When John first started selling collectibles in 1999, it was solely a personal venture. Like many collectors, he was passionate about toys and action figures –– at the time, he never expected his hobby would become a fully fledged business. In 2012, after more than a decade of selling collectibles, John relocated to a new place to house his inventory, with no intention of it being a retail location. Customers decided otherwise, however. People had started knocking on his door, wanting to see in-person the action figures John was selling online. So, they opened up twice a week, setting up inventory on rolling racks and boxes, and within six months, they officially turned their spot into a proper store.
It wasn’t until a phone call from a customer that John found himself expanding into the comic book industry. This customer wanted every title of DC’s The New 52 relaunch, and despite having no experience in comics, John, driven by his customer-centric mentality, said, “yes, of course.” The spontaneous decision led to the first expansion of his store, and thus, JAF Comics was born. Originally, the name stood for Just Action Figures, but as the shop grew beyond only action figures, so did its reputation. Today, some customers joke that it stands for John, Amy, and Friends, a nod to his wife Amy, who eventually joined him in running the store.
Building a Community
JAF Comics is now located in a former trolley station from the early 1900s in Bethlehem, PA; it’s a prime location at the front of a mall, offering high visibility and attracting a steady stream of traffic. Since 2012, they have expanded into trading card games, now offering comics, figures, toys, and TCGs. They have also created a massive gaming space that can host up to 100 players.
Community is at the heart of JAF Comics: John collaborates with other local game stores in his area, curating events like the Triwizard Tournament for Disney Lorcana. These tournaments involve other hobby shops, where players earn points for playing and winning games across participating stores, with a grand finale for the top eight players. It encourages players to visit and support multiple LGSs. “I don’t care if we make any money at this,” John says. “Let’s just build the community.”
Leveraging TCGplayer Programs and Tools To Grow
After expanding into trading card games, John knew the move was to join TCGplayer to sell his TCG inventory online. What convinced him to make the move was TCGplayer’s In-Store Kiosk, a self-service kiosk that allows customers to easily browse the store’s inventory for trading card singles, speeding up the buying process and freeing up staff to assist with other customers. John shares a common use case for the In-Store Kiosk at JAF Comics: Amy occasionally works the counter, helping customers find cards even though she doesn’t know the intricate details of the TCG industry. Thanks to the Kiosk’s intuitive interface, customers can search for cards and confirm their choices quickly, allowing Amy and the team to efficiently make sales.
In terms of inventory management, JAF Comics relies on Quicklist, a card scanning software that uses intelligent image recognition. The tool makes listing and managing cards seamless, allowing the team to scan cards and have them uploaded instantly with comprehensive pricing data. Quicklist has become the backbone of their inventory management, saving time and turning employees into experts, regardless of their prior knowledge of trading cards. “Don’t get rid of that program and don’t break it,” he jokes.
John’s focus on making his workflows efficient doesn’t stop there. He utilizes MassPrice, which automates price updates based on market data. This tool allows JAF Comics to stay competitive in an ever-evolving marketplace by automatically adjusting prices at scheduled intervals, eliminating the need for manual updates and ensuring the store remains profitable. Now, he can set pricing rules and let MassPrice handle the rest, saving him hours of manual updates every day.
What makes John stand out from the rest is his desire to learn, expand, and grow –– he is a recent graduate of TCGplayer’s Growth Acceleration Program, where he gained access to a dedicated Growth Advisor at no charge who helped him optimize his business strategies. This program also introduced him to Direct by TCGplayer, a fulfillment service that handles online orders, allowing JAF Comics to streamline their operations and focus on leveling up.
What’s Next For JAF Comics
As JAF Comics continues to grow, John envisions hosting larger regional tournaments and events. He also recently launched a publishing company, Dreamscape Publishing, named in homage to a comic shop he purchased in 2015 after the owner passed away. Dreamscape Publishing aims to release original comic books, further solidifying JAF Comics’ position in the industry.
Beyond the world of comics and TCGs, JAF Comics gives back to their community by sponsoring the Freddy Awards, a program dedicated to recognizing high school students passionate about theater arts. The partnership with a local radio station underscores their commitment to supporting young artists and encouraging creativity.
Words of Wisdom
His advice for aspiring business owners is simple: “Don’t treat it as a hobby. Treat it as a business.” John believes that putting your heart and soul into the endeavor is the key to success. For John, JAF Comics is more than just a store –– it’s a place where community, passion, and business come together.
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