GameStop Corporation (GME) is trying something different to get people through the doors. On December 6, the video game retailer is launching "Trade Anything Day," a promotional event that's exactly what it sounds like—with some very entertaining caveats.

The timing is interesting. The event lands just three days before GameStop reports quarterly financial results on December 9, and the company's stock has already started moving higher on the buzz.

What Exactly Is Trade Anything Day?

GameStop has been expanding beyond video games into collectibles, trading cards, and other merchandise as it searches for new revenue streams. Trade Anything Day pushes that diversification to its logical (or illogical) conclusion.

"Trade Anything Day will be a fun and exciting day that redefines what trading looks like with GameStop. For one day only, GameStop will be accepting more than the standard video game and tech-related product assortment we are known for and accepting almost anything in trade," the company announced.

Here's the deal: customers can bring in one item that fits in a 20x20x20 inch box and receive $5 in trade credit toward a future purchase. The announcement, made in November, has generated significant attention on social media platforms including X, Instagram, and Reddit.

Of course, "anything" has limits. GameStop's exclusion list is wonderfully specific: hazardous waste, weapons, animals (dead or alive), alcohol, DVD players, gift cards, foreign currency, jewelry, the 2002 Cleveland Cavaliers roster, and macaroni art all fail to make the cut. Store employees reserve the right to refuse items, which seems like a sensible policy given what the internet might dream up.

The promotion drew enough attention that GameStop's post received a Community Note on X highlighting restrictions on the term "anything." Even Tesla's Cybertruck account chimed in when a user joked about trading in their vehicle.

The Earnings Angle

While Trade Anything Day results won't show up in this quarter's numbers, the event could drive foot traffic and give management something positive to discuss during the earnings call. For a company that's become a meme stock phenomenon, maintaining visibility and engagement with its retail investor base matters.

The event could remind customers that GameStop regularly accepts trade-ins on games and other items—a business segment that might get overlooked. It could also bring back customers who haven't visited stores in months, potentially introducing them to GameStop's expanded product lineup.

The company's recent performance shows mixed signals. Hardware and Accessories along with Software segments have struggled in recent quarters, while Collectibles has shown growth. The anticipated release of the Nintendo Switch 2 later this year could provide a boost to gaming-related revenue for the third and fourth quarters.

What Analysts Expect

Analysts are projecting third-quarter revenue of $987.3 million, a notable increase from $860.3 million in last year's third quarter, according to data from Benzinga Pro. That would be encouraging, though GameStop has only beaten revenue estimates in two of the last 10 quarters—including the most recent second quarter.

On the earnings side, analysts expect 20 cents per share for the third quarter, up from 6 cents per share a year ago. GameStop has performed better here, beating earnings per share estimates in three consecutive quarters and in six of the last 10 quarters overall.

Stock Movement

GameStop stock traded up 1.3% to $23.11 on Wednesday, within its 52-week range of $19.93 to $35.81. Shares are down 24.6% year-to-date in 2025, but the stock has gained 9% over the past five days as Trade Anything Day generates buzz.

Whether a quirky one-day promotion can move the needle on GameStop's business remains to be seen. But for a company that's built a devoted following through unconventional means, Trade Anything Day fits the brand perfectly. The real test comes December 9, when investors see whether the underlying business can match the social media excitement.