Target is revamping its approach to selling Pokémon cards.

Pokémon enthusiasts visiting Target stores lately might notice a shift in how the retailer is displaying and selling trading cards. While these changes may seem minor at first glance, they could significantly influence the Pokémon TCG market overall.

Across the nation, fans are discovering that Target has relocated its TCG displays to the back of the store, close to the electronics section. These vibrant displays, reminiscent of holofoil cards, stand out among Target’s usual offerings. Their eye-catching colors draw attention from a distance, with dedicated sections for various TCG items, all prominently featuring the Pokémon logo.

The rollout of this new setup is gradual, so not every store has made the switch yet. Some locations might still keep their stock in Customer Service for security reasons. However, stores that embrace this new design are likely to experience increased foot traffic. Previously, shoppers could quickly check the self-checkout area near the entrance for TCG stock, but now they’ll need to venture further into the store.

The expanded displays can hold significantly more inventory than before. While this may seem obvious, it means that Pokémon cards aren’t flying off the shelves within the first half-hour of a restock. In Minnesota, for instance, recent restocks have lasted several hours before selling out. Although items like the Elite Trainer Box still sell quickly, stores with these new displays are offering more of them. Single packs from newer sets, such as Chaos Rising and Pitch Black, might not sell out at all now. This change gives working adults and parents a better chance to snag cards at reasonable prices, even after Target’s recent price increase.

Earlier this year, The Pokémon Company announced its acquisition of Excell, a distributor that supplies cards to retailers like Target. The recent increase in stock at Target may be a direct result of this deal. A report from July indicated that the TCG category at Target had grown by 70% over the past year, now exceeding $1 billion in sales, which accounts for 1% of Target’s total revenue. While that might not seem like a lot, Target executives are enthusiastic about these products due to their high profit margins.

These organizational changes could also affect the upcoming release of Pokémon’s 30th anniversary set, which has raised concerns about availability. The announcement of the Excell deal highlighted that both companies are celebrating their 30th anniversaries. With Target’s TCG expansion, The Pokémon Center’s recent large-scale 30th anniversary drops, and leaks of unreleased set packs being opened months ahead of time, it appears The Pokémon Company is striving to meet the increased demand. Additionally, a new printing facility is being built in the U.S., although it won’t be operational until 2028.

The effectiveness of these initiatives remains to be seen. While it’s currently easier to find Pokémon cards at Target, the hobby often experiences a seasonal slump during the summer. Newer sets like Chaos Rising and Perfect Order are generally viewed as less desirable compared to sets like Ascended Heroes. The more recent Pitch Black set has received better reviews, but demand still lags behind that of sets like Destined Rivals or Prismatic Evolutions.

The boost in stock availability may stem from a combination of increased supply and decreased demand—though this might not apply to 30th anniversary products. Items like the 30th anniversary Ultra Premium Collection are already fetching market prices as high as $770, significantly above their MSRP.