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Recently we shared our first post on how to open up a trading card shop with some great tips from our friends at Southern Hobby Supply. I found some of the responses to the post interesting where fans shared they didn’t think opening a shop was a viable business opportunity. In the past it can be argued that it most certainly was not, but the industry has changed and manufacturers are doing more to not only support, but defend brick and mortar retailers.

I saw some responses from former shop owners who opened their shops only to close them down soon after. One reason this happened could be from a lack of education about what it takes to run a profitable trading card store. There is just not a lot of information out there about how to put together a business plan, get a loan, acquire inventory, hire staff, get insurance, etc. My hope is that by putting together a series of videos and stories about how to open a prosperous retail business in this industry, we can help provide the tools these business owners desperately need to have success.

So let’s hear from some of these trading card shop owners who have established themselves as leaders in the industry and hear what they have to say!

We pulled Brad Krysko aside from Cloutsnchara. We asked him about how he got into the business and how he went from managing a collector website to becoming a partner in a trading card shop and well-regarded online collector community.

Next we spent some time with Sean Bennett who owns Pittsburgh Sportscards and Steel City Collectibles. Sean has taken his love for the hobby as a child and made it a thriving business. Listen to how he was able to do that.

What is this “program” that Upper Deck put into place that some of the shops are talking about? Well, here is some more information on the Certified Diamond Dealer program. And let’s hear from Upper Deck’s Director of Sales, Mike Phillips on more about it and some other tips on opening up a shop.

I personally have found that those who are serious about opening up a trading card shop will make sure they attend the Las Vegas Industry Trade Show. There you will get some great tips and tactics on how to be successful in this business while meeting great connections in the form of other hobby shop owners, suppliers, manufacturers and leagues who can help you with your business. There is still time to sign up if you haven’t already so I encourage you to register now if you are really interested in getting into this business. Upper Deck will be producing some very special cards as a gift for Certified Diamond Dealers in attendance to thank them for their support. Here is a sneak peek at some of the cards in that set (we will show more this week in Part 2 of this segment):

You may still be asking yourself, “Are there really customers out there that want a trading card store in my area?” Recently Upper Deck ran a promotion called National Hockey Card Day where collectors could visit participating Certified Diamond Dealers and get a free pack of Upper Deck NHL cards. Unfortunately not every collector had a shop in their area to visit to score this great giveaway. What does that mean? It means there are opportunities all over the United States and Canada to open a hobby shop and there are fans who would love to see that. Just listen to some of the comments from real collectors received on Upper Deck’s Facebook page for National Hockey Card Day:

“I wish I had a hobby shop nearby. The closest one closed a few years ago after being in business for 23 years. It was a sad day and I never got the chance to say goodbye. We have no shops at all after the last one closed and the closest one now is many hours away. I wish there was a shop nearby and I would hope they were a Certified Diamond Dealer,” Matt G.

“I live in Daytona Beach, just moved back as a matter of fact. I would love a Certified Diamond Dealer hobby shop in my area so I could stop buying my cards online. With all the sports going on in nearby (NASCAR, Daytona, Cubs, Orlando Magic, Jacksonville Jaguars) it just makes sense. If I had the capital, I’d open it myself. Maybe I should get in touch with Vince Carter and Jeff Blake since their both from here.” Jay B.

“The card shop near my house is pretty bad, never really liked it. In a state where many people consider hockey to be an odd market and the team a “failure,” I think it would be important to have a Certified Diamond Dealer here in Arizona interested in running promotions in their store like National Hockey Card Day. It would give hockey some exposure in an area where it is much needed.” Joe S.

“I live in Dubois, PA, and we currently have no shops at all. I wish there was a Certified Diamond Dealer in my town because it would be a great way to introduce more kids to hockey. There is no way for folks in my area to take part in National Hockey Card Day. We got our nephews and our neice to love hockey by simply giving them packs of your hockey cards. Imagine how many kids you could influence if you could reach them. Thanks !” Matt C.

Look for more tips on how to open a trading card store right here on the Upper Deck Blog soon! And if you want to check out examples of trading card shops we work with, click here.

The information provided in this story is for assistance only and is not intended to be and must not be taken alone as the basis for an investment decision. Opening a trading card store, like any other business, presents certain risks for the business owner. Each reader of this information should make such investigations as it deems necessary to arrive at an independent evaluation of an investment.

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If there is one set that hockey fans love putting together every year, it is the base Upper Deck set. It is the flagship brand that draws in young and old collectors alike and the Young Guns rookie cards are always in high demand. Once we shared information about Young Guns and other rookie sets in 2011-12 NHL Upper Deck Series Two, fans have been fired up to break open packs to find their favorite players. Every season, early November is almost like a holiday when Series One releases and March is just as exciting when Series Two hits shelves.

2011-12 NHL Upper Deck is live in stores today!

Today Upper Deck cases are cracking all throughout North America and fans are racing to finish putting together their sets of not only Upper Deck, but also MVP, Victory and O-Pee-Chee. One of the big draws for 2011-12 NHL Upper Deck Series Two is that it includes update cards of these other sets that were released earlier in the season along with rookie cards of top future stars like Ryan Nugent-Hopkins.

As you are flying through packs we wanted to put together some information that would help you about the release of 2011-12 NHL Upper Deck Series Two. Here is some key information that will help you as you go through the cards this week:

Autograph Content – There are absolutely ZERO redemption cards in the product. All autographs are live in the product. There are both sticker autographs and hard-signed autographs that can be found randomly in packs.

Young Guns Printing Plate Cards – There are One-of-One printing cards of Young Gun rookies from Series One and Series Two that can be found in random packs of 2011-12 NHL Upper Deck Series Two. This includes the checklist cards. That means there are four different Ryan Nugent-Hopkins printing plate cards (Black, Cyan, Magenta and Yellow) available of his iconic Young Guns rookie card.

Andrew Shaw – Chicago Blackhawks newcomer Andrew Shaw hit the ice a little too late for us to get him in the main Young Guns set, but we were able to include him in the Young Guns Canvas set. His Canvas Young Guns card will be his lone card in the product and it should create a lot of buzz around that card should he continue to play well.

Pelle Lindbergh – There are 15 retired stars featured in the UD Canvas set and a notable name that made the checklist is Pelle Lindbergh. This is Lindbergh’s first Upper Deck issued card in several years and this card will be his only appearance in this product so don’t miss it!

UD Canvas Autographs – Fans really seemed to enjoy the Canvas set in Series One so the hockey team worked to add a little more high-end content to it for Series Two. Collectors can look for two different on-card autographs in the Canvas set of hockey legend Bobby Orr (numbered to 66 matching his rookie season) and Canadien superstar goalie Carey Price (numbered to 31 to match his jersey number).

Sid & Ovi Buyback Autographs – We have been including some buyback autographs in recent NHL releases of top stars like Sidney Crosby. In 2011-12 NHL Upper Deck Series Two puck fans can find hard-signed buyback autograph cards of both Sidney Crosby and Alex Ovechkin. Crosby signed just two copies of his 2008-09 Upper Deck Game Jersey card. Ovechkin on the other hand signed 21 copies of his 2005-06 Upper Deck Power Play rookie card. Each will include a hologram on the back and a Certificate of Authenticity card with a matching hologram.

Hockey Heroes Hard-Signed Autographs Return – For 2011-12 NHL Upper Deck Series Two the Hockey Heroes insert set looks at stars from 1960’s and included in packs are hard-signed autograph parallels. You can find autographed Hockey Heroes parallel cards of Bobby Hull, Stan Mikita, Phil Esposito, Bobby Orr, Alex Delvecchio, Red Kelly, Johnny Bower, Rogie Vachon and Jean Beliveau limited to just 15 copies. Also keep on the lookout for a rare dual signed card of Bobby Hull and Stan Mikita limited to just ten copies.

NHL Champ’s Content – As many fans know, Upper Deck has been pulling redemption cards from releases and producing less product in order to have more live autograph content in packs and reduce the use of redemptions. But what happens when we pull the redemptions and the cards come back in. We want to get those cards out to the public somehow. Such is the case with the 2009-10 NHL Champ’s Cam Barker mini autograph cards. We received them in after the release and after his redemptions were pulled. These will be randomly inserted into 2011-12 NHL Upper Deck Series Two in order to get them into the market and they are seeded as a bonus autograph card. The odds of pulling them are roughly 1:13,500 hobby packs and 1:2,300 retail packs.

Short Print List – Will Upper Deck release a short print list on non-numbered autograph cards? You bet we will. Here you go!

2011-12 NHL Upper Deck Series Two Game Jersey cards – Worthy of note, Group B cards are easier to pull than Group C cards as a whole, but Group B cards are more scarce individually.

GROUP C (1:53)
GJ-AE Alexander Edler
GJ-AV Antoine Vermette
GJ-DB Derick Brassard
GJ-DR Derek Roy
GJ-ED Evgeny Dadonov
GJ-GP George Parros
GJ-JG Jean-Sebastien Giguere
GJ-JL John-Michael Liles
GJ-JS Jason Spezza
GJ-LS Luke Schenn
GJ-MD Matt Duchene
GJ-MT Marty Turco
GJ-NB Nicklas Backstrom
GJ-NF Nikita Filatov
GJ-NG Nathan Gerbe
GJ-SV Semyon Varlamov
GROUP B (1:44)
GJ-AH Ales Hemsky
GJ-AT Alex Tanguay
GJ-BB Brian Boyle
GJ-BD Brandon Dubinsky
GJ-BR Dustin Brown
GJ-CA Jeff Carter
GJ-CP Chris Pronger
GJ-CS Chris Stewart
GJ-DK David Krejci
GJ-JA Jason Arnott
GJ-JB Josh Bailey
GJ-JJ Jack Johnson
GJ-JP Jason Pominville
GJ-JV Jakub Voracek
GJ-KL Kari Lehtonen
GJ-KV Kris Versteeg
GJ-LE Loui Eriksson
GJ-MC Matt Carkner
GJ-MF Michael Frolik
GJ-MS Marc Staal
GJ-NL Nicklas Lidstrom
GJ-RM Ryan Miller
GJ-SE Devin Setoguchi
GJ-SH Scott Hartnell
GJ-SO Steve Ott
GJ-ST Drew Stafford
GJ-TV Thomas Vanek
GJ-TZ Travis Zajac
GJ-VA James van Riemsdyk
GJ-ZC Zdeno Chara
GROUP A (1:4,624)
GJ-AO Alexander Ovechkin
GJ-JT Jonathan Toews
GJ-RL Roberto Luongo
GJ-SC Sidney Crosby

2011-12 NHL Upper Deck Series Two Signature cards

GROUP C (1:720)
UDS-AL Andrew Ladd
UDS-BR Derick Brassard
UDS-CO Cal O’Reilly
UDS-DB Drayson Bowman
UDS-JO Johnny Oduya
UDS-JS James Sheppard
UDS-KA Keith Aulie
UDS-LK Lauri Korpikoski
UDS-ML Maxim Lapierre
UDS-PM Philip McRae
GROUP B (1:2,792)
UDS-AS Alex Stalock
UDS-BA Josh Bailey
UDS-CL David Clarkson
UDS-DC Daniel Carcillo
UDS-ER Jonathan Ericsson
UDS-JE Jordan Eberle
UDS-JN James Neal
UDS-LC Logan Couture
UDS-MD Michael Del Zotto
UDS-MF Michael Frolik
UDS-MI Brendan Mikkelson
UDS-MT Mattias Tedenby
UDS-NF Nick Foligno
UDS-NG Nicklas Grossman
UDS-PO Patrick O’Sullivan
UDS-TM Thomas McCollum
GROUP A (1:2,970)
UDS-AD Adam Larsson
UDS-AO Alexander Ovechkin
UDS-AP Alex Pietrangelo
UDS-BL Brian Lee
UDS-BM Brett MacLean
UDS-CH Cody Hodgson
UDS-DA David Backes
UDS-DP Dion Phaneuf
UDS-GL Gabriel Landeskog
UDS-JB Jonathon Blum
UDS-JH Josh Harding
UDS-JM Jacob Markstrom
UDS-MR Mike Ribeiro
UDS-MS Marc Savard
UDS-NH Ryan Nugent-Hopkins
UDS-PA Daniel Paille
UDS-PK Patrick Kane
UDS-PL Pascal Leclaire
UDS-RJ Ryan Jones
UDS-SC Sidney Crosby
UDS-SG Sam Gagner
UDS-SS Steven Stamkos
UDS-SW Shea Weber
UDS-WG Wayne Gretzky

2011-12 NHL MVP One-on-One Signature cards

GROUP C (1:7,016)
MVP-CH Joe Colborne/Cody Hodgson
MVP-PE Magnus Paajarvi/Jordan Eberle
GROUP B (1:9,419)
MVP-#1#2 Ryan Nugent-Hopkins/Gabriel Landeskog
MVP-LBBR Carey Price/Lars Eller
MVP-OS Alexander Ovechkin/Steven Stamkos
GROUP A (1:34,380)
MVP-DT Pavel Datsyuk/Jonathan Toews
MVP-HO Brett Hull/Adam Oates

2011-12 NHL O-Pee-Chee Update Signatures

GROUP B (1:2,547)
OPC-AL Andrew Ladd
OPC-BM Brett MacLean
OPC-DB Drayson Bowman
OPC-JM Jacob Markstrom
OPC-MU Peter Mueller
GROUP A (1:6,136)
OPC-AO Alexander Ovechkin
OPC-BO Bobby Orr
OPC-GL Guillaume Latendresse
OPC-JE Jordan Eberle
OPC-NH Nathan Horton
OPC-RY Ryan Nugent-Hopkins
OPC-SC Sidney Crosby
OPC-SW Stephen Weiss
OPC-TM Thomas McCollum
OPC-WG Wayne Gretzky

2011-12 NHL O-Pee-Chee Team Canada Signatures

GROUP B (1:2,553)
TC-AH Adam Henrique
TC-BC Brett Connolly
TC-CE Cody Eakin
TC-CM Clarke MacArthur
TC-DR Derek Roy
TC-GN Greg Nemisz
TC-KA Keith Aulie
GROUP A (1:6,101)
TC-CU Sean Couturier
TC-EG Erik Gudbranson
TC-JS Jeff Skinner
TC-RJ Ryan Johansen
TC-RY Ryan Nugent-Hopkins

Got any other questions about 2011-12 NHL Upper Deck Series Two? Post them in the comment section below!

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Fans seem to really be enjoying the new 2011 World of Sport set from Upper Deck. In particular we have been pleased to see how well the Shadowbox insert cards from the set have been selling. We believe it is important to come up with innovative new inserts that are limited and fans want instead of just inserting more memorabilia cards and parallels. The initial sales on these seem to show they are a hit. Take a look at completed auctions for Tiger Woods, Aaron Rodgers, Wayne Gretzky, A.J. Green, Abby Wambach and David Beckham.

The autograph sets have been performing well also and it seems like there may be some collectors looking to put together master sets considering there are ZERO redemption cards in the product. For the base set autograph parallels, we have close to 300 of the 400-card checklist available for one of the largest autograph checklists of the year featuring the greatest variety of sports stars. And now we are pleased to share the short print lists for those sets.

Group A – 1:303
Card # Player Name
1 Ozzie Smith
2 Mike Schmidt
36 Scottie Reynolds
40 Al-Farouq Aminu
45 James Anderson
57 John Stockton
58 Bill Walton
89 Adrian Peterson
93 Greg Pruitt
131 Terrelle Pryor
140 Drew Brees
141 Dan Marino
143 Sidney Crosby
146 Joe Sakic
148 Ron Francis
149 Wayne Gretzky
161 Glenn Anderson
243 Juan Pablo Angel
250 Amy Rodriguez
252 Laura Kalmari
255 Cat Whitehill
256 Ella Masar
257 Jordan Angeli
259 Karen Bardsley
263 Nicole Barnhart
264 Shannon Boxx
265 Meghan Klingenberg
266 Hope Solo
270 Tiger Woods
285 Zach Johnson
304 Nolan Ryan
308 Bob Gibson
309 Lou Brock
310 Bo Jackson
311 Chris Paul
312 Derrick Rose
313 Alonzo Mourning
315 David Robinson
316 Walt Frazier
317 Hakeem Olajuwon
318 Clyde Drexler
320 Greg Monroe
321 LeBron James
323 Julius Erving
324 Tom Izzo
325 Billy Donovan
331 Blaine Gabbert
334 Tony Dorsett
335 John Elway
336 Bubba Smith
337 Barry Sanders
338 Earl Campbell
339 Gale Sayers
341 A.J. Green
342 Cam Newton
343 Jake Locker
344 Julio Jones
345 Billy Sims
346 Mark Ingram
348 Tiger Woods
354 Bobby Clarke
355 Luc Robitaille
356 Mario Lemieux
358 Mark Messier
359 Mike Bossy
360 Larry Robinson
361 Denis Potvin
362 Phil Esposito
364 Darryl Sittler
368 Wayne Gretzky
369 Sidney Crosby
381 Randy Couture
382 Will Bruin
389 Landon Donovan
391 Omar Salgado
392 Tobin Heath
393 Alex Morgan

Group B – 1:57
Card # Player Name
3 Matt Szczur
26 Whitey Ford
27 Carlton Fisk
29 Dennis “Oil Can” Boyd
33 LeBron James
34 DeMarcus Cousins
35 Michael Jordan
39 Cole Aldrich
47 Ekpe Udoh
50 Larry Johnson
51 Brook Lopez
52 Eric Bledsoe
53 Mark A. Jackson
54 Steve Nash
60 Tim Hardaway
61 Jimmer Fredette
62 Toni Kukoc
63 Candace Parker
74 Jay Wright
75 Ben Howland
77 Mark Few
80 Jim Calhoun
90 Armon Binns
91 Raghib Ismail
92 Floyd Little
94 Mikel Leshoure
95 Tim Brown
99 Bernie Kosar
100 Leonard Hankerson
101 Brian Bosworth
104 Christian Ponder
105 Aaron Williams
107 Randall Cobb
110 Ryan Mallett
111 Titus Young
114 DeMarco Murray
116 Noel Devine
119 Torrey Smith
123 Ryan Williams
126 Evan Royster
133 Bo Jackson
138 Bruce Carter
139 Rod Woodson
142 Greg Salas
144 Scott Niedermayer
145 Bobby Hull
147 Grant Fuhr
150 Mike Gartner
151 Dale Hawerchuk
154 Gilbert Perreault
164 Bill Ranford
208 Matt Bocklet
214 Kevin Hartman
215 Donovan Ricketts
216 Davy Arnaud
217 Andy Najar
218 Marvell Wynne
219 David Ferreira
220 Michael Stephens
221 Chad Barrett
230 Justin Braun
231 Fabian Espindola
232 Jamison Olave
234 Stefan Frei
235 Steve Zakuani
236 Matt Reis
237 Conor Casey
239 Zack Schilawski
240 Omar Cummings
241 Heath Pearce
245 Sean Franklin
247 Matt Pickens
258 Jillian Loyden
260 Lori Lindsey
262 Leslie Osborne
272 Nancy Lopez
274 Natalie Gulbis
275 Brittany Lincicome
278 Fred Couples
280 Anthony Kim
281 Jay Haas
282 Steve Stricker
283 Hunter Mahan
301 Manny Machado
303 Ryne Sandberg
305 Jose Canseco
306 Steve Carlton
307 Don Mattingly
322 Michael Jordan
326 Jamie Dixon
327 Bill Self
328 Tubby Smith
332 Von Miller
349 Nick Faldo
350 Annika Sorenstam
352 Mike Weir
357 Ray Bourque
365 Paul Coffey
367 Doug Gilmour
370 Bobby Orr
371 Gordie Howe
372 Cammi Granato
375 Paul Rabil
376 Kip Turner
377 Matt Danowski
380 Brodie Merrill
383 Juan Agudelo
384 Rafael Marquez
385 Sebastien Le Toux
386 Dwayne DeRosario
396 Mia Hamm
399 Marion Jones
400 Tyson Gay

Group C – 1:17
Card # Player Name
4 Delino DeShields
8 Cody Hawn
12 Kolbrin Vitek
13 Jonathan Garcia
14 Carlos Perez
15 John Lamb
16 Yordano Ventura
17 Robinson Yambati
18 Reggie Golden
20 Mike Olt
21 Michael Choice
22 Matt Lipka
23 Christian Yelich
24 Aaron Altherr
28 Zach Walters
30 Gauntlett Eldemire
31 Kyle Parker
32 Matt Packer
41 Stanley Robinson
43 Jerome Jordan
46 Gani Lawal
49 Craig Brackins
64 Jackie Stiles
65 Steve Alford
66 Bobby Cremins
67 Bruce Pearl
68 Mike Montgomery
69 Mike Brey
70 Thad Matta
71 Bo Ryan
72 Steve Fisher
73 Bob Huggins
76 Gary Williams
78 Jeff Capel III
79 John Beilein
81 Sean Miller
82 Dana Altman
83 Seth Greenberg
84 Homer Drew
85 Matt Painter
86 Bruce Weber
87 Tom Crean
88 Rick Majerus
96 Kendall Hunter
102 Andy Dalton
109 Prince Amukamara
112 Daniel Thomas
115 Colin Kaepernick
117 Kyle Rudolph
118 Ryan Kerrigan
121 Justin Houston
124 Greg Little
125 Charles White
127 Allen Bradford
128 Rahim Moore
129 Da’Quan Bowers
130 Corey Liuget
132 Vincent Brown
134 Terrence Toliver
135 Ricky Stanzi
136 Jaiquawn Jarrett
137 Adam Weber
152 Al MacInnis
153 Jaden Schwartz
155 Doug Wilson
162 Ron Hextall
182 Alex Smith
185 Brian Phipps
187 Max Seibald
188 Kyle Dixon
195 Joel White
196 Billy Bitter
197 Grant Catalino
204 Jesse Schwartzman
207 Jordan Burke
210 Kevin Crowley
213 Brendan Mundorf
222 Chad Marshall
223 Kyle Beckerman
224 Kasey Keller
225 Landon Donovan
226 Javier Morales
227 William Hesmer
228 Josh Wolff
229 Omar Gonzalez
244 Shalrie Joseph
246 Macoumba Kandji
248 Chris Pontius
254 Brandi Chastain
261 Lauren Fowlkes
269 Matt Every
271 John Mallinger
273 Cristie Kerr
276 Song-Hee Kim
277 Morgan Pressel
279 Charley Hoffman
284 Johnny Miller
287 Bubba Watson
288 Damien Hobgood
289 C.J. Hobgood
290 Layne Beachley
291 Gretchen Bleiler
294 Mike Smith
296 Janet Evans
297 Dee Dee Jonrowe
300 Jonathan Wendel
378 Ned Crotty
379 Matt Poskay

Worthy of note, some players are featured in the autograph checklist more than once as they have more than one card. Please confirm the card number to confirm the group for your player as some players may have autographs in more than one group.

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In the sports collectibles world, fans are not jumping all over LeBron James still, but they are elsewhere. In the world of gambling, the smart money is on LeBron James. At the time of the NBA All-Star break LeBron had become the clear-cut favorite to be named the league’s most valuable player at the end of the season with his odds now at a staggering 1/2. Kobe Bryant has the next best odds at 9/2 and Kevin Durant is behind that at 6/1. Worthy of note, Jeremy Lin is now at 25/1, but after LeBron and the Miami Heat shut down the “Linsanity” last week, those odds may jump back up.

Collectors however still are not jumping on the bandwagon. Traditionally most collectors wait until a player achieves an accomplishment like another NBA MVP award or title before they invest in their memorabilia, and by doing that, they pay a premium.

Last summer I did a blog post about the top ten athlete’s authentic memorabilia to invest in now and LeBron James was my number one pick. LeBron is making me look like a genius by putting together another MVP season and is looking good to bring home his first NBA championship. Fans who invested in LeBron when I wrote that post are likely sitting pretty, but many fans are still on the fence. And yet, there is still an opportunity to get in on LeBron before he blows up, courtesy of Upper Deck and a special promotion we will be running throughout March.

It is called the “He Scores, You Save” promotion where based on how much LeBron scores in his most recent game, you can realize some tremendous savings on his signed memorabilia from Upper Deck Authenticated. Based on how many points he scores, we will discount his memorabilia for that percentage (up to 40%) until his next game on orders placed on the Upper Deck Online Store at checkout.

And LeBron started off the promotion in grand fashion last night against the Portland Trail Blazers netting 38 points for the Heat. That means you have until the start of the Utah Jazz game tonight to score a HUGE discount on his signed items. Unless you think he will score more than 38 tonight, which he most certainly could…

Until game time tonight, you can score this signed LeBron James piece for 38% off!

So what are you waiting for? Take a look at some of the awesome LeBron James memorabilia that has been deeply discounted because of his performance last night. Add it to your cart and proceed to checkout to see what your price will be with the whopping 38% discount.

Even dual signed LeBron James items with Dwyane Wade are available for this promotion!!!

And if he is named NBA MVP and scores his first title, as our friends in Vegas believe he will, and prices on his memorabilia shoot north, will you be smiling because you bought in March or will you be saying to yourself, “I woulda, I coulda, I shoulda?” This promotion is being offered as a way of thanking our loyal fans for this month only. Don’t let it pass you by!

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Upper Deck changed the company’s direct sales program in March of 2011 in an effort to clean up distribution and offer more support to brick and mortar retailers with the Certified Diamond Dealer program. Certified Diamond Dealers have expressed an appreciation for how Upper Deck is supporting them by having an enforcement aspect to the program where the company can trace product back to its origin and eliminate retailers not honoring the agreement. What the policy has led to is a healthier marketplace and an influx of sports fans looking to get into the business of actually owning a trading card shop.

With the potential for growth there are opportunities for entrepreneurs to open a small business of their own. Over the next several weeks we will be sharing some tips from industry experts on what it takes to open a hobby shop and why it is a viable business. If owning a trading card store has always been a dream of yours, make sure to check out these posts as you will get some great tips.

First up, let’s hear from Southern Hobby Supply, an Authorized Distributor for Upper Deck here in the United States. Chris Austin and Brad Wagoner take a little time to share their history in the business and why now is a good time to get in it.

Dustin Laugherty, Southern Hobby’s director of Sports Marketing, also helped us with some question we have received in:

Question: Once I’ve opened a shop, what are some tips to help grow my business?

Dustin at Southern Hobby: “Your biggest advantage as a card store owner is that fact you get the opportunity for face-to-face interaction with almost all of your customers. You can share stories, compare box openings, trade and enjoy a fellowship unlike any online store. By building a sense of community inside your store you are inviting your customers to invite their friends and family. Have case parties, trade nights or other events that prompt your customers to talk about their hobby with each other. The more excited your customers are about their hobby, the more they will want to share with other people. The most powerful form of advertising is word-of-mouth and that’s what you will want to focus on by providing a great in-store experience.”

Shops that create a sense of community in their store with events that embrace every level of collector, young and old, tend to have the best chance for success.

Question: Where and how should I advertise my business?

Dustin at Southern Hobby: “Several stores I work with have reported great success using cable to advertise. Cable television offers surprisingly affordable rates, and you can easily tailor your spots to hit a particular demographic. You also need to embrace social media. Facebook, Twitter, Google+, YouTube and blogs are amazing tools to help grow your brand and your business. There is a misconception that they are free. It is true they are free to use, but stores that really have success spend to do some targeted advertising on Facebook in particular. They can realize a great return on their investment by finding collectors in their town and engaging them. By using social media you are easily able to keep your store top of mind with collectors.”

Southern Hobby Supply is a full-service Authorized Distributor for the Upper Deck Company and can help a new shop owner get the product they need to supply their customers.

Recently Upper Deck ran a promotion called National Hockey Card Day where collectors could visit participating Certified Diamond Dealers and get a free pack of Upper Deck NHL cards. Unfortunately not every collector had a shop in their area to visit to score this great giveaway. What does that mean? It means there are opportunities all over the United States and Canada to open a hobby shop and there are fans who would love to see that. Just listen to some of the comments from real collectors received on Upper Deck’s Facebook page for National Hockey Card Day:

“I live in Turner Valley, Alberta, Canada. I wish there was a card store nearby because I know quite a few people who have asked where they can buy hockey cards.” Jeremy O.

“It would be nice to have a Certified Diamond Dealer in my town so that I could enjoy the drop in ability that I used to have. I miss the chance to go to the hobby shop, buy a box, and open it amongst other collectors. [And I miss] vicariously enjoying the box breaks of fellow collectors and exchanging hobby stories.” Rick G.

“We need a CDD in Orlando Florida. We have NHL hockey in Tampa Bay and Miami so the interest would be high. Also the Orlando area is full of transplants from the Northeast so I feel business would be good if promoted properly. A preseason NHL Tampa Bay game played in Orlando drew a big crowd and was a success. I’m originally from Philadelphia so Flyers hockey is in my blood and I continue to follow the NHL even in sunny Orlando. There are not enough card dealers in Orlando.” Karen P.

“With the return of the Jets, hockey and hockey cards have become HUGE in the province of Manitoba. The population of Certified Diamond Dealers in Winnipeg is fine, but outside of the city where I live, we are lacking hobby shops. I am hoping that as time goes on, and the Jets reach the playoffs, that a CDD will pop up in rural Manitoba to serve NHL hockey card to fans outside of Winnipeg!” Shane K.

“I live in Granite City, IL and I wish we had a Certified Diamond Dealer here that carried lots and lots of hockey cards especially for the St. Louis Blues. We are 15 minutes from St. Louis which is the best hockey town. We love Upper Deck and we need a store that carries Upper Deck gear and packs please!” Don L.

Look for more tips on how to open a trading card store right here on the Upper Deck Blog soon! And if you want to check out examples of trading card shops we work with, click here.

The information provided in this story is for assistance only and is not intended to be and must not be taken alone as the basis for an investment decision. Opening a trading card store, like any other business, presents certain risks for the business owner. Each reader of this information should make such investigations as it deems necessary to arrive at an independent evaluation of an investment.

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