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The report estimates the total value of personal collections held by current Australian collectors to be $16.8 billion, with some of the most-commonly collected items including coins (34%), toys (33%), pre-loved fashion (26%), and trading cards (16%).
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An estimated 7.6 million Australians actively participate in collecting, representing more than one-third (35%) of the population.
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The estimated median profit in the last three years of surveyed collectors who made a profit selling collectables was $13,000.
Collecting is booming in Australia. An estimated 7.6 million people or one in three adults (35%) now actively participate, surpassing the 6.2 million people who hold a subscription with Netflix Australia. According to the second edition of eBay’s State of Collectables report released today by eBay Australia and Deloitte Access Economics, the total value of Australians’ collectables has soared to an estimated $16.8 billion: more than two and a half times the value of the National Gallery of Australia’s collection.
Australians' love for collecting spans a wide range of interests, with an estimated 380 million collectable items owned nationwide. According to the survey, coins (34%), toys (33%), pre-loved fashion (26%), and trading cards (16%) are some of the most-collected items, with eBay being the most popular online marketplace for buying collectables. While genuinely loving the item (57%) and nostalgia (46%) are the primary motivations to collect, over one-third (35%) of those surveyed view collecting as a good investment.
Amid cost-of-living pressures, many Australians are supplementing their income by reselling their collectables. Of surveyed collectors who collect because it is a good investment, just under half (40%) expect a return of over 50 per cent. In terms of dollar amounts, surveyed collectors who made a profit from selling collectables reported a median estimated profit of $13,000 in the past three years. By comparison, the 2023 report found that the estimated median profit was $5,000-$10,000 in the three years prior. Additionally, it is estimated that nearly 312,000 Australians (4%) have made a career out of buying and selling collectables, surpassing the number of full-time accountants in Australia (198,300).
According to the survey, selling collectables is not just a hobby, it can play a practical role in managing household finances. One in five (19%) surveyed collectors stated that a top factor influencing their decision to sell is to support the cost of living. Notably, a similar number (22%) said they reinvest their earnings into buying collectables.
eBay Australia’s Managing Director, Sarah Sternau, says, “Since eBay entered Australia 25 years ago, we’ve watched small communities of trading card collectors, pre-loved fashion enthusiasts–and everything in between–thrive.”
“Collectables have been a cornerstone of our marketplace, connecting buyers and sellers with specialised knowledge and shared passion for the items they collect.”
Toys and trading cards
eBay’s State of Collectables Report 2025 reveals toys to be the second most commonly collected item in Australia, collected by one in three (33%) surveyed. The report finds 85 per cent of collectors reported their collectables make them feel nostalgic about their childhood, driving purchases on eBay like a Transformers toy which sold for $16,100 on eBay Australia in 2024.
As demand increases, toys including the Eminem B-Rabbit 8 Mile 1052 Funko Pop and LEGO® Star Wars Cloud City have seen increases in average sale prices on eBay Australia over the last three years (100% and 55% respectively). When it comes to toy collectables, younger Australians were most nostalgic about LEGO® sets and Tamagotchis, while older Australians feel sentimental about traditional board games.
The report finds trading cards to be one of the highest-value collectables sold on eBay Australia. Claiming the title of the most expensive trading card sold on the marketplace was a 1999 Pokémon Base Set 1st Edition Shadowless Holo Charizard #4, purchased for over $62,000.
eBay Australia’s Head of Vehicle Parts & Accessories and Collectables, Alaister Low, says, “Collecting trading cards is no longer just a childhood pastime, it's evolved to a serious hobby driven by nostalgia, with the potential to become a rewarding investment. Data from eBay Australia shows that the sales price of the One Piece OP-01 Booster Box increased by 200 per cent since 2022, and the NBA 2004 Michael Jordan Upper Deck Exquisite Collection was the highest-priced sports trading card, selling for $58,100 in 2022.”
“Whether it's collectable card games like Magic: The Gathering, One Piece, Pokémon and Yu-Gi-Oh, or sports trading cards from the AFL, NBA, NFL, collectors are actively seeking out rare cards that can hold significant value. It's an exciting world where passion meets investment, and the thrill of the hunt for those elusive cards continues to grow."
Pre-loved fashion and luxury handbags
Coveted classic handbags including the Louis Vuitton Speedy 30 and Gucci Jackie have shown continued average price growth on eBay Australia over the past three years. Notably, the average sale price of the Louis Vuitton Speedy 30 increased from $830 in 2022 to $1,100 in 2024, while the Gucci Jackie increased from $540 in 2022 to $670 in 2024. The most expensive handbag sold on eBay Australia was an Hermès 30cm Birkin for more than $37,000 in 2014.
High-quality timeless clothing staples have similarly seen increases in average sale prices on eBay Australia. Over the past three years, the average sale price of Ksubi leather jackets has increased by 100 per cent from $60 in 2022 to $120 in 2024, while Max Mara Teddy Bear coats have increased by 25 per cent from $770 in 2022 to $950 in 2024.
eBay Australia’s Fashion Lead, Anne-Marie Cheney, says, “Purchasing pre-loved fashion has become increasingly mainstream, with more buyers seeking out vintage luxury items and timeless wardrobe staples that truly stand the test of time. The appeal lies not only in the uniqueness and quality of these pieces, but also in their lasting value, with many collectors now monetising their collections by reselling them on eBay. eBay Australia data shows that the average sale price of the highly-coveted Fendi Baguette has increased by 20 per cent over the past three years.”
“When it comes to investing in a luxury designer handbag collection, eBay is a trusted platform and gives buyers confidence that they’re getting the real deal with our Authenticity Guarantee - just look for the blue tick”.
For more information on Australia’s collectables market, view the full eBay State of Collectables Report 2025 report here.
We note that the report does not assess whether collectors’ financial strategies are effective and none of the report’s insights should be interpreted as financial advice from Deloitte Access Economics or eBay Australia.
About the report:
eBay’s State of Collectables 2025 report was prepared by Deloitte Access Economics and commissioned by eBay Australia. The report builds on a previous report commissioned by eBay, the eBay State of Collectibles 2023 report. The findings of this report are informed by a survey fielded by Dynata on behalf of eBay Australia and Deloitte Access Economics that closed in February 2025. The survey targeted Australian adults and reflects the personal experiences of approximately 2,000 participants. The report’s estimations of population level statistics are based on the survey results and scaled up using the latest population and demographic estimates from the Australian Bureau of Statistics. This report also includes data provided by eBay Australia on the selling price of some select items. Deloitte Access Economics has not provided information about items that declined in value or were not sold and has not independently verified any eBay data.
For more information, please contact:
Sophie Bishop, Pulse
T: 0406 136 192 | E: sophie.bishop@ogilvy.com
Emily Fookes, Pulse
T: 0438 854 883 | E: emily.fookes@ogilvy.com
About eBay
eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $75 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
