Gimmick.
The very word brings to mind something that seems interesting,
but a little shady at the same time.
Gimmick is defined as a trick or device intended to attract
attention, publicity, or business. There
are gimmicks all over the place in our modern world.
Nabisco uses gimmicks to sell more Oreos. Banana Split Oreos. Cookie Dough Oreos. Watermelon Oreos. Halloween Oreos. They trick up the standard Oreo (a favorite
by the way) to draw attention to the brand and get people to try something new
and unusual.
Retailers use a ton of gimmicks. End caps and register aisles are used for
impulse purchases. Grouping items 2 for
$3 or 10 for $10. Marketing “New
Packaging, Same Great Taste” when it’s really smaller packaging, less product,
same price.
Love it or hate it, companies use gimmicks because they
work. They drive sales. People who like Oreos are going to buy Oreos. People who are on the fence DO try Oreos with
wacky flavors. If they didn't, Nabisco wouldn't
be making them. People do buy 2 for $3
when they only need one because it SEEMS like a good deal.
In the sports card world, gimmicks are getting more and more
“common”. The reason you see more
gimmicks is because they drives sales. I
believe Topps is concerned about ALL SALES.
They want the little guy to buy a hobby box or a blaster. They need that business. However, those little sales aren’t what
drives them to use gimmicks. If we could
all put together a set too easy, it would kill sales. The use of gimmicks like photo variations,
sparkle variations, serial numbered parallels and yes, autographs and relics,
is what drives the repeat sales. It’s
what gets one guy to bust over 50 cases because he can sell all the gimmick
cards. No one is busting cases because they
want to sort thousands and thousands of base cards into complete sets or team
sets. They do that too, but they are
doing it to sell the big gimmick cards.
I don’t hate gimmick cards.
I understand them. I know why
Topps is making them. It’s not about the
integrity of the hobby or keeping with the tradition of making amazing products
like 1956 Topps (one of my all-time favorites).
It’s about driving sales. Big
case breakers and even group breakers are driving the hobby and it is what it
is. I can’t fathom the idea, but many
case breakers don’t even ship base cards, so the popular song, All about that
Base (pun intended), couldn't be farther from the truth.
Now, why did I write about gimmicks today?
It’s simple really.
Yesterday, in an attempt to feed my irrational need to find 2015 Topps
Series 1 on the first day, I drove to four stores. Two Walmarts and two Targets. At the last Target, with nothing to show for
my attempt, I settled on a Fairfield Repack.
It set me back $11.99 plus tax and had 10 packs inside. I buy one of these every now and then if I’m
looking at the card aisle and all I can find is football. They are generally fun to open, but I haven’t
had a ton of luck with them. You have to
know going in that you’re probably going to get a couple of decent packs, the
ones you can see, and mostly filler to round it out. Most of the ones I've bought lately have had a
fair number of 2014 Topps Series 1, 2 and Update packs, which is fine since I
didn't buy much of that last year.
This one had the following packs inside (I've listed the best card from each pack too):
Left side:
1988 Donruss (Cal Ripken Diamond King)
2014 Opening Day (Yasiel Puig base)
2004 UD Series 2 (Marcus Giles..great photo)
2014 Topps Update (Roy Halladay 1989 Mini)
2013 Panini Prizm (Joe Mauer USA…beautiful card!)
Right side:
2014 Series 1 (Kyle Seager gold 474/2014)
2014 Series 2 (This is the one you’re waiting for )
2014 Series 2 (Derek Norris…love catchers in their gear)
2014 Heritage (Scooter Gennett…love that name)
2014 Ginter (Adam Wainwright SP)
Oddly enough, the Mauer is my favorite card of the bunch,
with the exception of the “gimmick” card I pulled from the 2014 Series 2
pack. I won’t withhold it any
longer.
How about a case hit in a repack? Now that’s a gimmick I can enjoy.
Here's a close-up for those of you who have aging eyes like me. If you're going to get a gimmick card, you might as well pull one of the best pitcher in the game.