GameStop Increases Prices for Pokémon 30th Anniversary Merchandise Again, and There’s More to the Story

You can always find a way to justify pricing if you point to “the market.” GameStop demonstrated this over the weekend when it directed its stores to adjust the price tags on pre-orders for the Pokémon 30th-anniversary set. With GameStop setting the baseline for this anniversary TCG collection, other retailers are now raising their own pre-order prices to match.

To recap, back in early July, GameStop provided its stores with pricing guidance for the highly anticipated September release of the Pokémon set. At that time, the retailer had marked up nearly all items significantly. For instance, the Elite Trainer Box, which has a suggested retail price of $49.99, was listed at $129.99 — a staggering 260% increase. Although these prices were already steep, employees warned that they weren’t final.

As news of these prices spread, so did the backlash against GameStop. Many were particularly shocked by the $600 Ultimate Premium Collection, which was expected to retail around $120, resulting in a markup of nearly 500%. The outrage was palpable, with headlines about the pricing going viral, including a single social media post that garnered 1.3 million views.

Just two days after images of the inflated prices surfaced, employees reported that GameStop raised pre-order prices again. New flyers indicated that the Elite Trainer Box, previously priced at $129.99, would now be sold for $169.99, marking a 340% increase. Some items, like the $49.99 Legendary Bird Poster Collection, maintained their original (albeit inflated) prices, while more sought-after products, such as the 30th-anniversary Booster Bundle, saw a $10 increase. Those who pre-ordered before the price hike will pay the original amount, but some employees noted that certain pre-orders are being charged extra.

With such high prices, one might think GameStop’s Pokémon products would be gathering dust. Many stores are indeed stocked with Pokémon items that aren’t moving due to their outrageous prices. However, GameStop employees report that pre-orders for the special set are still coming in strong.

“My store has 10 pre-orders for the $600 UPC and 20 reserves for the $180 ETB,” one employee shared on a community forum. “It’s frustrating, but they’re selling.”

Another employee posted an image showing that 19 people had already pre-ordered the $169.99 product at their store, which requires an $85 deposit to secure.

This bold pricing strategy has clearly prompted other sellers to raise their prices as well. On a popular trading card marketplace, the market price for the same Elite Trainer Box is $284, with a median price of an astonishing $301. The lowest listing currently stands at $199. In other words, GameStop’s prices for this celebratory set are relatively low compared to the competition. It’s likely that, as we approach the September 16 release date, these prices will continue to rise, including the $600 UPC, which is currently listed at a market price of $1,148, with the cheapest UPC priced at $877.

Given the existing demand and market trends, GameStop has plenty of reasons to keep raising its prices. As consumers realize that the retailer’s prices are comparatively better, sales are likely to keep rolling in. It’s hard to believe that just a year ago, GameStop had completely halted pre-orders for all Pokémon TCG products.

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