Collecting is a passion that attracts men (57%) and women (43%) across the board. 6 out of 10 Italians are passionate collectors with at least 2 hours dedicated a week and on average each collector owns more than 2 different types of collection. Digital is a reference channel: 62% of collectors use it to purchase new pieces and 42% to sellwith an average annual revenue of 1,165 euros. This is the photograph that emerges frominvestigation commissioned to Ipsos by eBaya global marketplace that has always been attentive to the passions of its community. For eBay, collecting represents one of the most relevant categories, with constant growth over the years, thanks to a wide range of products that allows enthusiasts to enjoy a complete and personalized experience.
“Collecting is a crucial category for eBay, a true ecosystem of passions that we share with our community and that we want to continue to support“. Comment by Lorenzo Leonardi, Collectibles & Media, Category Manager eBay Italia. “This survey confirms the importance and potential of this sector. We will continue to invest to offer collectors a marketplace full of opportunities and an increasingly broad and varied offer, to continue to be a dynamic platform and a point of reference for all enthusiasts“.
Again according to the research, 60% currently own a collection and 33% have had one in the past. ‘Coins and banknotes’, ‘movies and DVDs’, trading cards, ‘comics and manga’ are the most popular categories. The latest generation collections are very popular among younger people: 58% of those who collect trading cards and 52% of action figure enthusiasts are between 18 and 34 years old. However, older adults prefer objects with a vintage flavour: 50% of stamp enthusiasts are over 45, 62% of those who collect vinyl records and 52% of those who prefer films and DVDs. The charm of comics and manga knows no age and transcends generational boundariesthrilling fans from 18 to 65 years old.
Italian collectors are curious, nostalgic and meticulous. The spark can arise from a personal passion (55%), or because it is inherited from a relative (13%) or after helping someone start a collection (9%).
The younger ones (18-24 years old) are attracted by the aesthetics, rarity and history of the single piece. For everyone else, from 25 to 65 years old, the pleasure of collecting prevails, the satisfaction of searching, finding and preserving objects.
For 7 out of 10 people, collecting is a way to express their personality, escape stress and expand their knowledge. It is also an opportunity to socialize and meet other people who share the same passion (59%), as well as a priority: to expand the collection, they give up other interests, from going out to dinner (48%), to everyday products daily (47%) to holidays (41%).
The Southern regions lead the ranking for the greatest density of collectorswith 68% of Sicilians and 67% of Campania inhabitants dedicating themselves to at least one collection.
The collections most loved by Italians include coins and banknotes (15%), trading cards (10%) and comics and manga (9%). And the passion for these objects is confirmed over time: 48% of coin and banknote collections are more than 10 years old. More recent collections, such as trading cards (80%) and comics and manga (59%), also demonstrate notable longevity, lasting up to 10 years. Trading cards are the ones we dedicate the most time to: 30% of collectors invest over 4 hours a week in them.
Each generation has its favorite collection: trading cards and action figures are very popular among young people (18-34 years old). The over 45s show a more retro taste: stamps, vinyl and films and DVDs.
Online confirms itself as a primary channel for the purchase (62%) and sale (42%) of collectibles. In 2023 the average online spend was 902 euros and 20% of collectors declared an increase in 2024.
Collectors recognize the web as a profitable channel: the average revenue from online sales was 1,165 euros in the last year. Those who sell online do so to finance the purchase of new pieces (23%) or to make a profit from resale, thanks to the increase in value it acquires over time (26%).
The Internet is the main source of information, followed by fairs and markets and specialized shops. Marketplaces are highly appreciated by collectors, eBay is the best known (57%).
On eBay.it the most popular collections are: trading cards, action figures, paper collectibles, static models and militaria. The most sought after pieces are Pokémon cards, World War I objects and model trains. The rarest item? A Charizard card from the Italian basic set in first edition certified PSA 10, the only one in the world to have obtained a valuation of around 390,000 euros.
Gen Z and Millennials represent the most dynamic and social soul of the collectorare meticulous, ambitious but also extroverted, they dedicate more than four hours a week to their passion for Pokémon, Magic or sports cards, often born from helping a friend, from an enlightening conversation or from childhood nostalgia.
Those over 35mainly focus on collections of stamps and coins, often inherited from a relative and intended for one’s descendants. Their passion is supported by the prospect that, over time, the value of the treasure can grow and offer an economic return. Jealously guarded for years, the collection is admired in free moments. The economic investment to expand it is limited, but they dedicate time to estimates, considering it a form of investment and capital for the family. Selling is not a priority, but if it happens, they prefer flea markets and looking for a deal, dreaming of a little extra profit.
Again according to research conducted by Ipsos for eBay, From the age of 45 onwards, people mainly collect vinyl records and films/DVDs. They are not serial hoarders and spend up to three hours a week between stalls, online searches for limited editions and the pleasure of enjoying a film or record that has marked their life. Passion, often lasting more than ten years, is an expression of their personality and an anti-stress valve, nourished by nostalgia and the search for escape. They buy online and offline but, like good analogue shoppers, they prefer treasure hunts in the markets.
Comic and manga collectors are a constantly evolving species, meticulous and across all generations. They often boast a high education, proving that superheroes and samurai do not preclude brilliant careers. The collection, born from a personal passion, expresses their personality and interests.
