Tarot Cards Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Tarot Cards Market is projected to increase from USD 1.33 billion in 2025 to USD 1.63 billion by 2031, expanding at a CAGR of 3.39%. Tarot decks typically consist of 78 distinct illustrated cards, separated into the Major and Minor Arcana, and are utilized for divination, meditation, and psychological self-examination. The market is primarily driven by a growing global interest in alternative spirituality and mental wellness, as individuals seek methods for self-empowerment and reflection outside of conventional religious institutions. This demand is supported by broader publishing trends; the Association of American Publishers reported that sales in the Religious Presses category, which includes spiritual content, rose by 22.8 percent in 2024 to reach 2.01 billion dollars.

Despite this growth, the tarot industry faces significant challenges due to the widespread availability of counterfeit goods and intellectual property violations. Independent artists and established publishers frequently see their high-quality designs pirated and sold at significantly lower prices on unregulated e-commerce platforms. This practice not only undercuts the revenue of legitimate creators but also damages consumer trust, as the market becomes saturated with inferior, unauthorized products that fail to meet quality standards.

Market Drivers

Social media viral trends are fundamentally reshaping the tarot market by democratizing access and increasing visibility among younger audiences. Platforms such as TikTok and Instagram have turned tarot from a niche occult practice into a popular form of visual content, where short readings and interactive videos drive immense engagement. This digital exposure enhances product discovery, with algorithms favoring the aesthetic appeal of modern decks. As reported by The Mirror in October 2025, the hashtag Tarotreading generated over 8.5 million posts on TikTok, demonstrating the vast reach of this digital community. This online enthusiasm translates into tangible commercial interest; a March 2025 report by Tubefilter noted that tarot cards were among the top five search terms for potential backers on Kickstarter in 2024.

Additionally, the adoption of tarot as a complementary tool for mental health and self-care marks a major shift in consumer usage, moving beyond simple divination toward mindfulness and psychological introspection. Users increasingly view tarot decks as non-clinical resources for managing stress, building emotional resilience, and practicing daily reflection within a holistic wellness routine. This trend parallels the growth of the global wellness economy; the Global Wellness Institute reported in November 2025 that the mental wellness sector is growing at an annual rate of 12.4 percent. In response, publishers are creating decks and guidebooks specifically designed for therapeutic applications, prioritizing spiritual hygiene over traditional fortune-telling.

Market Challenges

The sustainable growth of the Global Tarot Cards Market is severely hindered by the proliferation of counterfeit products and intellectual property infringement. As digital reproduction technology improves, unauthorized actors can quickly duplicate high-value, artist-created decks and distribute them via unregulated e-commerce platforms at drastically reduced prices. This illicit activity drains revenue from legitimate independent creators and publishing houses, limiting their ability to reinvest in new projects. Moreover, the market is frequently flooded with low-quality knockoffs featuring poor card stock and low-resolution images, which erodes consumer trust. When practitioners unknowingly purchase these substandard goods, the resulting dissatisfaction harms the reputation of original brands and dampens overall market confidence.

The strain on the creative economy is underscored by recent data on rights enforcement. In 2024, the Authors Guild reported a 9 percent increase in legal inquiries from its members, with a significant number of disputes involving pirated books and unauthorized retailer listings. This statistic highlights the operational burden on rights holders, who must 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 restricts the full economic potential of the tarot sector.

Market Trends

The rise of crowdfunded independent decks is transforming the market's supply chain, allowing individual artists to bypass traditional gatekeepers and directly monetize their work. This shift fosters a wide variety of hyper-specialized and artistic decks that appeal to specific subcultures, reducing reliance on major publishing houses for distribution. The viability of this direct-to-consumer model is reflected in the growing activity on crowdfunding platforms; according to a January 2025 report by CrowdCrux, the Publishing category - which hosts most independent tarot projects - saw a 16 percent increase in the number of launched campaigns in 2024, signaling a robust trend toward creator-owned intellectual property.

Simultaneously, 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 serve as both divination tools and gameplay accessories, blending spiritual practice with fandom. This cross-market appeal is supported by the financial success of the gaming sector; a February 2025 Kickstarter article noted that the Tabletop Games category raised 220 million dollars in 2024, highlighting the lucrative potential of merging tarot mechanics with popular gaming culture.

Key Players Profiled in the Tarot Cards Market

• 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.

Report Scope

In this report, the Global Tarot Cards Market has been segmented into the following categories:

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
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Tarot Cards Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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