Cereal cost about 40 cents back then. It would have cost $30 just to get 75 cards. Of course, that would not yield a complete set. By the time collectors realized that there would be no direct offer it would have taken a lot of expensive scrambling for cereal. The shift over to the Football 3D set also curtailed supply. That May 73 The Trader Speaks issue features a Stan Martucci ad offering a 1970 Kelloggs set for $8 but no 1971 Kelloggs set. This was a genuinely tough set to complete!
I hate to open that can of worms, but NY dealer Barry Allen's ad on page 26 shows that the 1973 Topps set was available for only $7 with shipping one series at a time! At the time of the May TTS issue only two series were available.
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