Stores should sell TCG for less - here’s why.
It’s funny how short-sighted some people can be. Let’s say there are two types of stores: the scalper and the community builder. Both sell Pokémon cards. Both see the chaos every time a new set drops, like Prismatic Evolutions. But how they handle it? That’s what separates them.
The Opportunist
This guy? He’s a scalper at heart. He sees a gold mine in every Eeveelution set and milks it for all it’s worth. The product comes in, and boom—prices skyrocket. He matches the market. $60 elite trainer boxes go for $150. Maybe more. His margins are good, and customers? Well, they’re desperate, so they pay.
But here’s the thing. When the hype dies down, so does his store. People stop coming back. Why would they? He didn’t build trust. He didn’t build loyalty. He took what he could when he could, and when the frenzy was over, so was his foot traffic. He made a quick buck but left his shelves, and future, empty.
The Community Builder
This one invests in its people. They put limits on sales so more fans can buy at fair prices. They host events—pack openings, tournaments, trade nights. They keep their margins modest, closer to MSRP. Why? Because they’re playing the long game.
Their ROI isn’t just about today’s profits. It’s about tomorrow’s loyalty. Fans leave happy. They tell their friends. The store gets busier, more alive. And when the hype fades, guess what? People still come back. Not because they need the newest set, but because they trust the store. They like it there.
Let’s Talk Profits
The numbers are boring but here’s the lowdown: I’m assuming the following:
A “Scalpy” LGS makes more profit during high demand sets, and always sells out.
An “MSRP” LGS is strategic with inventory during high demand sets.
A “MSRP” LGS creates more diehard fans who stick around.
These are two extremes, and most stores exist on a spectrum.
In the long run, a scalpy LGS has a profit ceiling based off of universal demand, which is outside of their control. But the LGS that handled their product intelligently have a profit ceiling based off of how many customers they can handle at once. How big their weekly tournaments are. Scalpy stores run out of prize support pretty quick. Strategic stores see people show up week after week. There’s long-term prizes for TCG players who have more points at the end of the season.
This is real business talk. Once you actually own a store, you have more access to distribution but you have more bills. The game changes. You NEED to turn a profit. You CAN’T hoard inventory.
But a less scalpy store experiences a lower churn rate and a higher customer lifetime value.
Again, not by selling out at MSRP day one, but by being more strategic with the pricing and how product is distributed.
An increased customer lifetime value from players who show up each week and buy candy. They come to hang out and trade. They don’t even know they’re gonna get into a second card game, but they do. They see there’s still prize support that wasn’t sold week one on TCGplayer. They see that the product being sold is only part of the LGS’s true value proposition.
Why It Matters
The scalper treats customers like ATMs. The community builder treats them like people. One makes fast money. The other builds a future.
And here’s the twist: customers notice. They talk. They remember the store that gouged them. They remember the store that treated them right. And over time? That loyalty pays off.
The Lesson
Don’t get it twisted. I actually respect the hustle either way. But if you’re in it for the long haul, don’t be the scalper. At least sell at that price online. Keep it away from your store. Invest in people. Build trust. Create a space where customers feel seen, heard, valued. Because the ones who come back, again and again? They’re worth more than any short-term profit.
That’s how you win. Not just in business, but in life.
