From hobby to asset: Why packaging is critical in the trading card boom

Trading cards have long been associated with childhood hobbies and weekend card shows. Today, they’re increasingly being viewed as investment assets, and according to new research from RRD, that shift is changing everything from purchasing behavior to packaging requirements.

RRD’s 2026 Collectibles & Trading Cards Report found that 31% of collectors say their collections are worth more than their savings accounts, while nearly one-quarter report their collections exceed the value of their vehicles. Even more striking, almost 40% of respondents admitted they’ve prioritized purchasing a collectible over paying for necessities such as bills or home repairs.

The findings highlight how nostalgia and financial investment have become intertwined, creating new expectations for manufacturers, printers, and packaging suppliers.

Nostalgia Meets Investment

While emotional attachment remains a powerful driver – 33% of collectors cite nostalgia as their primary motivation—collecting has become increasingly investment-oriented. Nearly half of respondents (48%) now view their collections as both a hobby and a financial asset.

For brands, that means every aspect of a product’s presentation matters. Packaging is no longer simply a protective sleeve or display vehicle; it’s part of the collectible’s long-term value.

“These items have evolved beyond a hobby into investment assets that demand a level of quality and authenticity reflective of their personal and financial value,” says Chip West, Retail and Consumer Behavior Expert at RRD.

Packaging Can Make – or Break – a Sale

Perhaps the survey’s biggest takeaway for the printing and converting industry is the growing importance of packaging quality.

Seventy percent of collectors said they have declined to purchase a trading card product because the packaging appeared cheap or low quality.

As professional grading services continue to influence secondary market values, physical presentation has become a critical component of perceived product quality. According to RRD, 51% of industry decision-makers are investing in higher-grade materials and premium paperboard to better meet grading expectations.

For label and packaging suppliers, that’s another example of how substrates and print quality increasingly influence purchasing decisions—not just brand perception.

Sustainability Still Matters

Despite the premium focus, sustainability remains an important consideration.

More than half (58%) of collectors said they would pay more for products packaged in sustainable, plastic-free materials, demonstrating that premium packaging and environmentally responsible design are no longer viewed as mutually exclusive.

Digital Discovery Isn’t Replacing Retail

The report also found that while social commerce continues to grow, traditional discovery channels remain important.

More than half of brands now design products specifically for livestream selling and social media “Live Breaking” events. However, collectors continue to discover new products through multiple channels, including retail stores (26%) and recommendations from friends and collecting communities (21%).

The findings suggest brands should continue investing in omnichannel marketing strategies rather than relying exclusively on digital platforms.

What It Means for Packaging

As collectibles evolve into investment assets, packaging is becoming part of the product’s value proposition rather than simply its presentation.

For converters and packaging manufacturers, that means greater demand for premium materials, tighter quality control, enhanced print finishes, and packaging engineered to protect products throughout distribution while maintaining pristine condition for collectors and grading services.

It’s another reminder that in today’s specialty markets, packaging doesn’t just protect the product—it helps define its value.