A Pokémon Card Frenzy Has Gone Too Far: Why Millennials Can't Even Get Their Hands on Newly Released Cards Anymore
Millions of people still hold fond memories of playing the original Red and Blue games or trading Pokémon cards in school playgrounds, but the franchise's rise to fame has led to a bizarre phenomenon. The resale market for Pokémon cards has skyrocketed, causing a shortage that's pushed even new cards out of reach for kids who want to collect them or play the game.
The situation is so dire that it's become a speculative stock market, with adults snapping up every available card they can get their hands on. This has led to scalpers queuing outside shops, hovering around shelves as they're being restocked, and buying up entire boxes of cards to resell them online for massive profits.
"It's like a game where you have to predict what the next rare card will be," said Finley Pink, who traveled to BathTCG, an independent shop specializing in trading card games, just hours before its latest set launched. "The hype around potentially making hundreds of pounds from opening one pack has created this volatile market, where people are willing to do whatever it takes to get their hands on the cards."
The rise of social media influencers and YouTubers further fuels this frenzy. These personalities record themselves opening packs, exaggerating reactions when they find rare cards, and listing them online for thousands of pounds. As a result, common cards are discarded in favor of high-value ones, leaving kids who want to collect or play the game out of luck.
"It's not just about collecting; it's about maximizing value," said Pete Sessions, a project manager from Bristol whose son Alfie is a Pokémon fan. "But this has created a perception that making money from cards is easy and accessible, which isn't true."
The card-grading industry adds another layer to this madness. Cards are sent to independent organizations, graded, and sealed to potentially increase their value. Card shows have become a staple, where hobbyists trade cards worth tens of thousands.
Despite the company printing over 10 billion cards in the year to March 2025, they're still struggling to meet demand. While the reseller market may be starting to correct itself as more supply for older sets trickles back onto shelves, it's unlikely that the bubble will burst anytime soon.
For now, shop owners like Ben Thyer of BathTCG are stuck between a rock and a hard place. They want to keep their customers happy but also make a profit from the booming market. "We won't give into temptation," Thyer said. "We're not going to be another shop remembered for scalping. We'll protect our community and look after our players."
As for Pink, he's lost faith in the system. "It's crazy how much it's all about the money. If you want to collect or play Pokémon cards, forget it. The market is out of control."
Millions of people still hold fond memories of playing the original Red and Blue games or trading Pokémon cards in school playgrounds, but the franchise's rise to fame has led to a bizarre phenomenon. The resale market for Pokémon cards has skyrocketed, causing a shortage that's pushed even new cards out of reach for kids who want to collect them or play the game.
The situation is so dire that it's become a speculative stock market, with adults snapping up every available card they can get their hands on. This has led to scalpers queuing outside shops, hovering around shelves as they're being restocked, and buying up entire boxes of cards to resell them online for massive profits.
"It's like a game where you have to predict what the next rare card will be," said Finley Pink, who traveled to BathTCG, an independent shop specializing in trading card games, just hours before its latest set launched. "The hype around potentially making hundreds of pounds from opening one pack has created this volatile market, where people are willing to do whatever it takes to get their hands on the cards."
The rise of social media influencers and YouTubers further fuels this frenzy. These personalities record themselves opening packs, exaggerating reactions when they find rare cards, and listing them online for thousands of pounds. As a result, common cards are discarded in favor of high-value ones, leaving kids who want to collect or play the game out of luck.
"It's not just about collecting; it's about maximizing value," said Pete Sessions, a project manager from Bristol whose son Alfie is a Pokémon fan. "But this has created a perception that making money from cards is easy and accessible, which isn't true."
The card-grading industry adds another layer to this madness. Cards are sent to independent organizations, graded, and sealed to potentially increase their value. Card shows have become a staple, where hobbyists trade cards worth tens of thousands.
Despite the company printing over 10 billion cards in the year to March 2025, they're still struggling to meet demand. While the reseller market may be starting to correct itself as more supply for older sets trickles back onto shelves, it's unlikely that the bubble will burst anytime soon.
For now, shop owners like Ben Thyer of BathTCG are stuck between a rock and a hard place. They want to keep their customers happy but also make a profit from the booming market. "We won't give into temptation," Thyer said. "We're not going to be another shop remembered for scalping. We'll protect our community and look after our players."
As for Pink, he's lost faith in the system. "It's crazy how much it's all about the money. If you want to collect or play Pokémon cards, forget it. The market is out of control."
I mean, can u believe that people r queuing outside shops just 2 open a pack of Pokémon cards? It's like they're trying 2 get their hands on a limited edition item or somethin'! And then there's these social media influencers makin' thousands offa just listin' them online... it's all about the benjamins, right? 
The kids who actually wanna collect or play the game r bein left high & dry. I feel 4 Pete Sessions & his son Alfie, who can't even get their hands on a common card anymore. It's just not cool, man. 
. And don't even get me started on the resale market - it's like adults are trying to outdo each other in some sort of ridiculous card-collecting Olympics 
. Newsflash: just because you can buy a card online for $100 doesn't mean it's worth it 
. And what about the kids who can't afford it or don't even want the cards anymore? The whole thing is just so... inflated 
This Pokémon card situation is wild... I mean, I get that some people are into this stuff and they're willing to pay top dollar for rare cards. But what's the point if it's just going to drive up prices so much that regular kids can't even afford them? 
... it's like they're encouraging people to buy all the cards just to resell them online. And don't even get me started on the card-grading industry 
I mean, can't these people just chill? The resale market for Pokémon cards has gotten out of hand 
. Like, what's the point of opening a pack and exaggerating your reaction for thousands of views? 
And don't even get me started on these social media influencers and YouTubers who are just fanning the flames by exaggerating their finds and making a fortune off of it. It's not cool, guys! 
Is that too much to ask?! 
they were just a normal game like 20 yrs ago and now its like ppl are gonna die if they cant get their hands on them 
. And social media platforms are just fueling this fire, making it easier for people to get caught up in the hype and then getting them to spend more 
. This has created an unrealistic expectation among kids that collecting Pokémon cards is an easy way to make money 
. It's refreshing to see Ben Thyer, owner of BathTCG, prioritizing his community's well-being over personal gain 
. The market may eventually correct itself as supply for older sets trickles back onto shelves, but the damage has already been done 
.
... I mean, who thought it was a good idea to send your prized Pokémon card off to some random graders and then pay them thousands of dollars just because they said it's worth more? 
.
. These are people who should know better, but they're willing to do whatever it takes to get their hands on a few rare cards 
. Meanwhile, kids are being left out in the cold because they can't compete with adults' wallets 
.
.
. It's like when you see someone else getting the last slice of pizza at the party 
- suddenly everyone wants a slice too! 
. It's also interesting how social media influencers can shape people's perceptions and behaviors - a double-edged sword, right? 
They're buying up entire boxes of cards and reselling them online for a gazillion dollars 
The card-grading industry is just adding more fuel to the fire 
Can't they just focus on keeping their customers happy and making a profit? Instead, they're stuck trying to navigate this crazy market 
