Despite Target’s overall sales slump, the big-box retailer has found a bright spot in a popular, fast-growing sector: trading cards. Trading card sales at Target are up nearly 70% year to date and are on track to deliver $1 billion in sales this year, Target evp and chief commercial officer Rick Gomez told investors in the company’s second-quarter earnings call Aug. 20. Gomez said these trading card games like Pokémon, combined with the launch of the Nintendo Switch 2 game console, drove growth within its hardlines categories last quarter. Second-quarter net sales in hardlines, which includes toys and electronics, grew about 6% from 2024 to 2025. “Trend-forward tech accessories like brightly colored headphones and phone cases and toys priced under $20” have also helped shape growth, Gomez said. Overall, so far this year, strategic trading card game sales — which excludes sports trading cards — are up 101% from last year and represent about 10% of total toy sales in general, according to Juli Lennett, vp and toy industry adviser for Circana. Sports trading cards are up 48% year to date. Trading card sales on Walmart’s online marketplace soared 200% between February 2024 and June 2025, with Pokémon card sales growing over 10 times year over year, the retailer told Axios.

Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.

Join Brent Niemuth, President, as he jet-sets across Europe's cultural highlights in a journey through the French Riviera, Italy, the Swiss Alps, and Spain. At each destination, Brent draws from the local landmarks to reveal a unique facet of branding. This time, Brent draws inspiration from the iconic brands omnipresent in the French Riviera, like Hermes and Louis Vuitton, to draw parallels between brand perception and price. Watch Video at: https://jschmid.com/branding-abroad-the-french-riviera/