is a roadmap to turn India into the next industrial superpower and a $5 trillion economy.

 

 



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