When it comes to retail, “the market” serves as a convenient scapegoat for any pricing strategy. GameStop leaned into this logic over the weekend, mandating that its physical locations adjust price tags for the upcoming Pokémon 30th-anniversary pre-orders. By establishing a high baseline for this commemorative TCG set, GameStop has effectively triggered a ripple effect, prompting independent card shops to escalate their own pricing models to match.
To recap, GameStop issued internal pricing guidance in early July for the highly anticipated September Pokémon release. From the outset, the retailer set figures at a premium; the Elite Trainer Box (ETB), which carries a manufacturer’s suggested retail price (MSRP) of $49.99, was initially tagged at $129.99—a staggering 260% markup. Even at that stage, store employees warned that these figures were subject to change.
The announcement ignited a firestorm of consumer backlash. Public frustration was particularly acute regarding the $600 Ultimate Premium Collection (UPC), a product with an MSRP of roughly $120, effectively sporting a 500% markup. These figures went viral, with one notable social media update amassing over 1.3 million views.
Barely 48 hours after the initial leak, reports from staff suggest that GameStop doubled down, further inflating pre-order costs. Internal documentation indicates that the ETB—previously listed at $129.99—has surged to $169.99, representing a 340% increase. While certain items like the $49.99 Legendary Bird Poster Collection maintained their initial, albeit high, price points, marquee items like the 30th-anniversary Booster Bundle saw a $10 hike. Although customers who locked in pre-orders before the change were theoretically protected, some staff members have noted that customers are being hit with surprise price adjustments at the register.
One might assume such aggressive pricing would leave inventory gathering dust. While many retail outlets are currently struggling with stagnant Pokémon stock due to previous price hikes, internal reports indicate that these anniversary pre-orders are seeing surprisingly robust demand.
“My store has secured 10 pre-orders for the $600 UPC and 20 for the $180 ETB,” one employee shared on Reddit. “It’s frustrating, but the sales are coming in.” Another staff member reported that 19 customers at their location had already put down the $85 deposit required to claim the $169.99 box.
This boldness has emboldened the secondary market. On TCGPlayer, the market price for the ETB has climbed to $284, with a median price of over $300. In this context, GameStop’s retail price actually appears “competitive,” fueling expectations that costs will continue to climb leading up to the September 16 launch. The market price for the UPC currently sits at $1,148, making GameStop’s $600 ask appear modest by comparison. Given that consumers are increasingly viewing GameStop as the more affordable alternative to scalpers, the company has little incentive to lower its rates—a stark contrast to their decision, just a year prior, to pause Pokémon TCG pre-orders entirely.
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Source: Polygon
