How to Win by Giving Value to Local Retailers

Gary Vee dives deep into his passion for fictional vintage trading cards and the strategic importance of prioritizing retail stores in the collectibles space. Drawing from his upbringing in a family-owned liquor store, he emphasizes that success comes not from extracting value from retailers, but from giving them value first—building relationships, showing up in person, and supporting their business. He shares his personal journey as a lifelong collector of action figures, comics, and non-sports cards, revealing how his love for the hobby directly inspired the creation of VeeFriends. Gary passionately defends the long-term vision behind VeeFriends, highlighting the upcoming Super Sticker Spectacular series, the educational value of the comics, and the importance of creating meaningful stories that teach empathy and kindness to children. He also makes a bold case for the undervalued potential of vintage non-sports cards, citing dramatic price surges in obscure items like the 1981 Japanese Menko Super Mario card, which jumped from $25 to $3,000, proving that the market is smart and self-correcting over time.