Target policies against Pokémon scalpers quietly roll out at some stores
Target implemented purchase limits on its latest Pokémon merchandise collection drop to combat scalpers and resellers. The collection, which launched over the weekend, featured various items including Pokémon-themed windbreakers and kickballs—all of which sold out rapidly across both online and in-store channels.
As part of the rollout, Target began enforcing a one-item purchase limit per Pokémon product at select store locations. According to employees and customer reports circulating on social media, the retailer posted notices in stores detailing the new restriction. The company’s official product page confirmed the one-item purchase limit policy, though the specifics of which products are covered by the restriction remain unclear.
This initiative represents Target’s effort to address the persistent reselling problem that has plagued popular retail releases in recent years, particularly for collectible and limited-edition merchandise. By restricting purchases to a single unit per product, the retailer aims to prevent bulk buying for resale at inflated prices—a common practice that frustrates mainstream consumers seeking to obtain merchandise at standard retail value.