Insider Tips from the CEO of Europe’s Largest Trading Card Show on How to Collect Cards

[London, UK – January 2025] – What began as a simple conversation at a family dinner has turned into Europe’s largest trading card event, all thanks to Harry Reynolds. In just three short years, he has transformed the London Card Show (LCS) from a small, niche gathering of just 40 people, into a global phenomenon, attracting more than 7,000 attendees from across the world. On 8th and 9th February 2025, the 15th edition of the London Card Show will take place at Sandown Park Racecourse, Surrey, marking its biggest event yet.

From its humble beginnings in 2021, when the first event hosted just 10 tables and few attendees, Harry, an ace collector himself, has grown the London Card Show into a must-visit event for the UK's trading cards and collectibles community. The show caters to all interests, including sports like Football, Basketball, NBA, F1 and Cricket along with Anime like Pokémon, Yu-Gi-Oh!, One Piece, Disney Lorcana as well as other pop culture favourites. Suitable for all ages, the London Card Show is a haven for collectors, traders, and enthusiasts. 

Anime’s explosive popularity in the UK, as seen with shows like Pokémon, Attack on Titan, My Hero Academia, and Demon Slayer, has fuelled a surge in interest across multiple industries, including trading cards. With streaming platforms like Crunchyroll, Netflix, and YouTube making anime more accessible to a wider audience, the demand for anime-related products has soared(1). According to the NPD Group, sales of anime merchandise, including trading cards and collectibles, have experienced double-digit growth across the UK in recent years (2).

One of the most fascinating trends is the rise in young people investing in trading cards and collectibles. Research by Investec Wealth and Investment reveals that 1 in 10 adults now invest in luxury goods, with cards, comics, and collectibles ranking third among the most popular investment categories. Collectibles, including limited edition items like Pokémon cards, vinyl records, and classic trainers, appeal to young investors looking to make future returns on relatively low-cost investments (3).

"Cards and collectibles offer a more affordable entry point for younger investors compared to traditional luxury items like art or watches," says Harry Reynolds, CEO of the London Card Show. "It's become more than just a hobby – it’s now an investment opportunity that people of all ages are exploring."

Trading card collecting is seeing a big high in 2025, with fans of Pokémon, sports cards, and other TCGs joining the community in record numbers. For those new to the hobby or looking to refine their skills, Harry Reynolds shares essential insights on how to get started, avoid common mistakes, and ensure your collection is both valuable and authentic. 2025 is an exciting time to start collecting cards, with the market growing and rare cards fetching record prices. With the right strategy and a focus on long-term growth, collectors can maximise their experience.

5 Essential Tips to Follow Before You Start Card Collecting

1. Start With What You Love

The most important rule for any collector is to focus on cards that excite you. Whether you're passionate about Pokémon, football stars like Lionel Messi, or rare Magic: The Gathering cards, collecting should be fun.

Why This Matters:

“When you focus on themes or sets that you love, you’re more likely to stay engaged and motivated. Plus, your personal connection to the cards will make the hobby more enjoyable in the long run. At trading card events, you’ll have access to a wide range of card types, so you can explore different sets and decide what excites you the most.”

2. Learn the Basics of Card Grading

Grading is key to understanding a card’s value. Companies like CGC, PSA, and BGS provide professional grading services, evaluating a card’s condition on a scale from 1 to 10.

Why This Matters:

“The grade a card receives can dramatically affect its value. For instance, a CGC Pristine 10 Alpha Black Lotus sold for £2.45 million ($3 million) in 2024. Even slight differences in condition can separate a £100 card from a £1,000 card. Beginners can take advantage of grading services at trading card shows to learn firsthand how this process works and use their service, for example Ace Grading will be at the London Card Show for grading services.”

3. Set a Budget and Stick to It

It’s easy to get carried away with card collecting, especially when you see flashy rare cards or hear stories of massive sales. However, it’s important to set a budget and stick to it,especially in the early days of your collecting journey.

Why This Matters:

“While there are million-pound sales like the LeBron James Rookie Patch Autograph, the average collector’s budget should be more grounded. By setting a clear budget, you can focus on building a collection that grows over time without feeling financial pressure.”

4. Research Before You Buy

Take time to research the cards you want to collect. This includes looking up market prices, understanding rarity, and checking the condition. It can be tempting to rush into a purchase, but a little patience can go a long way.

Why This Matters:

“Research helps you avoid overpriced purchases or buying fake cards. For example, a Messi-Ronaldo Dual Auto 1/1 Superfractor consigned at the London Card Show, pulled from a set purchased for just £27, got valued for £100,000 after research by Goldin, the holy grail in card auctions and also one of the main sponsors of the event. Events like the London Card Show give you the chance to chat with seasoned collectors and learn from their experience, making it easier to make informed decisions.”

5. Join the Community

Trading card collecting is not just about the cards—it’s about being part of a passionate community. Whether you're attending shows, joining online forums, or following social media accounts dedicated to card collecting, connecting with others will help you learn faster and grow your collection.

Why This Matters:

“By connecting with other collectors, you can learn new tips, get advice on where to find deals, and even trade cards.”

5 Common Mistakes People Make While Buying Cards and How to Avoid Them

Collecting Pokémon and sports cards can be an exciting and rewarding hobby, but it’s easy to make mistakes that could cost you in the long run. 

1. Not Checking the Condition of the Card

One of the biggest mistakes collectors make is overlooking the card’s condition. Even a small crease or off-centre print can drastically affect the card’s value. Always inspect the card closely. Look for damage such as scratches, whitening on the edges, or surface wear. 

2. Buying Without Researching the Market

Impulse purchases without understanding the current market value of a card can lead to overpaying. Before buying, research recent sales of the card on auction sites or platforms like Goldin. Attending events also provides a great opportunity to talk to vendors and other collectors to get a sense of current prices. It’s important to compare and ask questions—don't rush into a deal.

3. Failing to Verify Authenticity

Fake Pokémon and sports cards are a real problem in the market, and buying one could be a costly mistake. Always check the authenticity of a card. For Pokémon cards, inspect the holographic features and the quality of printing. Sports cards should be checked for watermarks, serial numbers, and proper printing techniques. 

4. Ignoring the Seller’s Reputation

Buying from unknown or unverified sellers, especially online, can put you at risk of getting scammed or purchasing fake cards. Buy from reputable sellers with good feedback, particularly those who have sold valuable cards before. At the London Card Show, all vendors are vetted, and the community of collectors and sellers adds an extra layer of trust.

5. Not Considering the Long-Term Value

Some buyers focus solely on what’s hot right now without thinking about the long-term potential of a card. Fads come and go, but some cards appreciate in value over time. Do your homework on the card’s long-term potential. Rookie cards, first editions, and cards tied to significant events or milestones tend to hold or increase in value. 

15th London Card Show

When compared to the Nov 2024 edition, the February 2025 event has nearly doubled in all areas, with a surge in vendor participation, attendee numbers, and space. Due to the ever-increasing number of attendees, the upcoming show will have another trading floor to accommodate the multitude of tables, vendors, and enthusiasts from all over the globe. 

The show hosts a large variety of stalls catering to all interests, including cards and collectibles in a variety of Sports, Pokémon, Yu-Gi-Oh!, One Piece, Disney Lorcana and other pop culture favourites.

Fans at the show will also get an opportunity to get autographs and engage in an exclusive meet and greet session with:

• Matthew Sussman, the official voice of iconic Pokemon character Meowth - one of the few Pokémons who can talk, and a key member of Team Rocket in the long-running Pokémon anime series. Flying in from America, Sussman will connect with fans during meet-and-greet sessions and a special Q&A, where he’ll share insights about his experience working in the cult animation, and voicing Meowth, a character beloved by generations.
• Saheed Adebayo Akinfenwa - Former English footballer who has played for clubs such as Swansea City, Millwall, Wycombe Wanderers, and AFC Wimbledon.

The event will offer attendees a large variety of engaging activities, competitions, and collectibles, as well as an exciting lineup of Q&As, panels, and discussions with experts and special guests on the main stage. The main stage activities include a Whatnot Live Stream, Topps collection box breaks, the Pokémon Trainer Challenge, etc.

Back by popular demand at the November show will be; the Kids Zone, Trade Zone, Live Streaming Zone, and the Retro Gaming Zone. The Retro Gaming Zone will feature childhood video game classics such as Pacman, Street Fighter, Mortal Kombat, NBA Jam, Sonic the Hedgehog, and many more. The popular Trade Night will take place on Saturday evening offering collectors the chance to socialise and trade cards in a relaxed setting.

From kids just starting their card-collecting journey to seasoned investors hunting for rare finds, London Card Show provides a community-driven atmosphere where enthusiasts and families can bond over shared interests.The event continues to evolve with each edition, cementing its status as Europe’s leading trading card event and a must-attend event for UK trading card community.

Ends

Editors notes

Notes to Editors

For media enquiries or interviews with founder & CEO Harry Reynolds and COO Katie Hughes, please contact gazal@plus1comms.com.

For tickets and more information, visit the official London Card Show website at www.londoncardshow.co.uk.

Sources

1. Mercer, C. (2018). “The evolution of broadband in the UK: Development, impact, and future trends”. London: Palgrave Macmillan. 
2. Annett, S. (2014). "Transcultural Animation Fan Communities." 
3. Investec Wealth and Investment. “One in ten adults are ‘magpie investors’, investing in luxury items for profit.”

About London Card Show

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 7,000 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!

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.

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.