GameStop’s Rising Pokémon Card Prices Are Becoming Unmanageable

Few groups understand MSRP (manufacturer’s suggested retail price) quite like GameStop shoppers hunting for Pokémon cards. Trading card enthusiasts are all too familiar with the fact that GameStop’s prices for these collectibles often exceed those at other major retailers, sometimes even matching reseller prices. Unfortunately, it seems this trend is only going to escalate.

The demand for Pokémon cards has surged in recent years, creating challenges for both retail staff and collectors. At stores like Target, fans frequently line up early to snag new releases, often risking injury in the process. Those who choose not to join the chaos may miss out on the cards entirely—unless they head to GameStop.

Recently, GameStop has shifted its business model to emphasize trading cards, which still depend heavily on in-store sales. The retailer now grades cards, buys them for resale, and even creates its own mystery packs that guarantee collectibles of specific rarity or value.

For over a year, GameStop has been adjusting its trading card prices. Reports from early 2025 indicated that fans were frustrated by markups on new card stocks, with increases ranging from a few dollars to $10 above the suggested retail price. Despite these higher prices, fans still struggled to find sought-after packs consistently. While GameStop’s prices were elevated, they remained lower than those of resellers. However, this was just the beginning.

By November 2025, fans noticed another round of price hikes on Pokémon cards at GameStop. Booster boxes, elite trainer boxes, booster bundles, and sleeved booster packs all saw significant increases. For instance, sleeved booster packs that typically cost $4.99 were now priced at $6.99, marking a 55% increase. On the higher end, a GameStop exclusive Ultra Premium Collection that was initially priced at $180 was reportedly reduced to $159.99 at some locations, but just a few months later, it was being sold for $274.99.

Despite the rising costs, the allure of potentially scoring a valuable card proved irresistible for many fans. Reports indicated that customers continued to flock to stores, grabbing as much stock as they could, regardless of the price. While some fans managed to find cards shortly after opening, they often had to sift through leftovers, as high-demand items sold out almost instantly.

“People bought the product just the same and didn’t care about the increased prices,” one customer noted in November 2025. Complaints about the prices but continued purchases have become a running joke among GameStop employees.

“The ‘I hate GameStop’ crowd sure spends a lot of time shopping there,” one employee quipped in early March 2025. “‘I hate these price hikes… I hope GameStop goes out of business. Anyway, I’ll take 2 $100 ETBs and 2 $200 UPCs. What a scam,'” the employee added.

Some fans have reported that staff at their local stores explained the price increases as a strategy to combat scalpers.

“I couldn’t believe the employee at my GameStop had the nerve to claim the price hikes were to fight scalpers,” one fan said in a video discussing the anti-resale argument. “I was like, GameStop, you guys are the scalpers now, lol.”

Amidst the controversy, GameStop employees at various locations have been instructed to update price tags for several sets, including the Charizard Ultra Premium Collection. While the MSRP for that collection is $119.99, employees have noted that it has risen to $249.99 at GameStop. Some are comparing this fluctuation to dynamic pricing, where stores adjust prices based on real-time demand. Employees believe that as long as fans continue to buy cards at inflated prices, this practice will only worsen.

“At this point, GameStop is charging what scalpers charge,” one employee commented in a Reddit thread discussing the latest price increases. “This means scalpers will see this, wait until they sell out to unsuspecting buyers, and then THEY will raise their prices, as is the scalper way. This will drive demand up again, leading to yet another price increase from GameStop (and other greedy hobby stores). And the cycle just keeps going.”