How do you make money during a gold rush?
Historically, you had two options:
- You could dig for gold and hope to strike it rich.
- Or you could sell picks and shovels to the miners, setting yourself up to profit even if no one finds gold.
But now there’s a third option. Today, I’ll tell you about it — then I’ll reveal how you can apply it to the gold rush happening right now.
Details on The New Gold Rush
Today’s “gold rush” involves what you see below: trading cards.
Card collections include pro athletes, Pokémon, and Magic: The Gathering.
Not so long ago, cards like these were traded (hence the name, trading cards) or simply played with. But today, they’re bought, sold, and displayed like works of art.
Furthermore, collections today aren’t being stored in shoeboxes in the basement. They’re protected in high-tech durable cases and presented to fellow collectors at trade shows, conventions, and special events.
The stats on this sector are mind-boggling:
- According to sports-retailer Fanatics, trading cards are projected to bring in $3 billion in revenue next year.
- Nearly 1 in 5 adults reported buying Pokémon cards in a recent survey. Yet only a quarter of them actually play the game.
- Target’s sales of trading-cards rose nearly 70% this year, while Walmart’s trading-card sales soared 200% between February 2024 and June 2025.
Given these stats, it’s no wonder that the global trading-card market was valued at $15.8 billion in 2024, and could reach $23 billion by 2030.
Trading Cards as an Investment
But there’s also something else going on here:
Trading cards have also turned into a popular investment. Here are a few reasons why.
Diversification — Trading cards are an “alternative asset,” one that can “zig” when the stock market “zags.”
Liquidity — Though not as easy to sell as a blue-chip stock, trading cards are quite liquid — they trade hands often through online platforms, marketplaces, and trade shows.
The Returns — Since 2004, cumulative returns from the S&P 500 have totaled 483%. Pokémon cards, meanwhile, have earned 3,821% during that same stretch — nearly 8x as much.
Furthermore, individual cards can turn into small fortunes. A 1999 Pokémon Charizard card sold for $420,000. And in August, a LeBron James rookie card sold for more than $4 million.
Trading cards have become the new gold rush.
But how can you make money from it?
Two — No, Three — Ways to Target This Gold Rush
As mentioned earlier, historically, a gold rush offered two ways to potentially profit:
You could dig for gold and hope to strike it rich. Or you could sell picks and shovels to the miners, setting yourself up to profit even if no one finds gold.
In the trading-card gold rush, you have similar options:
You can “dig” for individual cards that might appreciate in value. Or you can invest in a service that caters to every collector — like this one.
“But Brian,” you might be thinking, “you said there was a third option.”
So here it is!
Fractional Investing
The third option is called fractional investing.
Essentially, just like you can buy a $100 stake in a fast-growing startup, now you can buy a $100 stake in a high-potential trading card. If the card appreciates in value, so does your stake. And if and when the card sells, you’ll receive your pro-rata share of the profits.
This option has some of the key benefits of the traditional gold-rush strategies. For example, it gives you access to individual cards that could explode in value. But since you’re only investing a small amount, your risk is lower.
Furthermore, you can use these smaller minimums to diversify. Instead of investing $1,000 in a single card, you could invest $100 into ten different ones.
Where to Find These Investments
To find these types of opportunities, check out a platform called Rally.
Rally enables anyone to purchase fractional shares in high-value collectible assets, including classic cars, fine art, and trading cards.
On its platform, you’ll find several trading cards that are currently open for investment. For example, check out this 1957 Mickey Mantle baseball card:
Or a sealed box of Fleer basketball cards from 1986:
Or a set of first-edition Pokémon cards graded in mint condition:
But Before You Invest…
Keep in mind, all the typical caveats about investing apply here.
For example, don't invest more than you can afford to lose, and be sure to dip your toe into the water before diving in.
Furthermore, many alternative investments aren't entirely “liquid.” That means they can't necessarily be converted into cash at the snap of your fingers. So don't invest your rent or grocery money into these offerings!
But if you’re intrigued by the potential of trading cards — and you’re interested in a savvy way to play this new gold rush — then Rally may be a good place to start your search.
Happy investing.
Please note: Crowdability has no relationship with any of the startups or investment platforms we write about. We're an independent provider of education and research on startups and alternative investments.
Best Regards,
Editor
Crowdability.com
