In its latest report, StockX offered details on last year’s “nostalgia-fueled collectibles boom,” which also revealed that most collectible sellers on the platform are also selling sneakers.
Today, the “stock market of things” released “The Nostalgia Market,” a report detailing how nostalgia is driving sales on the collectibles market, outlining sales trends of trading cards, Pokémon products, LEGO sets and more. In the report, StockX stated that 77% of customers on the platform in 2020 who sold at least one collectible also sold at least one pair of sneakers.
According to StockX senior economist Jesse Einhorn, customers of collectibles are also buying sneakers on the platform.
“If you look at some of our top-selling trading cards, like Luka Doncic cards, slightly more than half of our card buyers have also purchased sneakers on StockX, demonstrating a high degree of overlap between the two communities,” Einhorn told FN. “When we look at other trading cards and collectibles in our catalog, the level of buyer overlap we observe in Luka Doncic cards is similar to the level of overlap across the category as a whole.”
He continued, “What this data shows is that, while the products may be different, the communities are similar and interconnected. The people buying and selling collectibles and trading cards, and generating such excitement and growth in the market, are the same people who, over the last few years, fueled the explosive growth of sneakers.”
Beyond sellers dealing collectibles and sneakers, StockX announced the sales growth of several key categories. Included in the data are climbs in Pokémon products (a 100% increase in sales on StockX in the last 30 days), Lego sets (a 30% average price premium in the last 30 days) and a 56% average price premium in the last 30 days of Nintendo Super NES Classic Edition systems.
Also, StockX reported a 275% increase in dollars spent on Bearbrick in the last 12 months, with an emphasis on Kaws products, which spiked 100% on Feb. 9 fromt he day earlier after the New York Times released a story story on the artist’s “Kaws: What Party” Brooklyn Museum exhibition.
As far as trading cards on the platform are performing, StockX said demand is at an all-time high after the category launch in 2019, with sales increasing 4,000% in 2020. This also came with a price increase, with PSA-graded single Pokémon cards and basketball cards climbing 300% and 260% year-over-year, respectively, representing the two categories with the biggest gains in value. What’s more, StockX said the average price of a PSA 10 trading cards sold on the platform was $280 in January 2020, which increased to $775 in January this year, representing a roughly 200% increase.
In November 2020, FN detailed how trading cards have become a new addiction of sneakerheads since COVID-19 hit stateside, and at the time, Einhorn said they were on a similar path in sales as sneakers were on the platform.
“That is faster than sneakers are currently growing, but when you look at how sneakers were growing early in our our history, it’s a very similar trajectory where you saw this meteoric rise in sales volume early on,” Einhorn told FN. “We expect it to continue at this pace for some time as more and more customers enter the market.”
Lastly, StockX said vinyl records have sold with an average price premium of 120% in the last 12 months.
Looking forward, Einhorn offered a prediction to what the ceiling of collectibles and sneakers in the secondary market is. In short, he believes there isn’t one.
“What we’re witnessing with collectibles and trading cards is part of a broader generational shift. A new generation of collectors and investors are seeking out new and nontraditional asset classes,” Einhorn said. “Like digital art, NFTs and cryptocurrency, collectibles and trading cards sit right at the intersection of current culture and the democratization of wealth creation. They offer both opportunity and community.”
He continued, “Sneakers are another alternative asset class, and while there has long been a strong, consistent resale market, recent growth offers insight into the possible future of collectibles and cards. In a short period of time, trading limited edition sneakers has grown from a small subculture into a massive, global phenomenon. Thanks to platforms like StockX, which offer easy access to millions of new buyers and sellers, the secondary sneaker market is projected to grow to $30 billoin by the end of this decade.”
In recent StockX reports, the company revealed several market trend that have emerged, such as the shoes with the most attempted fakes in sneakers in 2020 (Off-White x Air Jordan 1 Retro High “Chicago,” Travis Scott x Air Jordan 1 Retro High and Off-White x Air Jordan 4 Retro “Sail”) and trends in sneakers with the biggest changes since 2016 (most notably, the Nike Air Max franchise increased in market share 800%).