In the quiet, early hours of April 13, 2024, before the birds even had a chance to warm up their morning songs, die-hard hockey fans and card collectors lined up outside of hobby shops. They weren’t there for concert tickets or the latest tech gadget. No, these enthusiasts were geared up for something far more thrilling in their world: National Hockey Card Day. And this was no ordinary card day—thanks to Upper Deck, a tidal wave of excitement was about to wash over the collector community like a power play that leads to an overtime goal.
National Hockey Card Day, the Christmas morning for card enthusiasts, has been a staple event for years, orchestrated by Upper Deck. It is a day that offers a joyous bounty for fans—free hockey cards—and not just any cards, but packs that could potentially include the hottest ticket in the NHL right now: Chicago Blackhawks rookie Connor Bedard. This year, Upper Deck dialed up the excitement by secretly slipping some autographed Bedard cards into those free packs, making this event more memorable than a game-winning hat trick.
Hobby shops from across Canada, the United States, and various international locations opened their doors to eager faces, some of whom had been camping out since the wee hours. Just think about the dedication! It was clear that this wasn’t just another promotional day; it was a major league event.
From dads proudly initiating their offspring into the delicate art of card collecting to veterans of the hobby, stores buzzed with an energy usually reserved for playoff games. At Wizard’s Tower in Barrhaven, Ontario, owner Dave Tellier reported a notable surge in interest. Hockey cards, once a quieter segment of his business, were now flying over the counter faster than a slap shot, all thanks to the inclusion of Bedard, whose name alone seems to have the magical ability to reignite and kindle the passion for card collecting.
And when some lucky collectors realized they had pulled an autographed Bedard card from their packs, the excitement only escalated. These golden tickets began appearing on online marketplaces faster than you could say “offside,” with values outpacing even the boldest predictions, reaching between $7 to $10 each and only expected to climb as Bedard’s career progresses. After all, who doesn’t want to own a piece of a budding hockey legend?
The timing couldn’t be better, either. With the Toronto Spring Sport Card and Memorabilia Expo just around the corner later in April, these Bedard cards are poised to steal the show. Imagine the buzz, the trading, the stories shared over display cases brimming with the best of hockey’s past and present—and now, thanks to Upper Deck, a thrilling new chapter featuring Connor Bedard.
However, it wasn’t just the hobby shops and online marketplaces reveling in the festivities. Retail partners like GameStop, Toys R Us, and even the revered Hockey Hall of Fame joined in, distributing special nine-card sheets that included a mix of current idols and revered legends, with Bedard prominently featured.
This year’s National Hockey Card Day did more than just distribute cards; it revitalized a community, reminded people why collecting is a thrilling chase, much like the pursuit of a puck in sudden death overtime. As cards change hands, from seasoned collectors to the thrilled fingers of a child getting their first pack, it’s clear that this event is much more than a promotional day. It embodies the spirit of hockey—a sport that celebrates not only athleticism but also a shared passion that brings people together, across generations.
So, here’s to National Hockey Card Day 2024—a day that not only lived up to its promise but exceeded every collector’s wildest dreams, thanks to a little surprise from Connor Bedard and the masterminds at Upper Deck. What a fantastic reminder that in the world of collectibles, like in hockey, sometimes, all it takes is one shot to make history!
