Back in the mid-1980s, the “Baby Boomer” generation began entering middle age. Many began to look back to their childhoods for comfort or nostalgia, and one of the things that stuck out in their collective memories was baseball cards. These simple pieces of paper brought back powerful memories of lazy summer afternoons trading cards with friends, breathlessly opening new packs hoping for “THE card” and even putting the cards into the spokes of their bicycles to create faux motorcycle sounds as they pedaled down the street.
Unfortunately for the Boomers, most of their mothers had thrown the cards away ages ago, thinking them to be worthless. However, since the Boomers were entering their prime earning years, many had cash to spend on the hitherto “worthless” cards. Almost overnight, a huge market opened up for old baseball cards, and cards that might have sold for a quarter at garage sales now started commanding hundreds or even thousands of dollars.
The baseball card industry took immediate notice. They began producing baseball cards of all kinds: cards based on “classic” 1950s designs, cards branded under the names of 1950s manufacturers (like Bowman) that had long since gone out of business, cards with “low numbers” (which included the previous season’s rosters) and cards with “high numbers” (which incorporated last-minute trades), packs of cards with autographed cards or other pieces of memorabilia, and so on. And where there had been only two companies making baseball cards in the early 1980s (longtime market leader Topps and perennial second-banana Fleer), new companies like Donruss, Score and Upper Deck entered into the market.
Baseball card hysteria took off in the early 1990s. Most every town, regardless of size, seemed to have at least one card shop. And with so many cards available, markets for complimentary items like price guides and protective plastic casings helped fill the stores’ shelves as well. People began buying cards left and right, but not for the nostalgia value… they were hoping to pay for their kid’s college education with a few boxes of baseball cards. Card auctions were closely watched, as prices for cards seemed to rise ever higher.