Millennials are the most active collectors of any generation, with 42% identifying as collectors according to a Morning Consult survey. However, when measuring sheer interest and wealth allocation, Gen Z and Millennials together dominate the collectibles space””94% of both generations expressed interest in collectibles in a Bank of America study of high-net-worth individuals. For Pokemon card collectors specifically, this means the hobby’s core audience spans roughly ages 13 to 44, with millennials who grew up during the original Pokemon craze of the late 1990s representing the most engaged buyers and sellers in the market today. The generational breakdown matters because it shapes everything from which cards command premium prices to where the market is headed.
A first-edition Charizard holds deep nostalgic value for a 35-year-old who traded cards on the playground, while a teenager might gravitate toward modern chase cards from Scarlet and Violet sets. Understanding these dynamics helps collectors make smarter decisions about what to buy, hold, or sell. This article examines how different generations approach collectibles, what drives their behavior, and what it means for the Pokemon card market. We’ll look at the data behind collecting habits, explore why millennials lead the pack, and consider how Gen Z’s emerging influence could reshape the hobby in coming years.
Table of Contents
- What Generation Collects the Most and Why Do They Lead?
- How Much Are Younger Generations Actually Investing in Collectibles?
- Why Do Millennials Have Such Strong Emotional Connections to Collectibles?
- How Does Gen Z’s Approach to Collecting Differ from Previous Generations?
- What Challenges Do Different Generations Face in the Collectibles Market?
- How Gender Affects Collecting Patterns Across Generations
- What Does the Future Hold for Generational Collecting Trends?
- Conclusion
What Generation Collects the Most and Why Do They Lead?
Millennials claim the top spot for active collecting, with 42% identifying as collectors compared to 37% of Gen X, 29% of Baby Boomers, and just 20% of Gen Z aged 18-24. The gap between millennials and other generations isn’t accidental””it reflects a perfect storm of cultural timing. This generation came of age alongside the explosion of Pokemon, Beanie Babies, sports cards, and video game culture. They experienced the original collectibles boom as children and now have the disposable income to revisit those passions. Men are also significantly more likely to collect than women, with 45% of men identifying as collectors compared to roughly half that rate among women.
When it comes to “avid” collectors””those who actively pursue their hobby with serious dedication””men are three times more likely to fall into this category. In the Pokemon card community, this demographic skew is visible at tournaments, card shows, and online marketplaces. The Morning Consult data reveals something important for market watchers: while Gen Z shows lower current collecting rates at 20%, this figure only captures those aged 18-24. Many Gen Z members are still teenagers without significant spending power. As this generation ages into their peak earning years, their participation rates will likely climb substantially.
How Much Are Younger Generations Actually Investing in Collectibles?
Perhaps the most striking statistic comes from wealth allocation data: gen Z dedicates 26% of their total wealth to art and collectibles, the highest share of any generation. This figure seems counterintuitive given their lower overall collecting rates, but it reflects a fundamental shift in how younger people view tangible assets. For Gen Z, collectibles aren’t just hobbies””they’re alternative investments competing with stocks and real estate. The global collectibles market supports this investment thesis, with an estimated value of $496.2 billion in 2025 and projected growth to approximately $522.69 billion by 2034 at a 7.4% compound annual growth rate.
Pokemon cards represent a meaningful slice of this market, with graded vintage cards increasingly treated as legitimate alternative assets by younger investors who distrust traditional financial institutions. However, this investment-minded approach carries risks that pure hobbyists avoid. Collectors who buy primarily for appreciation often struggle with market timing and may overpay during hype cycles. The Pokemon card market experienced this dramatically during the 2020-2021 boom, when pandemic-fueled demand sent prices to unsustainable highs before a significant correction. Treating cards purely as investments, rather than collectibles you genuinely enjoy, can lead to painful losses when market sentiment shifts.
Why Do Millennials Have Such Strong Emotional Connections to Collectibles?
Research into millennial collecting behavior points to formative life stressors as a driving factor. This generation experienced 9/11 during childhood or adolescence, entered the workforce during the 2008 financial crisis, and faced the COVID-19 pandemic during their prime earning years. Collecting serves a self-soothing function, providing comfort through tangible connections to happier childhood memories. For Pokemon collectors specifically, this emotional dimension explains why certain cards command prices that seem irrational from a pure scarcity standpoint.
A Base Set Blastoise might not be the rarest card, but for a millennial who saved allowance money to buy booster packs in 1999, owning a pristine copy represents reclaiming a piece of their childhood. This nostalgic premium is real and measurable in auction results. This psychological component also explains why millennials often collect across multiple categories simultaneously. The same person who hunts for vintage Pokemon cards might also collect vinyl records, retro video games, or vintage sneakers. Each category taps into a different nostalgic thread, creating a web of collecting interests that reinforce each other.
How Does Gen Z’s Approach to Collecting Differ from Previous Generations?
Gen Z brings a distinctly digital-native perspective to collecting that older generations sometimes struggle to understand. Among collectors, 23% plan to acquire digital art, up from 19% in 2024, with 26% of Gen Z collectors specifically interested in digital formats. While NFTs experienced a brutal market correction, the underlying interest in digital collectibles persists among younger collectors who grew up with virtual items in video games. The Hagerty 2024 survey on classic car collecting illustrates Gen Z’s surprising embrace of physical collectibles too. A full 60% of Gen Z expressed interest in owning a classic car, compared to just 31% of Baby Boomers.
This defies stereotypes about younger generations abandoning physical ownership for digital experiences. Similarly, 76% of Gen Z vinyl enthusiasts purchase records at least once a month according to a Vinyl Alliance survey””a remarkable engagement level for a format that predates their birth. For Pokemon card collectors, this suggests Gen Z will likely develop strong connections to physical cards rather than abandoning them for digital alternatives. The tactile experience of opening packs, the social element of trading, and the display value of a prized collection appeal across generational lines. Digital Pokemon products like Pokemon TCG Live may complement physical collecting but seem unlikely to replace it entirely.
What Challenges Do Different Generations Face in the Collectibles Market?
Each generation encounters distinct obstacles in building collections. Baby Boomers and Gen X often struggle with technology barriers””navigating eBay authentication, understanding PSA and CGC grading, or participating in online auction platforms. Only 29% of Boomers identify as collectors, and part of this lower engagement stems from a market that has increasingly moved online. Millennials face a different challenge: competition from their own cohort. With 42% of the generation actively collecting, demand for nostalgic items from the 1990s and early 2000s remains intense.
First-edition Pokemon cards, sealed vintage products, and high-grade examples of popular cards face sustained buying pressure that keeps prices elevated even during broader market corrections. Gen Z’s primary limitation is simple economics. Most are still in school or early in their careers, lacking the disposable income to compete for premium items. However, this creates opportunity in overlooked categories. While older collectors chase Base Set and early WOTC-era cards, younger collectors can build impressive collections of modern sets at accessible price points. Cards that seem common today may become tomorrow’s nostalgic treasures.
How Gender Affects Collecting Patterns Across Generations
The gender gap in collecting remains substantial and consistent across all age groups. Men are roughly twice as likely as women to identify as collectors, and three times more likely to be avid collectors who actively pursue their hobby. In the Pokemon card community, this imbalance is visible at every level from casual collectors to professional graders and dealers.
This disparity represents both a limitation and an opportunity. The Pokemon franchise itself has broad appeal across genders, with female fans comprising a significant portion of the video game and anime audience. The collecting side of the hobby has room to grow by becoming more welcoming to women and girls who love Pokemon but haven’t engaged with card collecting.
What Does the Future Hold for Generational Collecting Trends?
The Bank of America study’s sample of high-net-worth individuals with at least $3 million in investable assets offers a glimpse at where serious money is flowing. With 94% of wealthy Gen Z and millennials interested in collectibles versus 57% of Baby Boomers, the generational shift in collecting culture appears permanent rather than temporary. As wealth transfers from older to younger generations over the coming decades, collectibles markets should see sustained demand.
For Pokemon cards specifically, the next decade will test whether the franchise can maintain relevance with new generations while retaining its millennial core audience. The continued success of new video games, the Pokemon animated series, and regular TCG set releases suggests the brand has staying power. Collectors who understand these generational dynamics can position their collections accordingly””vintage cards for millennial nostalgia, modern chase cards for Gen Z interest, and sealed product for long-term appreciation as both generations mature into peak collecting years.
Conclusion
Millennials currently lead all generations in active collecting at 42%, driven by nostalgia for childhood hobbies and the financial means to pursue them seriously. Gen Z follows a different but equally compelling pattern, allocating 26% of their wealth to collectibles and showing intense interest levels that will likely translate into higher participation rates as they age. For Pokemon card collectors, these trends suggest a market with strong fundamentals across multiple generations. The practical takeaway for collectors is to understand your own position in this generational landscape.
Millennials competing for nostalgic items face stiff competition and premium prices. Gen Z collectors can build collections in undervalued modern categories. Older collectors from Gen X and Boomer generations bring experience and capital but may need to adapt to an increasingly digital marketplace. Whatever your generation, the data confirms that collectibles as a category are gaining cultural and financial legitimacy, with Pokemon cards occupying a significant position in this growing market.
