The retailer kicked off its 30th anniversary celebration with a Pokemon trading card promotion, and stores across the country quickly became scenes of long lines, sold-out shelves, and some very frustrated shoppers.
Videos circulating on social media showed crowds rushing displays the moment doors opened, with employees trying to keep order.
The promotion was tied to a special anniversary set, and collectors treated it like a limited-edition cash grab.
That's the problem with mixing nostalgia, scarcity, and a retail giant's marketing budget.
For anyone who just wanted a fun afternoon with their kid, the experience was a bust.
Some locations reportedly limited purchases, but enforcement varied wildly by store.
If you missed out, you're not alone, and you're not doing anything wrong.
Here's the money angle most people are missing.
A $5 pack of cards is now reselling online for several times that, sometimes more, depending on the set and the pull.
That's a speculative market, and it behaves exactly like one: hype, FOMO, and prices that collapse the moment the next set drops.
If you're a parent, this is a good moment to talk to your kids about what things are actually worth.
Buying three boxes hoping to flip them isn't investing.
It's gambling with extra steps, and the house usually wins.
Crowds like this have led to injuries at other retail events, and no collectible is worth getting shoved into a shelf over.
If your local store announces another drop, call ahead.
The bigger pattern here is worth watching.
Retailers have figured out that "limited" and "anniversary" are magic words that move product fast, and they're leaning into it hard.
Decide what you're willing to spend, and treat anything beyond that as a no.
The hype won't. **Our take:** Target got the attention it wanted, but the rollout shows how quickly a family-friendly promotion can turn into a reseller feeding frenzy.
If you're chasing these cards, go in with a number in mind and a willingness to walk away.
Final Thoughts
The people making real money here aren't the ones standing in line.