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Trading cards are surging, with Circana reporting strategic sales up 103% year-to-date through August and non-strategic up 48%. Target says category sales have climbed nearly 70% and are on track to top $1 billion, while Walmart Marketplace cites a 200% spike and tenfold Pokémon gains. Retailers are fueling demand with weekly drops, bolder in-store displays and livestreams, even as many adults buy for themselves. Cards sell steadily beyond holidays; Pokémon leads, NFL and WNBA grow, and some buyers view cards as investments, prompting purchase limits at many stores.

Prepared by Christopher Adams and reviewed by editorial team.