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On April 13, 2024, the hockey card market was set abuzz with the biggest National Hockey Card Day event to date, thanks to an unexpected surprise from Upper Deck. The day, marked by enthusiastic participation from hobby shops across Canada, the United States, and other countries, offered collectors the chance to receive a free card of Chicago Blackhawks rookie sensation, Connor Bedard. This year's promotion was particularly special as Upper Deck revealed that some of the free promotional packs included Bedard autographs, a move that significantly heightened the event's allure.

The annual promotion allows hockey fans to visit their local hobby shops and receive a free pack of cards, courtesy of Upper Deck. This year's set featured a mix of current and legendary players, with rookies like Bedard drawing major attention. Many stores, especially in key hockey markets, hosted special promotions to accommodate the larger-than-usual crowds, which in some locations began gathering as early as 3:30 AM.

Despite past concerns about the overproduction of National Hockey Card Day (NHCD) cards, this year's event proved highly successful in drawing diverse groups, including fathers and children, into stores—many for the first time. According to Dave Tellier, owner of Wizard’s Tower in Barrhaven, Ontario, Bedard's inclusion has notably boosted interest in hockey card collecting at his store, which had only recently reintroduced hockey cards to its inventory.

The excitement wasn't limited to Bedard's base cards. Some lucky collectors found autographed versions in their packs, which quickly appeared on online marketplaces like eBay, fetching between $7 and $10, and are expected to climb in value. This surge in interest is timed perfectly with the Toronto Spring Sport Card and Memorabilia Expo later in April, where Bedard's cards are anticipated to make a significant impact.

In addition to retail locations, Upper Deck’s retail partners such as GameStop, Toys R Us, and the Hockey Hall of Fame also participated, distributing special nine-card sheets that included Bedard among others. This year's event not only reinforced the hobby's popularity but also introduced and reintroduced many to the joy of collecting hockey cards.