Hockey collectors looking to rip free NHL, PWHL packs on National Hockey Card Day

Collectors across North America and beyond will be celebrating National Hockey Card Day on April 11, a giveaway that has become a cornerstone of the hockey card community.

An annual event sponsored by Upper Deck since 2009, the day was created to honor the sport and introduce new fans to the hobby, offering free packs of trading cards to anyone who stops by participating stores.

“I feel like hockey, in general, is at its peak interest right now, and you can really see it in how everyone is collecting,” said Paul Nguyen, senior marketing manager at Upper Deck.

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Over the years, the event has grown into a global celebration, with collectors trading duplicates on Facebook groups and eagerly looking to rip rare inserts and rookie cards that are part of these special packs.

This year, the celebration has expanded to include for the first time both NHL and Professional Women’s Hockey League (PWHL) players, bringing attention to both men’s and women’s professional hockey and reflecting the hobby’s growing inclusivity. It includes a 31-card base set—a mix of rookies, superstars and legends—along with a variety of inserts.

“This year, something new we introduced was a PWHL insert set in the product,” Nguyen said. “There’s a growing interest in women’s sports overall, and particularly in the PWHL. We’ve seen how much it has grown, so we knew this would be the perfect opportunity to include it this year. This is the first time it’s being included in the set.”

The inserts include cards featuring popular mascots, UD Victory Black Rookies and PWHL Powerhouses. Another chase element are randomly inserted autographed cards.

The big rookies that can be found in packs are Matthew Schaefer of the New York Islanders, last year’s No. 1 draft pick, Ivan Demidov of the Montreal Canadiens and Michael Misa of the San Jose Sharks.

Upper Deck

“There’s definitely a strong chase element in these packs, which adds to the excitement,” Nguyan said, referring to the autographed cards.

Owners of hobby stores and card shops across North America that take part in National Hockey Card Day said they look forward to seeing collectors in their shops ripping products.

“Our company actually started over 10 years ago as an online breaker,” said Ryan Holland, who owns Real Sportcards. “We were strong at building community online, but we saw an even greater opportunity to create local, in-person communities.”

Holland said Real Sportscards—with locations in Michigan and Wisconsin—will be buzzing with hockey collectors.

“When we built our first store, we intentionally included a lounge area with comfortable seating so collectors could gather, spend time together, and enjoy the hobby beyond just transactions,” he said. “Each new store we’ve opened has dedicated even more space to community areas because those spaces quickly fill with collectors who want to connect, trade, and open packs together.”

National Hockey Card Day also comes just weeks after the U.S. men’s and women’s hockey teams each captured gold medals at the Milan-Cortina Olympics. After both gold medal wins, demand for cards featuring Olympic heroes spiked dramatically.

The free packs feature some of those Olympians, including goaltender Connor Hellebuyck of the Winnipeg Jets and Taylor Heise of the Minnesota Frost. Rookie cards of standout performers at the Milan-Cortina Games saw a surge in interest, while collectors sought Topps Now print-on-demand cards connected to the newly-crowned champions.

At a time when many purchase cards online, National Hockey Card Day also has the chance to transform local shops into community hubs, allowing both new and longtime collectors to gather to experience the thrill of opening packs together. The event has become a tradition not only for its giveaways, but for the sense of connection it fosters.

“National Hockey Card Day is a significant event for the hockey market and for Upper Deck,” Nguyan said. “Hobby shops play a crucial role in the community, which is why this event was created and continues to be supported annually. Fans should know that they can visit multiple shops to try to collect the full set, since each shop distributes only one pack per person.”

In addition, spend $10 on Upper Deck products and get a free Ivan Demidov Rookie Moments card.

Canadian collectors can also visit select retailers for a free nine-card sheet. Visit upperdeck.com/nhcd/ for more information.