Pokémon TCG Prices Appear to Be Inflated at Target

More retailers are jumping into the Pokémon TCG price gouging trend. Following GameStop’s lead in raising prices for new products to match those of online scalpers, it seems Target is now inflating the cost of certain Pokémon card boxes, likely to capitalize on their popularity and scarcity.

Scalpers have been snatching up Pokémon stock from both physical stores and online at MSRP, then reselling it at significantly higher prices to customers who can no longer find it. Retailers appear to have recognized this as a missed opportunity and are increasingly bypassing the middleman by raising prices themselves. Target has now joined this trend, adding a few extra bucks to the most sought-after products, seemingly to take advantage of customers desperate to find anything available.

GameStop’s price hikes are the most blatant example of retailers paying the same wholesale price for Pokémon products but then absurdly inflating the cost for customers due to high demand. With Target now participating, albeit with more modest—yet still questionable—price increases, it seems the entire industry is adopting this approach.

Reports indicate that Target’s price increases were implemented on June 26 and have remained unchanged since, introduced without any warning or explanation to customers. The retailer has been actively fighting against scalpers, including measures like breaking seals on products before they leave the store and requiring ID, making this new pricing strategy even more frustrating. Instead of protecting legitimate customers from scalpers, Target appears to be becoming a scalper itself, negatively impacting its own customer base.

It’s important to note that Target’s prices were already inflated, with items like the Ascended Heroes Booster Bundle (a box of six packs) originally priced at an MSRP of $26.94, previously sold for $29.99, and now increased to $31.99. This marks nearly a 20 percent hike over the suggested retail price. Similar price increases have been observed for booster bundles from various other popular sets.

We’ve reached out to Target for clarification on these price hikes and will provide updates if we receive a response.

Capitalism at its finest.