Cardboard Gold - Why Collectors are Cashing in on Trading Cards

When it comes to investing, with markets changing overnight and cryptocurrency values going up and down like a rollercoaster, many people are looking for something a little more grounded. And right now, there’s an unlikely contender making waves - trading cards.

From sports stars to beloved anime characters, trading cards are about far more than just childhood nostalgia. They’re increasingly being recognised as a tangible investment with real long-term potential - and, crucially, a low barrier to entry. You don’t need to be a millionaire to start, you only need to pick up a few packs and go from there. Unlike digital assets such as NFTs or cryptocurrencies, trading cards are tangible, giving them a built-in sense of scarcity and authenticity. You can physically grade, display, and trade them and that can create real-world demand. This tactile nature adds to their long-term value, making them easier to buy and sell compared to digital-only assets.

And the numbers speak for themselves. In 2024, the global trading card market was valued between $1.1 billion and $1.3 billion, with analysts expecting it to surpass $1.4 billion this year (Market Decipher). Over 20 million trading cards were professionally graded in 2024 alone (Sports Illustrated), a sign that more people are taking cards seriously as an alternative asset. Rare cards like a PSA 10 Michael Jordan rookie, which sold for $48,000 in 2019, reached an eye-watering $738,000 by 2021. Meanwhile, Pokémon continues to break records, with a 1st Edition Charizard selling for $336,000 in 2022. Just last year, a rare Messi-Ronaldo Dual Auto 1/1 Superfractor card was handed over for consignment at the London Card Show. Bought for just £27, the card sold for a whopping £67,000 in September.

The most recent London Card Show, in May, saw more than 1,000 trade tables and some of the most valuable cards ever displayed at a UK event, including a complete PSA 10 Pokémon Skyridge set valued at $100,000. Lamine Yamal cards are seeing a rise in value too, with more expected to be on the market soon. In fact, a Lamine Yamal card sold for an eye-watering $395,000 at Goldin Auctions earlier this year - a clear sign of the young footballer’s popularity when it comes to trading cards.

What makes the trading card market particularly attractive is its resilience. During the COVID-19 pandemic, as traditional financial markets struggled, the trading card market surged. Collectibles, especially rare and graded cards, proved to be a safer investment in uncertain times, and the trend hasn’t slowed. Industry analysts, as well as grading companies like PSA and auction houses like Goldin Auctions, are reporting strong demand in the trading card market, suggesting the trend hasn’t just stuck around - it’s grown.

“With all the economic uncertainty in recent years - from Brexit to crypto crashes - a little bit of cardboard might seem an unlikely safe haven for investors, but trading cards have proven to be surprisingly resilient,” says Harry Reynolds. “They bring real joy, a strong sense of community, and more and more people are now realising there can be a serious financial upside to collecting them, too.”

The London Card Show returns this August (from the 15th -17th), bringing thousands of collectors, traders, and investors together under one roof. Next April, it moves to Excel London for its biggest event yet. Whether you collect cards for nostalgia, the thrill of the chase, or you’re hoping to turn a hobby into a high-value portfolio, one thing’s clear – they're no longer just for kids.

For more information and tickets, visit www.londoncardshow.co.uk.

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Editors notes

Founded in 2021, the London Card Show was set up with a singular mission: to bring card collectors of all types under one roof. What initially began as a gathering of 10 tables and 40 attendees has since blossomed into a spectacular weekend-long event, attracting over 4,000 enthusiasts from across the globe. Their journey has been ignited by the passion of fans, having recently been crowned the UK’s Card Show of the Year!

About Harry Reynolds, Founder & CEO of the London Card Show

Harry Reynolds, a natural-born entrepreneur, embarked on his journey at a young age, continually seeking innovative ways to seize opportunities and bridge market gaps. His passion for trading cards began during university, where he turned a £10 investment into an impressive £10,000 after discovering the value of cards. Harry's YouTube live streams and TikTok presence catapulted him into the UK card community, where he gained recognition for his unique trading card mystery box breaks. With unwavering determination, he pioneered the London Card Show, and saw it evolve from a small gathering to Europe's largest card event. Harry's dedication has led to global recognition, and he remains committed to fostering a welcoming and inclusive card community for enthusiasts of all backgrounds.

About Katie Hughes, Chief Operating Officer at the London Card Show

Katie Hughes, driven by a passion for creativity ignited during her school years, found her true calling in the world of marketing. After a marketing degree at university and six rewarding years within Hard Rock Cafe's marketing department, she embarked on a remarkable journey with the London Card Show. Initially unsure of what to expect from the card industry, she quickly fell in love with it. Her marketing strategy thrived on ingenuity, emphasising community engagement over traditional methods and achieving an exceptional 7% engagement rate, far surpassing industry standards. Her dedication and vision were instrumental in propelling the London Card Show to unprecedented success, doubling attendance and vendor tables within a year. Her dedication to her role, her family's support, and her commitment to the event's success have made her an indispensable asset to the London Card Show's remarkable transformation.

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