Gamestop has been marking up their Pokémon card decks by multiples of three and even four over their retail pricing from the Pokémon Center, the official primary retailer for Pokémon merchandise, according to reporting by Engadget.Engadget reporter Sam Rutherford noticed that the price of an Ascended Heroes Booster Bundle at Gamestop was a whopping $90, more than three times the $27 charged for the same item by the Pokémon Center, while more rare or collectible items, such as the 30th Anniversary Ultra-Premium Collection, were marked up by as much as 400%, retailing for $600 at Gamestop compared to its usual $120 MSRP.
This phenomenon is a small part of a larger trend driven by a mismatch between an item's original cost and its value on the second-hand market. Other obvious examples include coveted sneakers, concert tickets, and high-end luxury items like Swiss-made watches and luxury handbags by Chanel or Hermès.
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Everyone is fighting for a share of the aftermarket value of these high-demand luxury items. So, any time this mismatch exceeds 200 percent of the item's original cost, there's a strong financial incentive for third-party retailers to step in. Which is why fights keep breaking out at Costco stores when new Pokémon cards are released.
