Podcast Summary: The Next Big Marketing Trend For 2026

Podcast: The GaryVee Audio Experience
Host: Gary Vaynerchuk
Episode Date: November 14, 2025

Main Theme

In this episode, Gary Vaynerchuk shares his vision for the next big marketing trend headed into 2026: the rising power of collectibles and collectible-based strategies as a catalyst for consumer engagement, brand loyalty, and new revenue streams. Gary explores how collectibles are moving from nostalgia and niche hobbyism into mainstream lifestyle and how businesses—from Fortune 50s to mom-and-pop shops—can leverage this cultural shift. The episode also features a rapid-fire “lightning round” where Gary brainstorms how various industries could realistically utilize collectible strategies.

Key Discussion Points & Insights

1. Collectibles as the Next Lifestyle Trend

• Context and Historical Precedents (01:00–03:00):

  • Collectibles aren’t new; brands in the ‘70s–’90s (Hostess, Capri Sun) used trading cards to drive sales.
  • Local breweries, Starbucks, and others have done limited-edition releases that have become highly valued after-market items.

  “Collectibles as a lifestyle genre is now going from the minor leagues to the major leagues… and that will have massive, massive impact on every consumer brand in the world.”
  — Gary (02:40)

• Cultural Movement (03:00–04:50):

  • Collectibles now sit alongside music, fashion, travel, food, and sports in the way they signal identity and belonging.
  • The urge to “peacock,” communicate group association, or simply flex what’s special fits directly into this collectibles trend.

  “Collectibles is the new stature. It’s the new thing, like paintings in a home, your sports card collection, your rare toy.”
  — Gary (04:11)

2. Collectibles as Communication Tools & Consumer Differentiation

• Badging and Tribalism (04:00–05:00):

  • People signal belonging and status via rare or themed collectibles (like rare sneakers, handbags, or fandom pins).
  • Collectibles become both a social “wink” and a way to bond over shared passions.

• Brand Examples & Applications (04:52–06:00):

  • Airlines could use limited-edition collectibles (e.g., Bon Jovi DVDs for first-class flyers) for differentiation.
  • Everyday CPG goods—like cereals, razors, or apples—could contain unique collectibles, leveraging fandoms (Pokemon, Lisa Frank, Hello Kitty) or artist collaborations.

  “I might have never had that cereal before, but I got it for the Pokemon.”
  — Gary (05:56)

3. Practical Application & Execution

• Trial Driver & Breaking Out of Traditional Marketing (06:00–08:00):

  • Collectibles as a lever for first purchase/trials; nostalgia meets new consumers.
  • The academicization of marketing over the past 25 years means many overlook “cheesy” but effective tactics like collectible inserts.

  “It is now the biggest opportunity for anyone selling something to attach themselves to a collectible, to widen it.”
  — Gary (07:09)

• Avoiding Friction (08:00–09:20):

  • Brands tend to overcomplicate collectible redemption (QR codes, scratch-offs, passcodes)—Gary argues this is a mistake.
  • The collectible should be physically included with the product, minimizing barriers.

  “Don’t get cute…Make it easy. Let them get the thing.”
  — Gary (08:54)

4. Interest Media & The Social Algorithm Shift

• From Social to Interest Media (09:20–11:30):

  • Social feeds increasingly surface content based on user interests, not just follows.
  • Brands can align their collectible campaigns with interests (e.g., Tony Hawk + butter) to surface organically to new audiences via algorithmic recommendations.
  • Tie-ins with IP and influencers can multiply reach and demographic penetration.

  “Marketers, pay attention! You are using the creative collectible overlay as an opportunity to create relevance and interest in your product…”
  — Gary (10:16)

5. Flip Culture, Technology, and Scale

• Low Friction Resale & Liquid Markets (11:30–13:00):

  • Selling and reselling collectibles is easier than ever due to eBay, StockX, live shopping, etc.
  • The flip economy is now accessible to anyone thanks to mobile tech and AI (Gary references his 2017 Flip Challenge).

  “With AI and a phone, you can list something on eBay in what, I don’t know, four seconds. Lack of friction, technology, scaled liquidity…”
  — Gary (12:18)

6. Lightning Round: Custom Collectible Strategies for Different Industries

(Timestamps reflect the start of each scenario)

| Segment | Brand/Entity | Gary’s Collectible Strategy | Notable Moments / Quotes | |---------|--------------------|-------------------------------------------------------------------------------|----------------------------------| | 12:22 | John Deere | Limited-edition cassette tapes with country artists (rarity tiers with special perks for rare finds, e.g. backstage passes). | “That country artist…with that gold one also will let you come backstage and see them front row…” (12:58) | | 13:12 | Austin Gym | Sticker packs featuring fitness influencers (local/national, 100k-500k followers), exclusive to new signups, plus live Zoom Q&As for members. | “Influencers are flattered because…now they have a collectible sticker.” (14:21) | | 14:42 | J.Crew | Limited-edition “quiet luxury” apparel drops via live shopping on TikTok Shop or eBay Live, amplified with influencer content. | “The creative from that live show is giving you…a halo effect to make J. Crew cooler to quiet luxury enthusiasts…” (15:11) | | 15:33 | LA Hair Salon | Rookie trading cards featuring high school football stars or local influencers; “punch card” system rewards with unique collectibles. | “This collectible is actually gonna be their rookie card…from a hair salon.” (15:41) | | 16:55 | Chevrolet | Retro roadmap collectibles autographed by road-trip culture influencers, available to dealership visitors. Physical meet-and-greet events. | “500 per location. First 500 people that show up, get an autograph map. He’ll autograph it with you…” (17:23) |

Notable Quotes & Memorable Moments

• “[Collectibles] as a lifestyle genre is now going from the minor leagues to the major leagues of the other big ones.” (02:40)
• “We are peacocking. We’re communicating. Often around insecurities, which is another topic for another video, but occasionally around tribalism and fandom.” (04:00)
• “Fuck the friction. Make it easy. Let them get the thing.” (08:54)
• “Marketers pay attention! You are using the creative collectible overlay as an opportunity to create relevance and interest in your product…” (10:16)
• “With AI and a phone, you can list something on eBay in…four seconds. Lack of friction, technology, scaled liquidity. So much demand for collectibles. What an opportunity.” (12:18)
• “This is massive stuff…Twitch…just launched with Elf Cosmetics…massive stuff.” (11:50)

Takeaways and Closing Thoughts

• Collectibles are poised to become as mainstream a lifestyle signal as luxury goods, cars, or fashion.
• Every business—regardless of size—can experiment with collectible strategies to create affinity, trial, and viral engagement.
• Frictions in redemption kill value; integrating physical collectibles is key.
• The ongoing evolution to ‘interest media’ means campaigns can and will reach new, previously unreachable consumer segments—if they’re aligned with relevant IP or creators.
• Flip culture and new technology mean the collectible economy will only become more liquid, accessible, and powerful for brands.

“As we go into 27, 28, 29, 30, collecting is continuing to grow. Every Fortune 500 company should worry about this, and every small business… It’s worth flirting with because once you learn, you learn.”
— Gary (19:20)

End of Summary