How Target is combating Pokemon TCG scalpers with innovative retail policies
The Scalping Epidemic in Pokemon TCG
The Pokemon Trading Card Game has experienced an unprecedented resurgence, with 2021 seeing collector demand reach levels not witnessed since its 1996 debut. This revival has unfortunately attracted opportunistic resellers who purchase mass quantities of cards solely for profit.
Retail environments have become battlegrounds, with viral videos showing chaotic scenes of adults rushing shelves and clearing out entire Pokemon card inventories within minutes of restocking.
The problem reached absurd proportions when McDonald’s Happy Meals containing 25th anniversary Pokemon cards became impossible for children to obtain, as resellers purchased hundreds of meals just to harvest the collectible packs. This phenomenon highlights how scalping has moved beyond traditional hobbyist channels into mainstream retail spaces.
Target’s Strategic Countermeasures
Facing mounting pressure from legitimate collectors and concerned parents, Target has implemented a multi-pronged approach to combat Pokemon TCG scalping. The most visible change involves restricting sales of high-value trading cards (priced at $19.99+) to Fridays at 8 AM.
“To ensure the safety of all guests, and team members, and the fair distribution of high demand items, all MLB, NBA, NFL, and Pokemon cards $19.99 and above will only be sold on Fridays at 8am on a first-come, first-served basis,” states the official store notice. This policy applies not just to Pokemon cards but also to other collectible sports cards facing similar scalping issues.
Rather than displaying these products on regular shelves, Target now requires customers to request them at the customer service desk. This additional step creates a controlled purchasing environment and allows staff to enforce purchase limits more effectively.
Industry-Wide Scalping Challenges
Target isn’t alone in implementing anti-scalping measures. Walmart recently introduced a 5-pack limit on Pokemon TCG products, while GameStop has called out competitors for inadequate scalper prevention. The entire retail industry is grappling with how to balance collector demand against reseller exploitation.
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Interestingly, these policies aren’t entirely new. Similar restrictions appeared sporadically in February 2021 during the Pokemon 25th anniversary promotion. However, the current measures appear more systematic and widespread, suggesting retailers view scalping as an ongoing challenge rather than a temporary surge.
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