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Why Now is the Time to Invest in Sports Cards

Why Now is the Time to Invest in Sports Cards

The elusive card I never found

Like many of you, I became obsessed with sports card collecting in the late 1980s. I’ll never forget the thrill of riding my bike to the corner drug store, buying packs of wax and ripping them open in the parking lot. I was always on the hunt for the Upper Deck Ken Griffey Jr. Rookie Card — and despite buying a hundred or more packs, the chase would end up fruitless for me.    

Baseball card trading was how I learned some of the basics of the investing world — buy low, project future value, sell high. I made some really stupid trades along the way (giving up my gem mint “Bo Knows” card for a beat up mid-career Hank Aaron card will always haunt me). But through those trades, good and bad, I learned a lot about entrepreneurship.

As with most of America, I lost interest in card collecting around 1992. My mom shoved my cards in big cardboard boxes, where they’d sit and gather dust for the next 25 years. I never gave the cards much thought, until a year ago, when my oldest son came home from a visit with grandma with some packs of 2018 Score Football Cards. “Wow, they still make these?,” I thought to myself. 

Memories of my worst trade ever

Opening those packs with my son reminded me of the fun I had as a kid collecting. As I looked closely at the cards, I realized how much better produced they were today than when I was a child. Soon after, I found the card isle at a local Target, and decided to buy some other brands (what were all these new brands I had never heard of?). As soon as I opened packs of Prizm and Donruss Optic, and pulled an auto and some parallels, I realized how much better — and more addicting — the hobby was today. Then I discovered online card breaks, and high-end sets like National Treasures and Flawless, and suddenly, once again, I was hooked. 

This time, though, I’m looking at the hobby through a different lens. In addition to being a ton of fun, I believe card collecting is a great investment right now. I believe we’re in the early stages of another golden age of the hobby. And I believe savvy investors who take a data-driven approach to collecting will make a lot of profit in the years ahead.

Over the next year, I’ll be investing a considerable amount of my own money into cards. I created this blog (and YouTube series and Podcast) to document my journey and share the opportunities I see. 

If you’re not convinced that sports cards are a good investment right now, here are some of the reasons why I believe they are:

Card Manufacturers Have Built Scarcity Into their Products

The reason why your cards from the late 80s and early 90s aren’t worth much is because the card companies overprinted them like crazy. When demand for cards increased during that time, so did supply. And why not? The card companies saw it as easy money. But when supply increased to ridiculous levels and demand started to wane, the bottom fell out of the market.

Serial numbers on modern cards ensure scarcity

Today, we’re somewhat protected against that scenario, especially with higher-end cards. The introduction of serial numbered cards has built scarcity into card issues, guaranteeing that print runs (at least of those cards) are limited. Scarcity, in any form of investing, is key to price appreciation, and the same holds true here. For some card brands, such as National Treasures, Flawless and Immaculate, every card is serial numbered. While they are very expensive to buy, I believe key cards in those sets stand the best chance to increase in value because they are protected from overprinting. 

Card Grading Adds Scarcity and Ensures Quality

Card grading is an investor’s friend

When I was collecting as a kid, card grading wasn’t a thing. Then PSA and Beckett’s BGS came along and changed the hobby forever. Grading ensures the quality of cards being traded, making it much easier to safely make purchases through eBay and other online sources. Also, grading itself adds scarcity, because it’s difficult to get a PSA 10 or BGS 9.5 graded card. PSA and BGS disclose how many cards they grade at each level, giving everyone an understanding of the total population size (especially for older cards, where it can be expected that most excellent condition cards have been graded by now). Even an overprinted card may be super rare in a gem mint form. 

It’s also worth noting that while prices for cards from the late 80s and early 90s tanked, the graded gem mint cards from that era never lost their value. In fact, because they were more scarce, many of the gem mint cards from the “junk wax” era rose in value each year while the rest of the market sharply declined.

Autographed Cards Also Add Some Scarcity

For most cards, autographs add value. Collectors like to chase key autographed cards in every new release. For the investor, collecting autographed cards also ensures a degree of scarcity and future price appreciation. Reason being, players, especially well established ones, are only going to sign a limited number of autographs per year, so their signed cards will always be somewhat rare.

When card companies can’t get enough autographs to keep up with demand, they’ll widen the checklist – meaning, they’ll have lesser players autograph cards just so they can claim a certain number of autographs in every card box. This won’t affect you if you’re buying key players on the secondary market, but if you’re buying boxes and ripping them open hoping to find a star autograph, they will become tougher to find as demand and print runs increase.

It’s a Liquid Market Now (You Can Actually Sell Your Cards!)

When I was collecting as a kid, Beckett was the holy bible of card prices. I remember excitedly checking my new issue each month to see which of my cards had increased in value, and by how much.

When Beckett was the king of card prices.

But, really, back then all Beckett did was give us a comparison value to our friends’ cards for trading purposes. If you actually wanted to sell your cards, options were limited, and you certainly weren’t going to get anywhere close to what the Beckett guide claimed your cards were worth.

Today it’s a very different story. Thanks to eBay, and other online marketplaces and auction houses, it’s actually easy to sell your cards. This has completely changed the game for those looking to invest in sports cards. It’s now possible to put money into the market, see price appreciation, and then cash out and enjoy your profits.

It’s Better than Fantasy Football

Fantasy football, and more recently daily fantasy sports, is a huge industry. And why not? It’s a lot of fun getting to play general manager and setting your dream lineup in hopes to win some money.

Guess what else allows you to play general manager and set a dream lineup? Sports card investing. And instead of just seeing your lineup on a computer screen, you actually get to hold the cards, show your friends and enjoy the cool autographs and memorabilia they contain. And, collecting cards give you a lot better chance of ending the season with a winning profit (that is, if you read this blog and make wise investment choices!).

Zion Mania is Coming!

Oh boy. Zion is coming. And he’s going to change everything.

Zion mania is coming!

Never in the history of sports has any new player been as hyped entering their league as Zion Williamson. You could argue that Lebron had massive hype when he started, but that was before the age of social media and he didn’t spend a year in college capturing the nation’s attention. Zion’s hype train is running even stronger. 

What does this mean? Basketball card collecting is about to blow up this Fall and Winter.

What should this mean for you? Invest now and make money on the appreciation.

Zion Aside, the NBA is Really, Really Interesting Now

Kawhi and Paul George in LA? Competing against Lebron and Anthony Davis on that other LA team?

Kevin Durant in New York (well, Brooklyn)? With Kyrie?

Interest in the NBA will be the highest ever. Card prices will be the highest ever, too.

It’s a Safer Form of Sports Betting

Sports betting is starting to sweep the nation. Did you know that in May, 2019, for the first time in history, more money was bet legally in New Jersey than Nevada? Other states are seeing that success, and it won’t be long until sports betting is legalized throughout the nation.

With that will come a new wave of sports bettors. And they’re all about to learn a hard lesson – it’s really hard to make money betting on sports. The sports betting market is very efficient. There is so much attention paid to it and so much money being bet that point spreads are often right on point and are frequently hard to beat.

You know what’s not nearly as efficient of a market? Sports cards. Not as many people are paying attention, and there are a lot of people in the market who aren’t very sophisticated about when or who they buy and sell. That means opportunity is abound for a savvy investor.

When Past Collectors Rediscover the Hobby, They’ll Love It

Everyone and their brother collected cards in the 80s and 90s. It was fun. People loved it. Most of those people have forgotten about the hobby, much as I had, until I was recently reintroduced to it by my son. Then I became hooked again.

My story is not unique, and every day collectors from the past are rediscovering the hobby. When they do, I think most of them will love it again, just as they did when they were a kid. The number of card collectors has already been steadily increasing the past few years, and I expect that to accelerate in the months and years ahead. More people in the market means more demand which means prices will increase.

Finally, Sports Cards are Even More Fun to Collect Now!

Have you seen how awesome cards are today? Good god, look at these things:

Wow. Who wouldn’t want to collect those?

Now, with all of that said, it’s important to understand that sports card investing (and investing in collectibles in general) is a very risky form of investing. It’s based on the speculation that interest in sports cards will continue to grow and the sports card market will continue to rise. While I think this will happen in the near-term, market conditions could quickly change. For example, if the stock market or job market turns south, discretionary spending could dip, and sports cards could see a large drop in interest and prices. So, invest carefully and know the risks involved.

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View Comments (42)
  • I am so happy I saw this article as I go through YouTube nearly every single day watching people opening these thousand dollar boxes of basketball cards, that I am so jealous I can not afford at the moment, even though I have been back into the cards for about 8-9 months now like you haven’t touched them since the Griffey Jr. Era.. I think the game has changed and in my opinion like I tell everyone, I don’t care what sport card you have now days it will sell on some website just time and patience is all, but the upcoming stars my of my!! It’s a hot topic, numberd, aoutos, jersey patches, cards are absolutely beautiful and amazing. I even saw the flawless cards with cleats and the knob of the bat. I mean the list goes on. I am so amazed of the cards that I have today, I have made some mistakes but I have learned my lesson and I k kw what to look for, Yes I think it depends on the player, but how can today’s cards not be valuable, increase in value, or sell right away!! Just do your research, I hung out at the card shop for 3 months, I caught on and started hitting the Luka doncics select.. Trea young, the Chronicles, prizms.. I caught on fast.. I absolutely love it and plan on spending around 3-5 grand on cases of my favorite box.. I think it is a very wise investment and you can make money and also have a awesome time doing it.. That’s just some of my input on the sports cards theses days. I’m off to get a box of cards today.. Thanks Jeremy….😀

    • Hi! I’m just getting back into sport cards collecting. Where do you buy your new cards, which website or store? And where does one find pricing/worth of old cards?

      Thank you! Have good day


    • Honestly, You shouldn’t think of buying boxes/cases of cards as an Investment. It’s a risk just like gambling and while you may hit a hot streak, eventually those cases will be duds. Invest in Players Rc cards. That is all. Go to eBay and just bid on the ones you want from products you normally break yourself . You will save more money in the end if you’re willing to spend 5k per month on cases of unopened product. Buy singles

    • What about buying u undervalued hobby or mega boxes..plenty of deals for 2012-13..and 2017-18..I missed out on those years for Prizm but was fortunate enough to load up on 2012 and 2017 Hoops in January…two great draft years…no guessing on 2012 Rookies and 2017 Draftees are alresdy established with plenty of room to move on certain rookies…Hoops is a great product with the color variants and red backs…Teal Explosions have been exploding all over the place. Good luck with your collection…like art, always buy what you like…you’ll have winners and losers but you’ll always enjoy your favorite players. Best regards!

  • I’ve started collecting for a few months and love the cards available, they are beautiful. I can’t buy the new boxes when they drop so I’ve been targeting single auto cards on ebay and cards I like to get the most value for my bucks. Overall I am having a lot of fun collecting Basketball cards and will continue it in the future.

  • Great read!!! I have been collecting for 25yrs and, yes, most of my cards are from 80’s n 90’s n early 2000’s. I was super excited when the card companies started individually number rare cards and hoped the market one day would make a come back. Like a child I still get excited to open packs lol and hunt for the big hit.


  • If you do your homework and buy and sell at the right times you could possibly end up making a great deal of profit. Certain cards hold certain nostalgia to some collectors. The 90’s is when the short print came into being with the Pro Set issuing the Stanley Cup Hologram and following that with football’s Lombardi trophy hologram. These cards we’re printed in the thousands and still carry a hefty price tag. The one thing the collector needs to be aware of buying offline is that it’s a place where I can see a potential for theft by deception. A lot of counterfeits do exist on site like eBay and all that’s done is the word reprint has to be used to sell. That doesn’t stop some people from still listing it as a reprint claiming they had come upon a large collection of some sort and leading one to believe it could be the real deal. And these people are getting sells this way. I would like to see a marketplace free of these sort of seller’s.

  • I just recently got back into the hobby since a long 8-year hiatus. I sold my entire collection off and regret it, so am starting back from scratch. This time, however, I am taking the hobby much more seriously on a investment perspective. I am carefully investing in graded cards, mostly graded 9 and up of 80s, 90s and today’s rookies/autos. The stars that are big in baseball and basketball right now are off the charts! I agree with Dean Carlstrom, though: the vintage era is the way to go for long-term investing purposes. As much as I love hunting the new star rookies, the heart of my collection lies within the vintage era of already famed Hall of Famers. I also do 70s vintage when I can, but believe me, if my finances are right and I get a chance at a nicely graded Mantle or Mays, I’ll take it. In fact, any Hall of Famer is nice to buy already graded, rookie or not. That’s my investment strategy and I’m sticking to it!

    • @Nathan. First of all buddy I think you are once again looking at sports cards the wrong way. If you are looking to invest and make a quick buck its just not going to happen. Go on ebay right now I dare you try to get a deal lets say on a Aaron Judge or Ohtani and try to resell it and make a profit. I will bet you your going to lose at least 10%. Brother its about the passion. I’m telling you because I came into the hobby looking to make money and it made the hobby turn into a chore and a job where i was losing money. Collect your favorite product and go from there. Remember the top companies have the STRANGLEHOLD ON THE HOBBY AND THEY WILL NEVER LET UP. Please newbies to the hobby don’t get into this thinking you will make money you will get burned everytime. Collect hall of farmers, vintage stuff, new #d, autos, graded cards. Also if you buy raw your again probably going to be scammed or upset you did.

  • I have thousands of cards I’d love to get rid of. I’ve been working on them for years trying to separate then into players and put them in sleeves in notebooks. The cards are in very good shape. Most of them are 80’s and 90’s and early 2000. Alot I open packages just to see what was in them so they are in excellent shape.i have many ken griffey jr cards also the michael jordan cards plus all the other players also. I know I have high dollar cards just not sure who they all are. it takes forever to try find value of cards. There is so many different prices on same card from different people that i have no idea the true value of them. If anyone interested in taking all at once we could work out a good fair price for them. There is probably 20 thousand cards if not more.

  • Hi Debbie,
    I would be interested in taking a peak. If you’re interested I can go be you my contact info. The easiest way to get started would be to probably take 10-20 pictures of your collection and I can provide some feedback on potential value and my interest level. I can also provide you with some other alternatives for selling. Thanks! Scott

  • I just purchased off eBay today 8 different Luka Doncik rookie cards for between $3-$20 a piece. The guy is 20 years old averaging 30/11/10, and his rookie cards are really starting to go up in value.

  • Right idea Nathan, the vintage era has only Topps/Bowman and one or two cards per year. Stick with HOF superstars of all major sports that have great eye appeal. I prefer graded because so many are trimming or adding coloring to make them seem in better condition. Time will tell!

  • I have lots of 80-90 cards,including Ken Griffey Rookie. Cards ,Mark McGuire USA Card,Barry Bonds,Frank Thomas Rookie Card and Basketball Cards. Some in plastic and have some in albums. Would like to know best way to sell them. Can I take pictures and text them to you.

  • I too got back into colle ting about a year and a half ago. For anyone that’s interested in buying, I have approximately 20,000 cards from the wax era and another 15,000 or so from the last few years that are for sale due to me just having had a fusion back surgery. I’d be more than happy to send pics to anyone interested. Or, If you live in the Phoenix Arizona area, we can setup a time for you to see them in person…

  • I bought a 2003 Lebron James BGS 9.5 topps chrome rookie in 2005 for 100.00 now it’s worth 1100.00 not going to sell it will just go up in value

    • Not bad…that’s about 17% compound interest per year…better than the stock market’s historical average…
      I just purchased 10,000 cards from my neighbor…..full sets from 1979 – 1993. It also included some loose cards from the 70s and the oldest I have found so far was from the 1950’s but nothing special…condition wasn’t great.

  • Please don’t buy cards at local stores such as Target,Walmart etc. people cheat and patch search those and it’s a shame. I believe I seen that there is even a subscription you can pay for and it tells you which card packs hold hits. The cards are great and a lot better than the 80’s-90’s. But either buy live breaks on eBay or trust a card shop that may or have not searched themselves. But that would hurt business if nobody pulls a hit. But if you’re starting this as a hobby and enjoy it. Buy what you love. If it’s an investment as the the author spoke of. Buy auto Rookies, Auto’s on up and coming stars and try to get SP/numbered cards. The better the make the more value it holds. 3 years ago I bought a lot of autograph cards and it was like 15 cards for $30. I ended up getting a Cody Bellinger autograph Elite numbered card. This year sold it for $350. On EBay be careful of scams and fake cards and fake autograph cards. They do sell a lot of them. Stay with cards that have a legit COA PSA/DNA, Beckett, Steiner, JSA. Or the card has it written on the back from the manufacturer. Be careful on sending cards to PSA/DNA and Beckett. They grade hard and when you think your card is mint it could come back an 8.5. I’m just saying be smart.

    Either way if you’re getting back into it as strictly a hobby, you’ll have a great time.

  • I have a out 4000 sports cards of players as far bk as ty Cobb hank Aaron honus Wagner Johnny bench catfish.just to name a few I got nolan ryan bo Jackson reggie. Ken jr. Willie mays. warren spahn yogi Berra Joe DIMaggio Roberto Clemente reggie Smith bob gibson. Just to say I got cards with players from late1897 to todays date. But how does any body trust someone to grade a card. From what I seen is guys grade them low an then purchase them an regrade them to the true grade. But I have football basketball hockey golf baseball. An a few odds an end ones also. To be honest I have so many I haven’t seen them all. Out of 6 boxes I’ve been through some golf an baseball. So if I can find a serious buyer with a fair price I’d sell them all today

  • What would you recommend as a great box of baseball cards to buy – not horribly expensive – with the potential for some really fun finds? Like games used materials and signatures from some really great players. I love to keep that stuff, not sell it. Thanks!

    • 2017 and 2018 Bowman Chrome and 2018 Topps Update have potential. Missed out on 2016 Bowman Chrome. A few cases may have paid off my mortgage in 10 years.

  • Man I’m ready
    Content content content!
    Exposure and these cool breaks I’m just discovering on YouTube and the community is awesome. Like most, I haven’t bought a pack since like 99 and was so confused at target just a couple weeks ago.
    I bought a few packs of panini prizm. 4 cards in a pack, lol, but they passed the eye test from the rest.
    Beautiful cards! I wanted a Ja or Zion bad! Cam Reddish is not bad but you know.
    I pulled 2 Lebron James but didn’t think nothing of it because I’m originally from Chicago and he’s not a rookie.
    One is the base silver I believe but the other one was the same but purple. Even more beautiful lol.
    I look on the back and it’s numbered 23/35. I’m like cool. Never had that luck in the 90s. Towards the end I did pull a McGuire piece of history but ended up selling it. Never did I get that Griffey Jr UD rookie.
    So I start googling. I googled a lot and it appears the card is not too shabby. So dope.
    Anyways, my journey trying to price this card has opened my eyes to a whole new world of cards and collecting like YouTube and EBay. Beckett truly does not exist lol.
    Great article and I agree. The industry is looking good and i want to be a part of it.
    Have fun and would love to help or collab somehow

  • I have several cards from the 80s and 90s that I am trying to get rid of. So leave reply on what you are looking for . See if I got or can get. Thanks a bunch

  • If you plan on collecting anything, make sure you keep track of every card you buy ‘have . I inherrited an entire collection of every card possible , very expensive 1 of a life time cards!! I was waiting for my son to turn 21 to give them to him.The day I decided to take them out they were gone . Out of about 30 albums I only had 1 sheet from each .Only I know my albums but how to prove it? How do I prove that my cards are on YouTube with someone else showing them off ? It hurts me just to think about it . Watch out for scams . My husband felt bad and bought me some cards and I didn’t have the heart to tell him they’re all copies 😔

  • Thanks for the article I just started collecting cards again to but I still have a ton of cards from the 70s some from the 80s 90s and so on I have a lot of rookies multiples hopefully one day I’ll be able to retire on these things I think my most valuable is my O-Pee-Chee rookie of Wayne Gretzky the blue card I read that a grade 9 of the same card went for a little over four hundred thousand at auction recently….keep on collecting everyone

  • Thanks for the article. I have mostly baseball cards from late 80’s to early 90’s and for some reason I stopped collecting. Last Christmas I came across a set of ’91 Bowman football cards at a Goodwill store for $5. That stoked the fires again for investing. I began to watch YouTube videos and learned so much in the matter of a couple of days. This week I bought all of the packs of football cards that were marked on clearance at a Wal-Mart. Here are some of my pickups: Lamar Jackson rookie, Brady, Rogers, Jerry Rice, LT among others. My next step is to submit my first candidates for grading. Can’t wait! Thanks again!

  • I have all kinds of cards from baseball , to football and basketball from all kinds of years from Shaquille O’Neal rookies to anfernee hardaway David Robinson on basketball, got some Joe Montana , Jerry rice Barry Sanders Tom Brady Steve young and so on football and all kinds of baseball from lot of Nolan Ryan Barry bonds Ken Griffey, mark mquire, Frank Thomas ,Juan quanzalez an so on have alot of Michael Jordan cards also to many really to name just curious were a guy could sell them

  • Seems like every card and autograph pictures I bought on eBay that cost a few bucks came with authenticity that were bogus,learning that when I “tried” to sell a few…seemed like eBay was just in for the money and everything else was out the window…then there’s the good players cards I bought,Barry Bonds,Alex Rodriguez,etc that were going for a pretty penny,but then they get caught doing whatever messed up things they did in baseball,the cards weren’t worth squat anymore…let alone when the bottom dropped out on all of sports memorabilia,my time has came and went…and then the Beanie Babies craze…

  • Hello all, my name is Dwayne. I’ve been collecting cards about 5 Years . Alot of my cards are from 1960 to present. Topps,fleer , bowman, score, donruss,pacific, and a few others.
    If anyone is looking for a specific card or cards, please contact me. If i have what you are looking for, we may be able to work a deal out.

  • I used to collect football cards back in the 80’s and 90’s.
    Eventually, I got too busy with life to keep up with them! But, during that time, I had a patient who owned a sports memorabilia store. He traded sports cards with me in exchange for dental work! I never had them graded.
    I have the Bo Knows and the Ken Griffey rookie card from both the Donruss and the Upper Deck collections.
    I also have a Willie Mays 1967 Topps #200 and 1955 Topps #5.
    As for football I have Gale Sayers NFL #38 and Joe Montana 1981 Topps #216.
    There are several other individual cards both baseball and football and the full sets of 1984 Topps football, 1988 Score football and 1989 Topps football.
    So…. if you know anyone interested please let me know!

  • I have 93 Jordan’s in sleeves,plus alo th rookies like barkley,pippen,malone,wilkimcs,bird,magic, etc. Plus alot all stars,mvp,and rookies like griffey,s nolan ryan,sosa ,bo Jackson, consequo ,bonds,alomar,Mattingly etc. Where can I sell it auction them off. Please email me at

  • I have pulled my 1970’s cards out and completed the 1979 opc hockey set, bought a nm7 OC Gretzky and 16 other cards to complete it. I am now in the process of improving on the set, focusing on the “star” players like Lafleur, Dryden, etc.. I’ll be coming in to some money in a couple of years and may go bigger on the Gretzky. I have sent 3 cards to be graded, Howe, Hull and Bossy in addition to some Orr cards. I plan on holding on to these cards for another decade. No plans to purchase newer cards. I have the 1991 Lindros #329 Gem Mint 10. Went from package to protection day one. To bad it is not worth much but who knows in another decade. It’s fun. I recall playing games in grade school where we would pick cards we wanted from each other and then, “flick” lesser cards from about 4 ft from a wall, who ever was closest got the card they wanted and those that were, “flicked”. Like the card game of War ties would result in more cards being, “flicked. The haul could be grand or not. The only problem being hindsight. Damaged quite a few. Good times. Good luck with your collecting.

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