Tarot Cards Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product (French Suited Tarot Decks, German Suited Tarot Decks, Others), By Distribution Channel (Offline, Online), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1335.93 Million
CAGR (2026-2031)	3.39%
Fastest Growing Segment	Online
Largest Market	Europe
Market Size (2031)	USD 1631.75 Million

Market Overview

The Global Tarot Cards Market will grow from USD 1335.93 Million in 2025 to USD 1631.75 Million by 2031 at a 3.39% CAGR. Tarot cards are a structured collection of typically 78 distinct illustrated cards, divided into the Major and Minor Arcana, used primarily for divination, psychological introspection, and meditative practices. The market is fundamentally supported by a deepening global interest in alternative spirituality and mental wellness, as consumers increasingly seek tools for self-reflection and personal empowerment beyond traditional religious frameworks. This rising demand for metaphysical and spiritual media is substantiated by broader industry performance; according to the Association of American Publishers, in 2024, sales within the Religious Presses category, which aggregates spiritual and inspirational content, increased by 22.8 percent to reach 2.01 billion dollars.

However, the expansion of the global tarot sector is significantly impeded by the proliferation of counterfeit products and intellectual property infringement. High-quality, artist-driven decks are frequently pirated and sold at depressed price points on unregulated e-commerce marketplaces, which erodes the revenue streams of independent creators and established publishers while simultaneously diluting consumer trust through the distribution of inferior goods.

Key Market Drivers

Mainstream Market Expansion Driven by Social Media Viral Trends is fundamentally reshaping the global tarot landscape by democratizing access and enhancing visibility among younger demographics. Platforms like TikTok and Instagram have transformed tarot from a niche occult practice into a visually driven, consumable content format, where short-form readings and interactive videos generate massive engagement. This digital virality directly correlates with increased consumer awareness and product discovery, as algorithms prioritize the aesthetic appeal of modern decks. According to The Mirror, October 2025, in the 'Inside the UK's tarot card boom as millions flock to TikTok fortune tellers' article, the hashtag Tarotreading has amassed over 8.5 million posts on TikTok, illustrating the scale of this digital community. This online enthusiasm translates into substantial commercial interest; according to Tubefilter, March 2025, in the '2024 was Kickstarter's biggest year yet' report, tarot cards were identified as one of the top five terms potential backers searched for most frequently throughout 2024, highlighting the direct link between digital trends and purchasing intent.

The Adoption of Tarot as a Complementary Tool for Mental Health and Self-Care represents a pivotal shift in consumer utility, moving the product beyond divination toward psychological introspection and mindfulness. Users increasingly view tarot decks as accessible, non-clinical resources for navigating stress, fostering emotional resilience, and practicing daily reflection within a broader wellness routine. This integration aligns with the surging global investment in holistic health practices. According to the Global Wellness Institute, November 2025, in the 'The Global Wellness Economy Hits a Record $6.8 Trillion' press release, the mental wellness sector is expanding at 12.4 percent annually, creating a fertile environment for tarot products positioned as tools for emotional well-being. As consumers prioritize spiritual hygiene, publishers are responding with guidebooks and decks specifically designed for therapeutic application rather than traditional fortune-telling.

Download Free Sample Report

Key Market Challenges

The proliferation of counterfeit products and intellectual property infringement constitutes a substantial barrier to the sustainable growth of the Global Tarot Cards Market. As digital reproduction technologies advance, unauthorized entities can rapidly duplicate high-value, artist-driven decks and distribute them through unregulated e-commerce platforms at significantly reduced prices. This illicit activity directly siphons revenue from legitimate independent creators and established publishing houses, depriving them of the necessary capital to reinvest in new artistic projects and product innovations. Furthermore, the saturation of the market with inferior-quality knockoffs—often characterized by flimsy card stock and low-resolution imagery—severely erodes consumer trust. When practitioners inadvertently purchase substandard goods, the resulting dissatisfaction damages the reputational integrity of the original brands and dampens overall consumer confidence in the sector.

The magnitude of this strain on the creative economy is evident in recent industry data regarding rights enforcement. According to the Authors Guild, in 2024, the organization reported a 9 percent increase in legal queries from its members, with a significant volume of these disputes pertaining to pirate and counterfeit books and unauthorized retailer listings. This statistic highlights the operational burden placed on rights holders, who are increasingly forced to divert resources toward litigation and brand protection rather than market expansion. Consequently, the persistent threat of IP theft creates a defensive business environment that stifles investment and constrains the total economic potential of the tarot market.

Key Market Trends

The Rise of Crowdfunded Independent Decks is fundamentally altering the market's supply chain, empowering individual artists to bypass traditional gatekeepers and directly monetize niche concepts. This decentralization allows for a proliferation of hyper-specialized and artistic decks that cater to specific subcultures, significantly reducing reliance on major publishing houses for distribution. The commercial viability of this direct-to-consumer model is evidenced by the surging activity on major funding platforms; according to CrowdCrux, January 2025, in the 'Kickstarter's Stats in 2024' report, the Publishing category—which encompasses the majority of independent tarot projects—grew 16 percent in the number of launched campaigns, reflecting a robust shift toward creator-owned intellectual property.

Concurrently, the Expansion of Pop-Culture Themed Collaborations is broadening the consumer base by integrating tarot into established entertainment franchises, particularly within the gaming and tabletop sectors. Publishers are increasingly licensing intellectual property from video games and role-playing systems to create collectible decks that function both as divination tools and gameplay accessories, effectively merging spiritual practice with fandom identity. This crossover appeal is financially substantiated by the robust performance of the gaming sector; according to Kickstarter, February 2025, in the '2024 Was a Big Year for Games' article, the Tabletop Games category—a key segment for these thematic collaborations—successfully raised 220 million dollars, underscoring the lucrative potential of merging tarot mechanics with popular gaming culture.

Segmental Insights

The Online segment is currently positioned as the fastest-growing category within the Global Tarot Cards Market, primarily driven by the rapid digitization of spiritual and wellness services. This expansion is fueled by the proliferation of mobile applications and web-based platforms, which provide users with immediate, convenient access to readings without geographical constraints. Furthermore, the integration of artificial intelligence allows for personalized, on-demand experiences that appeal significantly to younger demographics who prioritize digital engagement. As consumers increasingly seek accessible and private methods for self-reflection, the shift from physical consultations to virtual interfaces continues to accelerate market development.

Regional Insights

Europe maintains a leading position in the global tarot cards market due to its deep-rooted historical connection to cartomancy and a well-established publishing sector. Nations such as Italy and France serve as traditional centers for production, hosting key manufacturers that drive industry standards. This regional dominance is further reinforced by high consumer awareness regarding wellness and spirituality. The availability of diverse distribution channels enables European companies to meet sustained demand effectively, thereby ensuring the region remains the primary contributor to the global market landscape.

Recent Developments

• In September 2024, Insight Editions collaborated with a legendary rock band to release the Grateful Dead Tarot: The Official Deck and Guidebook. This product merges the mysticism of traditional tarot with the psychedelic and counterculture aesthetics associated with the band's music and history. The 78-card deck features custom artwork depicting distinctive characters and scenes that resonate with the band's devoted fanbase. The accompanying guidebook, written by an expert in astrology and spirituality, interprets the cards through the philosophy of the music group, offering a thematic tool for self-reflection and connection to the band's legacy.
• In July 2024, Penguin Random House released The Choose Your Own Adventure Tarot Deck, a unique collaboration based on the classic interactive book series. Authored by a tarot practitioner and illustrated by a renowned artist, this deck reimagines the traditional Major and Minor Arcana through the nostalgic lens of the "Choose Your Own Adventure" brand. The set was published with a guidebook that provides a history of tarot, detailed card meanings, and spreads designed to offer a narrative-driven divination experience. This launch aimed to bridge the gap between pop-culture fandoms and the growing market for novelty tarot products.
• In June 2024, U.S. Games Systems introduced the Star Maiden Tarot as part of its mid-year catalog supplement. This new deck celebrates cosmic connections and the divine feminine, integrating zodiac and elemental associations into its imagery. The launch highlighted the publisher's commitment to diverse and modern tarot interpretations, featuring cards with teal gilt edges and a comprehensive illustrated guidebook. The company positioned this release alongside other mid-year additions, such as the Afro Goddess Lenormand Oracle, to expand its portfolio of divination tools catering to evolving market trends and inclusive spirituality.
• In March 2024, Hay House launched the Animal Guides Tarot as a featured component of its Spring 2024 Card Deck Club subscription box. This 78-card deck, created by a best-selling spiritual author, was designed to provide gentle and positive guidance through the symbolism of four-legged and feathered creatures. The release was part of the company’s strategy to offer exclusive early access to new spiritual tools for its members before the general market release. The deck includes an accompanying guidebook that instructs users on how to conduct accurate readings while maintaining a supportive spiritual focus.

Key Market Players

• Llewellyn Worldwide, LTD.
• Lo Scarabeo Srl
• Hay House Inc.
• The Game Crafter, LLC
• Schiffer Publishing, Ltd.
• Blue Angel Gallery Pty Ltd.
• AGM Urania GmbH
• Rockpool Publishing
• U.S. Games Systems, Inc.
• Naipes Heraclio Fournier, S.A.

By Product	By Distribution Channel	By Region
French Suited Tarot Decks German Suited Tarot Decks Others	Offline Online	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Tarot Cards Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Tarot Cards Market, By Product:

• French Suited Tarot Decks
• German Suited Tarot Decks
• Others

• Tarot Cards Market, By Distribution Channel:

• Offline
• Online

• Tarot Cards Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE