On a seemingly ordinary spring day, April 13, 2024, the humble hobby of hockey card collecting transformed into a nationwide spectacle. The reason? National Hockey Card Day (NHCD), an annual treat for puck fans, was infused with a thrilling twist courtesy of Upper Deck and a rookie phenom named Connor Bedard.
Hockey card enthusiasts across Canada and the United States woke up with the birds, some as early as the break of dawn, clustering outside local hobby shops with a palpable energy. They were all there for the same reason: to grab their free pack of the latest NHCD cards distributed by Upper Deck. This year, however, had a special allure—the potential of finding a golden ticket in the form of a Connor Bedard autograph tucked inside one of these complimentary packs.
For those out of the loop, Connor Bedard sprinted from the draft board to the limelight with the Chicago Blackhawks, swiftly becoming a beacon of hope and excitement for the team’s faithful—and now, for hockey card collectors.
The promotion, as per tradition, included a diverse mixture of cards featuring a blend of both current players and venerated legends of the ice. Nevertheless, it was the Bedard card, especially the rare autographed versions, that was the showstopper. The anticipation of possibly clinching one of these gems saw long queues, the likes of which veterans of the hobby could scarcely recall. Some enthusiasts reportedly turned up at their local shops at the ungodly hour of 3:30 AM, armed with coffee and sheer determination.
Dave Tellier, the proud owner of Wizard’s Tower in Barrhaven, Ontario, saw first-hand the buzz surrounding Bedard. Having reintroduced hockey cards to his store’s inventory only recently, the astounding turnout and unprecedented demand took even him by surprise. Tellier noted an uptick not just in seasoned collectors but also new faces—eager parents accompanied by their starry-eyed children, all united by the allure of Bedard’s potential autograph.
It wasn’t just about the thrill of the chase, though. The collectors lucky enough to unveil a Bedard autograph from their packs found themselves holding a small treasure. These cards soon flooded online marketplaces such as eBay, commanding prices between $7 and $10—a figure expected to climb as Bedard’s career progresses.
The excitement surrounding Bedard’s cards wasn’t confined to traditional card stores. Upper Deck’s retail partners, including big names like GameStop, Toys R Us, and even the prestigious Hockey Hall of Fame, joined in the festivities. They offered special nine-card sheets celebrating the rookie sensation among other players, ensuring no fan left empty-handed.
This year’s National Hockey Card Day did more than just distribute free cards; it reignited passions and introduced the joyous thrills of card collecting to a new generation. As collectors old and new mingled, shared stories, and swapped cards, the community felt more vibrant than ever.
With the Toronto Spring Sport Card and Memorabilia Expo just around the corner, the frenzy around Bedard’s cards is only expected to grow. Collectors, hobbyists, and fans are all keen to see how high the star of this young player will rise both on the ice and in the pantheon of collectible cards. If the scenes from NHCD 2024 are anything to go by, we’re all in for an exhilarating ride in the world of hockey card collecting.
