Since its invention, Wall Street has dictated what counts as a “real” investment.
Stocks? Absolutely. Property and real estate? Of course.
But trading cards? Too sentimental. Too niche. Too “hobbyist.”
That outdated perception is shifting fast. As tariffs begin driving up the cost of imported goods, consumers are increasingly turning toward domestic assets already here — resale markets, collectibles and trading cards are seeing a surge in demand as investors seek out alternatives beyond the traditional mix of stocks and bonds.
Collectibles have emerged as a legitimate asset class: a $600 billion+ global industry, with trading cards alone valued at more than $15 billion as of 2024.
These are no longer just nostalgic artifacts — they’re financial instruments with real staying power.
Trading cards share many characteristics with assets banks already recognize as legitimate investments.
Long before blockchain promised digital scarcity, cards were verifiable, limited-edition assets with authentication and passionate collector bases.
Unlike many speculative digital assets, trading cards have survived recessions, inflation, market crashes and now a tariff-driven economy — proving their resilience.
At Alt, we’ve tracked millions of transactions across graded trading cards on major marketplaces, and the data tell a compelling story: The trading card market is not only vibrant — it’s growing.
In 2024 alone, graded-trading-cards transactions (across markets) grew by 17.8% compared with 2023 and by 68.7% compared with 2021, reflecting steady and sustained interest in the category over the past four years.
Total transaction value also grew by 10.35% year-over-year from 2023 to 2024, signaling buyers’ increased confidence and participation.
Particularly notable is the momentum in the sub-$1,000 category, where both transaction count and value grew by nearly 18% — a clear indicator trading cards remain accessible, investable and relevant to a broad range of collectors and investors alike.
Nowhere is this growth more apparent than in Pokémon cards, whose worth has risen significantly recently — our data show the overall value has increased by nearly 20% over the past few months, with some individual cards experiencing price surges of up to 150%.
This trend underscores the growing recognition of trading cards as viable alternative assets in today’s market.
As avid collectors, we’ve been trading cards since childhood.
Back then, it was about scraping together the cash to buy the must-have cards, but over time, it became clear — we weren’t just collecting, we were investing.
Leore began strategically acquiring Kobe Bryant cards in 2016, using platforms like eBay to spot undervalued assets. A $15,000 investment grew into $15 million — not by luck but by data-driven strategy.
For investors seeking liquidity, trading cards provide entry points at almost any price level.
While seven-figure Mickey Mantle and Pokémon Illustrator cards dominate headlines, investment-grade cards in the $1,000 to $10,000 range make them more attainable than commercial property or fine art.
As traditional goods and imports are becoming more expensive and less accessible, collectibles offer a rare edge: They’re already here.
Resale markets are surging as buyers turn to high-quality domestic assets that don’t come with the uncertainty of international supply chains or price instability.
Trading cards — with their well-established market history, institutional-grade infrastructure and proven resilience — provide a very attractive solution for those looking outside traditional markets.
The next time someone pitches you a digital collectible, remember: The original NFTs (non-fungible tokens) have been sitting in protective cases and trading on vibrant marketplaces for decades.
Often, the most revolutionary investment opportunities are not new technology but old assets viewed with fresh eyes.
With tariff pressures mounting and resale business booming, the market isn’t waiting for banks to catch up — and neither are we.
Leore Avidar is the founder and CEO of Alt, a platform transforming how alternative assets are bought, sold and stored. Alexis Ohanian is the founder and former executive chair of Reddit, now founder of Seven Seven Six and an Alt investor and board member.
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