Trading cards are making a major comeback, with sales up 103% for strategic cards and 48% for non-strategic ones this year. Target’s sales are up almost 70%, and Walmart saw a 200% increase in trading card sales, especially for Pokémon. Millennials and Gen Z are driving the growth, with some treating cards as alternative investments.

While trading card sales are booming, not everyone is convinced they will be a big hit during the holiday season. Pokémon remains a top performer, with sales exceeding $1 billion last year. Vintage cards aren’t as popular with younger collectors, who prefer contemporary releases. Target is capitalizing on the year-round demand for cards, with Pokémon and sports cards leading the way.

The trading card industry has rebounded since its near-collapse in the 1990s, driven by nostalgia, community, and investment potential. Cards offer a sense of belonging and camaraderie, with Pokémon cards proving to be a strong investment. Major retailers are focusing on building the category’s long-term future by offering exclusive sets and targeting a more diverse consumer base, including the WNBA and soccer markets.

Read more at CNBC: Target and Walmart trading cards growth like NFL for holiday season