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Football, Hockey Cards Gained in Market in 2008

In a recent industry survey, football cards gained the largest market share gain in 2008, followed by hockey. Baseball continued to dominate new card sales overall.

Results of Card Trade magazine’s annual retailer survey showed football and hockey being the two sports that posted market share gains in the card market last year, with football posting the largest increase in sales.

Based on feedback from more than 250 hobby shops around the country, baseball cards still have the largest percentage of the hobby market for new card sales at 42.3 percent, but that figured declined 3.3 percent from 2007, perhaps a reflection of the fact the maximum number of brands for baseball was reduced from 40 in 2007 to 34 in 2008. Football remains in second for market share at 37.8 percent, a gain of 4.6 percent from 2007.

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Basketball’s market share dropped 1.6 percent to 9.4 percent of the market, while hockey saw an increase of 1.1 percent to 7.1 percent of the market. Hockey’s market share is now larger than it was prior to the loss of the 2004-05 season due to the labor dispute.

NASCAR trading cards represented 2.2 percent of the average hobby store’s new card sales, a drop of 0.4 percent from 2007.

Over the past five years, football’s share of the market has increased 11.8 percent, representing the largest increase during that period. Basketball has lost 7.6 percent of its market share, representing the largest decrease.

The results only reflect shares at the hobby shop level. Market share at mass-market retail is not reflected in these figures.

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