As 2024 comes to a close, cllct is looking back at a year that featured record-breaking auctions, highly coveted chase cards and other trends that took the hobby by storm.
To recap the biggest developments in the hobby, we assembled a panel of industry experts to offer their thoughts on the last 12 months.
Our five-part series begins with a review of 2024's top trends. (Answers have been lightly edited for brevity and clarity.)
What was the most significant or surprising trend you noticed this year?
Jason Masherah, president, Upper Deck:
College sports needs to find its footing in our category. NIL is driving growth in this category and beyond the major sports in the U.S.
These collegiate brand partnerships not only help athletes establish their personal brands early on in their careers, but offer incredible opportunities for unique licensing deals and collaborations with brands that can help guide them on their journey.
At Upper Deck, we’ve moved early on this trend as the first in the industry to introduce an upcoming collegiate trading card set that is inclusive of both male and female athletes with different, diverse backgrounds from a variety of sports.
Ken Goldin, CEO, Goldin Auctions
The most significant trend in 2024 was really two trends. I noticed a general return to normalcy in the trading card market as opposed to the crazy fluctuations in price in both directions we had seen in the prior four years.
It is also very apparent people with a significant amount of disposable income are willing to pay just about anything to get the "best of the best" item in the category of their choice.
Kenneth Thrower, director, CGC video games and home video:
We’ve seen an incredible variety of items across every category of collectibles. There has been growing interest in CIB video games and modern case pack grading.
At the same time, pedigree and classic items continue to surface.
Matt Quinn, vice president, CGC cards:
One of the most exciting trends this year has been the incredible modern Pokémon releases, featuring stunning artwork and innovative game design.
These sets have really captured the attention of collectors and players alike, keeping the momentum strong for the hobby.
Matt Nelson, president, CGC comics:
Even with prices stabilizing after the comic-book boom during COVID, Golden Age comics have been on a steady climb. It really shows how much collectors value the history and rarity of this era.
Bobby Livingston, executive vice president, RR Auctions:
Blue-chip items are going for strong prices. And that's a continuing trend, but it keeps increasing, and that's what we like to see.
Evan Parker, CEO, Mantel:
It felt like this year, players, teams and leagues started to realize the power of collectibles in ways they didn't previously.
James Spence III, senior vice president, James Spence Authentication:
The most significant trend I’ve observed this year is the influx of young collectors and dealers entering the collectibles industry.
They’re ensuring the collectibles market remains dynamic and relevant for years to come.
Nat Turner, CEO, Collectors:
I would say how big the repack industry has gotten and how fast it happened. If I go on whatnot, it seems like there's more people doing repacks than opening boxes. I doubt that's actually true, but it's what it feels like.
Steve Grad, autograph authenticator:
The demand for high-end collectibles continues to exceed expectations. The ruby slippers that just sold, the Babe Ruth jersey, high-end vintage cards.
Collectors continue to eat up quality pieces and items, led by all-time classic films such as "The Wizard of Oz," and, of course, superstars such as the Sultan of Swat.
Going back 20-plus years, I would see items sell for what I thought was crazy money. I look back on that, and think it was just a drop in the bucket. Crazy!
Mike, "Junk Wax Hero" on YouTube:
I saw more and more collectors moving away from wax and focusing instead on buying singles. This isn't surprising, since Fanatics/Topps keeps jacking up prices while reducing the odds of pulling "hits," but it might be a significant trend.
Fanatics is also adding fewer cards to boxes, making it more and more difficult to complete a set or pull a player you like. It's easier and cheaper to buy singles, and ensures you get a card you like.
James Kehoe, CGCsportsillustrated:
Easily it’s the fact PSA has announced it will be grading sports magazines in 2025.
For the last 15 years, the only company grading sports magazines was CGC. Having another player in the market will give collectors an option for the first time ever.
Plus, the fact CGC has always been a comic book company, should make this change interesting because of PSA’s reputation within the sports memorabilia community.
Paul Lesko, owner, Lesko Law LLC:
The Caitlin Clark effect on #TheHobby has been fun to watch. Not just seeing a new superstar emerge, but opening an entire new collecting experience (WNBA cards) for a large number of collectors.
Cristiano Bierrenbach, partner, Heritage Auctions:
The power culture has in the hearts and minds of collectors. And it’s clear Gen X is moving into the driver’s seat replacing baby boomers.
David Hunt, founder, Hunt Auctions:
A pleasantly surprising trend in the industry in 2024 was the resilience of pricing levels for high-quality materials. There is a general understanding the market was highly influenced by the world economic conditions during and after the COVID-19 pandemic that saw prices increase to previously unheard of levels.
The concern was, as those market conditions settled back into a more traditional space, how would that affect the related pricing of materials in the hobby? While some areas have rightfully corrected a bit, it is very notable the "settling" of pricing for high-quality items has been appropriate and also remains at higher levels than the pre-pandemic pricing — which is a very encouraging sign for the future of the industry.
Brian Dwyer, president, Robert Edward Auctions:
I always love seeing cards and unique pieces of memorabilia unearthed, and this year had some phenomenal fresh-to-the-hobby material come to light.
It’s so exciting to know there continue to be great collectibles still waiting to be discovered, even 100 or more years later. Many of these discoveries are made by folks who don’t even realize the value they possess, so being able to sit with them and outline how valuable a family heirloom or an estate might be is the best part of our job.
The 1916 Morehouse Baking collection that included a Babe Ruth rookie and sold in our recent fall auction was a great example. A family had these cards for decades not knowing the significance, only to have them sell for nearly $1 million.
Knowing these types of discoveries are still out there is one of the things that drives the hobby.
Richard Albersheim, owner, Albersheim's:
The significant trend of flipping for profits has slowed tremendously. Box breaking continues to slow.
A lot of money has flowed out of this market and into crypto (people looking to make quick profits). We’ve definitely entered the new Junk Wax Era, with card companies printing 24/7.
Super low pop vintage cards are still bringing record prices. Extraordinary memorabilia, such as the Babe Ruth jersey, will bring top prices. Same for the Tom Brady auction that was just held in New York.
What is a surprising trend is there are still great values of rarer items in a variety of categories such as tickets, original photos, vintage autographs and vintage sports cards. These have tremendous long-term growth potential.
Barry Meisel, president and COO, MeiGray:
The most significant trend we’ve noticed is the increased insistence that high-end items throughout the hobby be conclusively photo-matched.
As the prices rise, the demand for conclusive proof of absolute authenticity continues to rise.
Jesse Gibson, Sports Cards Nonsense:
The most surprising development in the hobby to me is how quickly we've seen SGC rise to the second most popular grading company as the Beckett graded slab has quickly declined in both value and demand.
I think it shows how highly the hobby views the importance of grading with reputable companies and how quickly changes in hobby preference can take place when the collector is more educated from resources such as cllct and other hobby news outlets.
Mark Montero, LCG Auctions:
The uptick in the Michael Jordan 1990s inserts/parallels, especially in PSA 10.
The new release "chase" cards are also surprising as they continue to command top prices when they first hit the market (such as the Brady signed MLB card).
Additionally, "photo-matched," screen-worn movie props are quietly realizing outstanding sales.
In my space, the old guard is realizing a high enough return to cash out (compared to what they paid) and they are being overtaken by more experienced "crossover" collectors from other spaces. There is definitely a race to sweep up high-grade iconic pieces (such as "Star Wars" 12-Back A) as well as low pop ultra rare pieces (like Masters of the Universe Giftsets).
Stephen Lane, Propstore:
The most significant and surprising trend we noticed this year is how well music has performed for us. It has been exciting to see this new market engage with Propstore, especially since it’s a relatively new venture for us, having launched our first music sale in 2022.
In our recent 2024 sale, we achieved some remarkable results, including Noel Gallagher’s custom Silver Sparkle Gibson Les Paul Florentine guitar, which sold for £226,800, Michael Jackson’s iconic "Thriller" tour rehearsal jacket, which fetched £189,000, and Freddie Mercury's screen and photo-matched "YEL 4" Live Aid and tour-used piano monitor rig flight case, which sold for £59,850.
Ezra Levine, CEO, Mascot Technologies:
The continued rise of live commerce is significant. Powerhouse players Whatnot, Fanatics Live, eBay Live and TikTok Shop continue to gain steam, and many prominent dealers, particularly those on Mascot, are expanding their efforts in live commerce or dipping their toe in the water for the first time.
In addition, sellers and hobby shops are leveling up and becoming more sophisticated, data-driven operations, with many building their own e-commerce websites, investing in modern technology (such as inventory management), CRMs, POS solutions and more.
Will Stern is a reporter and editor for cllct.