As the clock struck midnight, ushering in April 13, 2024, the pulse of the hockey card collecting community quickened with anticipation. National Hockey Card Day, a cherished annual event orchestrated by Upper Deck, was poised to deliver its most memorable iteration yet. At the heart of this excitement was Connor Bedard, the Chicago Blackhawks rookie who has captured the imaginations of fans and collectors alike.
The stage was set across hobby shops in Canada, the United States, and various other participating countries, where enthusiasts converged, some as early as the crack of dawn, to partake in the festivities. Upper Deck had generously promised a free pack of cards to each visitor, a gesture that never fails to draw crowds. However, this year, the event was supercharged by a thrilling twist—hidden within some of these packs were autographs of Connor Bedard himself.
The inclusion of Bedard—a rising star in the NHL—had already heightened the allure of this year’s card lineup, which featured a blend of current players and revered legends. Yet, it was the potential to unearth an autographed card that turned a regular promotion into a treasure hunt. The buzz was palpable, with collectors old and new rifling through packs, their expressions oscillating between hopeful concentration and jubilant triumph upon discovering a Bedard autograph.
Dave Tellier, proprietor of Wizard’s Tower in Barrhaven, Ontario, observed a marked increase in interest. Having recently reintroduced hockey cards to his store’s offerings, he noted that Bedard’s presence in the NHCD lineup brought in not only seasoned collectors but also curious newcomers, intrigued by the buzz surrounding the rookie sensation. It was a symbiotic boost—while Bedard’s cards added a fresh zest to the collecting scene, the event itself offered the young star exposure beyond the ice rink.
It wasn’t just the brick-and-mortar stores reveling in the excitement. Online communities and marketplaces were abuzz with activity. The lucky few who found Bedard’s autographs quickly took to platforms like eBay, where the cards began commanding prices between $7 and $10—a figure expected to rise as Bedard’s career progresses. The timing was impeccable, coinciding with the build-up to the Toronto Spring Sport Card and Memorabilia Expo later in the month, where Bedard’s merchandise was expected to be a hot commodity.
Moreover, Upper Deck’s strategic partnerships expanded the event’s reach. Retail giants like GameStop, Toys R Us, and even the esteemed Hockey Hall of Fame participated, distributing special nine-card sheets embellished with Bedard’s likeness among others. This broad network of distribution points ensured that anyone with even a passing interest in hockey had the opportunity to dive into the world of card collecting.
The effect of this year’s National Hockey Card Day was multifaceted. Not only did it reinforce the perennial allure of card collecting, but it also injected a fresh vibrancy into the hobby with the introduction of a tantalizing chase element through the autographed cards. Parents and children, veterans and novices, all found common ground in the simple joy of unwrapping a pack of cards, each with its own potential for surprise.
This significant surge in interest highlights the enduring charm of card collecting—a hobby that encapsulates the thrill of the chase, the pleasure of discovery, and the deep satisfaction of possession. As the day drew to a close and the last packs were opened, there was a collective sense of fulfillment, tinged with the eager anticipation of next year’s event. With the bar set exceptionally high, one can only speculate how Upper Deck will seek to outdo themselves in 2025. But if this year’s event is any indication, card collectors have much to look forward to.