GameStop Cuts Prices on Pokémon TCG 30th Anniversary Items Following Backlash

A week after revealing its sky-high prices for the upcoming Pokémon 30th anniversary trading card game set—and shortly after hiking those prices even more—GameStop is back at it, but this time with a surprising twist. The retailer is now offering more reasonable prices on its Pokémon card products. Sort of.

To recap: At the beginning of July, GameStop announced it would be selling its Pokémon 30th anniversary products at a hefty markup. For instance, the Elite Trainer Box, which typically retails for $49.99, was initially listed at $129.99. Just days later, that price jumped to $169.99, marking a staggering 340% increase over the manufacturer’s suggested retail price (MSRP). This bold pricing inadvertently set a new standard for 30th anniversary Pokémon products, prompting TCG marketplaces to list similar items at even higher prices.

Despite the outrageous costs, GameStop employees noted that pre-orders were still rolling in. However, for reasons not disclosed, staff received new pricing instructions for the celebratory Pokémon set on July 10. In a surprising turn of events, GameStop has significantly lowered its prices.

Fliers shared by various GameStop employees indicate that the retailer is cutting prices across the board for both the 30th anniversary set and the July TCG release, Pitch Black. The Elite Trainer Box has dropped from $169.99 to a more palatable $99.99. Meanwhile, the Ultra Premium Collection box, which was previously priced at $600, will now be available for $399.99. While these prices are still steep—the ETB now has a markup of about 100%—they align more closely with typical market rates for popular Pokémon products. For comparison, a Chaos Rising ETB currently sells for around $79.99.

What prompted this change? Some employees speculate that pre-order numbers weren’t meeting corporate expectations. Although GameStop hasn’t made an official statement, its international branches have. EB Games, a subsidiary of GameStop, attempted to frame the price reductions as part of a strategic plan with multiple phases.

“We wanted genuine Pokémon fans to have the best possible opportunity to secure these once-in-a-generation products while making life as difficult as possible for scalpers,” an Instagram post stated. “Setting what many considered an outrageous preorder price was part of that strategy. Scalpers don’t build communities, fans do.”

Regardless of the motivation, this shift is a welcome change that could encourage more fans to pre-order. While GameStop’s prices remain high, they offer a reliable way for eager fans to secure their products. Currently, retailers like Amazon are also starting to take pre-orders for the 30th anniversary set, and those are selling out in seconds.

Employees have mentioned that anyone who pre-ordered at the previous prices can either receive a refund or apply the difference toward another GameStop product. Stores are still enforcing a strict limit of two pre-orders per item.

A Canadian youth is the first to find a fully golden ‘God Pack.’