On a rather ordinary Friday that promised nothing but the usual, the hockey collectibles world experienced a jolt of extraordinary thanks to a finely timed stroke of genius by Upper Deck. National Hockey Card Day, a yearly staple in the collector’s calendar, transformed into an unofficial Connor Bedard day. On April 13, 2024, enthusiasts, fans, and even the casually curious descended upon hobby shops across North America, drawn by the magnetic allure of potentially snagging a rookie card for the Chicago Blackhawks’ newest star, Connor Bedard. The catch? Some packs coyly nestled an autograph of Bedard himself—turning an exciting hunt into a frenzied treasure chase.
This exceptional giveaway not only drew crowds but also stoked the flames of a hockey passion that burned from Toronto to Texas and beyond. Originally an event designed to spark interest and celebrate the love of hockey card collecting, National Hockey Card Day was supercharged this year by Upper Deck’s clever placement of those few signed Bedard cards. Hobby shops, aware of the rush they were about to face, prepped their aisles and counters with the anticipation ordinarily reserved for Black Friday.
The atmosphere in these hobby shops resembled a festive fairground. Long before the typical business hours, enthusiastic collectors young and old began lining up. The sight would make you think of die-hard fans waiting for concert tickets to their favorite band. From hard-stomping veterans to wide-eyed newcomers clutching their parents’ hands, the crowd’s diversity was a vibrant testament to the unifying power of sports memorabilia. Wizard’s Tower in Barrhaven, Ontario, typified this scene. Its owner, Dave Tellier, noticed an upswing in interest that he hadn’t seen since hockey cards’ heydays in the 90s. Bedard’s magic was working—cards were not just being sold but also celebrated.
The hunt for the autographed Bedard cards turned the day into a speculative bonanza. Those lucky enough to unveil a signed card knew their day had just turned golden. These cards, like precious artifacts, made their way onto online marketplaces such as eBay, commanding prices that would make a scalper blush—in a good way. Within hours, these slips of glossy paper, adorned by Bedard’s scribble, ranged between $700 and $1000, and they were only expected to climb as Bedard’s career progressed.
April’s Toronto Spring Sport Card and Memorabilia Expo was poised on the horizon, and expectations were sky-high. Bedard’s signed memorabilia was billed to be the showstopper, likely commanding auctions and private sales alike. Collectors and dealers rubbed their hands in glee, while first-time card owners began dreaming of college funds or hefty additions to their retirement savings courtesy of what now seemed like an innocuous hobby.
Furthermore, this year’s event didn’t just remain confined within the walls of traditional hobby shops. It spilled over into mainstream retail zones with Upper Deck’s partnerships including giants like GameStop, Toys R Us, and even the venerable Hockey Hall of Fame. These locations distributed exclusive nine-card sheets that featured Bedard among other hockey luminaries, ensuring that the fervor touched every possible demographic.
The undeniable success of this year’s National Hockey Card Day did more than just rejuvenate a pastime; it breathed new life into a community that spans generations, geographies, and lifestyles. As cards shuffled through young fingers and stories were swapped amongst the crowd of nostalgic and newbie collectors, it was clear that in the world of sports collectibles, magic was not just in the cards—it was in the community they brought together.
