Why Collectors Never Sell (Even When They Should...)

Most collectors never sell.

And, the truth is, I don't blame them. Like it or not, the psychology of collecting makes selling, and separating ourselves from our collections, a challenge.

Just take a look at a typical collector's lifecycle:

There are many examples: model trains, Elvis memorabilia, PEZ dispensers, Hummels (and other porcelain figures)... the list goes on.

The reason is that most collectibles categories end up appealing to only a single generation: the one that grew up with them. This generation becomes the entire market, funnelling more money into the category as their incomes grow. In the end, the category dies with the generation that loved them.

Based on this lifecycle, the ideal time to sell is when the generation that grew up with the objects are in their peak earning years in their 50s and early 60s. That's the advice of Mr. Rinker.

Instead, we often see these collectors continuing to build their collections throughout these years and only selling later in life. I don't blame them: I know what it's like to build a collection you love, and watch it become part of your identity.

No one wants to give up an identity they've worked so hard for.

But, this collecting-as-identity problem is a large part of why collectors have so much difficulty selling at the opportune time.

So, here are some tips for considering when to sell parts of your collection, allowing you to separate yourself from your collecting identity and capitalize on the market.

Collectibles markets are cyclical. They experience waves of booms and busts as interest comes and goes. Once you know how to recognize the phase of the cycle a collectibles category is in, it becomes far easier to sell when the time is right.

Specifically: selling into the hype of the Collectibles Cycle Boom phase.

(If you need a reminder on the Collectibles Cycle, I recommend revisiting my Ultimate Guide shipped when you signed up for this newsletter.)

Pokémon cards have been in the Boom phase since late 2024: it’s been a wild ride. I sold off some of my collection in 2025 to take advantage of the high prices. And, still, prices are even higher today.

So, I will be selling even more in 2026.

If you're going to sell anything, the boom phase is always a good time. Why not sell at a high point?

This forms the foundation of when to sell part of your collection: if you can wait until the next boom phase, do it. Once the market is booming: take advantage and sell into the hype.

The next question is: how do you decide what specifically to sell?

With everything I buy for my collection, I categorize them into “collection” items or “investment” items.

My collection items are those I buy because I want them. Whether because of a collection goal, or simply because I need to own it. For example, I have a complete booster box collection of the Japanese Sword & Shield and Scarlet & Violet era. Every time I bought one of those booster boxes, I knew I was building my collection.

But I didn’t always buy just 1 box.

If I thought the set was particularly strong, I’d buy extra boxes as an investment. I don’t need multiple sealed cases of Japanese 151 booster boxes: one booster box (ok, maybe 2…) is enough. The rest I always intended to sell in the future for a profit.

And so, as the market develops into a full-on boom for Japanese Pokémon products, these investment boxes are the first obvious candidates to sell. If I bought an item with the intention of profiting, I should have no problem parting with some of them when the market is hot, and prices are high. That was the whole point.

If you have made any purchases over the past few years with the intention of selling them for a profit in the future - any of your Pokémon or collectibles investments - you should seriously consider selling them during the current boom. If you don't, be prepared to wait out the next collectibles cycle, and the next boom phase in another 4 years or more.

This concept helps when looking at your collectible investments, but my third, and final, tip will help you decide whether or not to sell some of your collection.

When considering any sale, you should have a "why".

The best reason to part with your collectibles is to fund something that means more to you than the collectible item itself. This can be as simple as funding additional collection or investment purchases in the future, like selling English 151 PC ETB boxes today, so you can afford to buy a bunch of upcoming PC ETB releases in the future.

Or, parting with an item that has appreciated significantly, so you can buy some other item you want even more.

It's not uncommon to see successful collectors part with some (or even all) of their collection to fund the purchase of a home. What could be a better use than that?

This is your "why". And a good "why" is always a great reason to sell.

For your collection items, they might be the only reason you sell.

For example, I got back into collecting Pokémon cards through the XY Evolutions set. I was chasing nostalgia in late 2020, and was drawn to Evolutions because it featured so many cards I remembered from my childhood. Even though it wasn’t cheap, it was an affordable way for me to re-experience what it was like opening base set packs as a child.

I was hooked.

This early experience with XY Evolutions made me incredibly passionate about the set. I decided to build a sealed collection Evolutions products: multiple booster boxes, both ETB versions, as well as each of the Theme Decks (lol). Oh, and I decided to master set it too.

Today, I still love evolutions, but my initial excitement for the set has waned over time. And as the prices on the sealed products have risen, my passion for holding those products has waned too.

I've realized that my Evolutions collection may need to go to fund another purchase I'm more excited about. It's just a matter of finding the right "why" to justify the sale.

As long as you have a strong "why", selling to fund it can be easy.

Selling is an essential part of the collecting experience, it's just not always easy to do. Selling at the strategically optimal time is even more challenging. That's why I write so often about how and why you should consider it.

But, I worry it sounds like I'm pushing collectors to sell everything...

And that couldn't be further from the truth.

I have no plans to sell my entire collection. I'm in this for the long haul! But, as I've explained, I do intend to take advantage of the strong market to capture gains, and I do plan to sell parts of my collection I've become less interested in over time to fund new purchases.

In the end, selling is a tool you have at your disposal. It allows you to transform the value that has been built up across your collection and investments, so it can be deployed to grow your collection, your lifestyle, or both.

Hopefully today's discussion has helped.

As usual,

Thanks so much for reading the TCG Buyers Club newsletter. My name's Grey, I buy cardboard, and I'm on a mission to make collecting and investing in Pokémon simple.

Cheers 🍻

P.S. Yesterday was the 5 year anniversary of when I started making Pokemon content! It’s always kinda crazy to revisit where it all started so many years ago 🥲 Here was that first post:

https://www.instagram.com/p/COc6kwdAZBW/?igsh=MXd0OTBzNmdxOXh5aQ==