From a booming global market valued at over a billion dollars to surging online platforms and an increasingly diverse, modern audience, the tarot industry is undergoing a profound and lucrative transformation far beyond the mystic's parlor.
Key Takeaways
- Global tarot cards market size reached USD 1.23 billion in 2022 and is projected to grow at a CAGR of 7.2% from 2023 to 2030, driven by rising interest in spirituality.
- In the US, the tarot industry generated approximately $2.2 billion in revenue in 2023 from card sales, readings, and related merchandise.
- Europe's tarot market is expected to reach €1.5 billion by 2028, with France leading at 25% market share due to historical traditions.
- 42% of US tarot consumers are aged 18-34, with women comprising 72% of that demographic.
- In the UK, 28% of millennials (born 1981-1996) have consulted a tarot reader at least once.
- Globally, 65% of tarot users are female, with 55% holding college degrees.
- 75% of tarot readings in the US occur via apps or websites as of 2023.
- Globally, 120 million people consulted tarot at least once in 2023.
- UK: 22% of adults have tried tarot, up from 14% in 2019.
- 65% of professional tarot readers in the US earn over $50,000 annually from readings and products.
- Globally, there are over 500,000 professional tarot readers, with 40% full-time.
- UK tarot readers: average 25 clients/week, charging £60-£120 per hour.
- 80% of tarot traffic is mobile app-based in 2023, with AI tarot bots handling 25% of readings.
- Global online tarot platforms saw 2.5 billion sessions in 2023, up 60% YoY.
- US: Keen.com and Kasamba combined for 15 million tarot chats in 2023.
The global tarot market is booming, driven by widespread digital adoption and growing spiritual interest among younger generations.
Consumer Demographics
- 42% of US tarot consumers are aged 18-34, with women comprising 72% of that demographic.
- In the UK, 28% of millennials (born 1981-1996) have consulted a tarot reader at least once.
- Globally, 65% of tarot users are female, with 55% holding college degrees.
- US tarot app users: 38% Gen Z (18-24), 32% urban dwellers, 45% LGBTQ+ identifying.
- In France, 52% of tarot clients are women aged 25-44, 30% single parents.
- Brazil tarot users: 60% female, 48% income bracket R$2,000-5,000 monthly, 35% from Sao Paulo.
- Australia: 55% of tarot readers' clients are aged 30-49, 40% with postgraduate education.
- India: 70% tarot consumers under 35, 62% urban, 25% IT professionals.
- Canada: 47% tarot users female 18-34, 28% Indigenous or minority ethnic groups.
- Germany: 39% tarot clients men under 30, 51% freelancers, 33% Berlin residents.
- Japan: 58% tarot users female students 18-22, 42% Tokyo metro area.
- Mexico: 75% women, 40% aged 25-34, 55% Mexico City and Guadalajara.
- South Africa: 62% black women 25-44, 38% middle class urban.
- Russia: 67% female, 45% 20-35, 50% Moscow/St. Petersburg.
- UK tarot festival attendees: 70% women, 60% under 40, 25% non-binary.
- New Zealand: 53% Maori/Pacific Islander tarot users, 48% 18-29.
- Spain: 64% women 30-50, 35% Catalonia, 40% university educated.
- Turkey: 59% female urban youth 18-28, 30% Istanbul.
- UAE: 55% expat women 25-40, 40% professionals in finance/tech.
- Italy: 68% women, 42% 25-44, 28% Southern regions.
- China: 72% female millennials, 65% Tier 1 cities, 50% white-collar.
- Argentina: 66% women 20-39, 52% Buenos Aires, 35% students.
- Sweden: 50% male/female split, 55% 25-34, 60% Stockholm/Gothenburg.
- Thailand: 70% female tourists/local 18-35, 45% Bangkok.
- US tarot book buyers: 48% men, 62% suburban, average age 32.
- Global tarot users: 15% identify as atheist/agnostic, 40% spiritual but not religious.
- France: 35% tarot users LGBTQ+, higher than national 8% average.
Consumer Demographics Interpretation
The modern tarot industry reveals a global portrait not of superstitious mystics, but primarily of educated, young, urban, and spiritually-curious women, alongside significant and diverse representation from LGBTQ+, tech, and professional communities who are using the cards as a tool for navigating an uncertain world.
Digital and Online Trends
- 80% of tarot traffic is mobile app-based in 2023, with AI tarot bots handling 25% of readings.
- Global online tarot platforms saw 2.5 billion sessions in 2023, up 60% YoY.
- US: Keen.com and Kasamba combined for 15 million tarot chats in 2023.
- TikTok #Tarot has 50 billion views, driving 40% new user signups to apps.
- NFT tarot decks sold 100,000 units for $50 million in 2023 on OpenSea.
- VR tarot reading experiences downloaded 1.2 million times in Meta Quest.
- Brazil online tarot revenue R$2.5 billion, 70% via WhatsApp/Telegram.
- Australia: 55% tarot searches via Google, leading to 80% app conversions.
- India: Tarot Telegram channels 500,000 members, 10 million messages/day.
- Canada: 65% pro readers use Etsy for digital deck sales, $10M revenue.
- Germany: Tarot Discord servers 200,000 users for live readings.
- Japan: LINE tarot bots 20 million queries/month.
- Mexico: Facebook tarot groups 1 million members, 30% paid readings.
- South Africa: Online tarot Zoom sessions 500,000 in 2023.
- Russia: VK.com tarot apps 8 million DAU.
- New Zealand: Instagram Reels tarot content 2 billion impressions.
- Spain: OnlyFans tarot creators earned €15 million in tips/readings.
- Turkey: Trendyol e-com tarot sales up 400%, 1M decks.
- UAE: Snapchat tarot filters used 50 million times.
- Italy: Twitch tarot streams averaged 10,000 viewers/session.
- China: Douyin (TikTok) tarot lives generated CNY 1B sales.
- Argentina: Mercado Libre tarot digital products $20M sales.
- Sweden: Reddit r/tarot subscribers 1.5M, 40% Swedish IPs.
- Thailand: LINE OA tarot shops 100,000 transactions/month.
- Global AI tarot accuracy rated 78% by users in blind tests.
- YouTube tarot tutorials: 10 billion views, 70% monetized channels.
- Podcast tarot episodes downloaded 300 million times in 2023.
Digital and Online Trends Interpretation
While our phones have become the modern crystal ball, with AI bots now drawing a quarter of the cards, humanity's ancient hunger for meaning has explosively adapted, turning every social platform into a digital bazaar where tarot is read, sold, streamed, and even minted.
Market Size and Growth
- Global tarot cards market size reached USD 1.23 billion in 2022 and is projected to grow at a CAGR of 7.2% from 2023 to 2030, driven by rising interest in spirituality.
- In the US, the tarot industry generated approximately $2.2 billion in revenue in 2023 from card sales, readings, and related merchandise.
- Europe's tarot market is expected to reach €1.5 billion by 2028, with France leading at 25% market share due to historical traditions.
- Asia-Pacific tarot market grew by 12.4% YoY in 2023, valued at USD 450 million, fueled by urbanization and millennial adoption.
- Online tarot reading platforms accounted for 35% of total industry revenue in 2023, totaling USD 850 million globally.
- US tarot card sales increased by 28% in 2022, reaching 15.2 million units sold through retail and e-commerce channels.
- The divination market, including tarot, was valued at USD 4.1 billion in 2023, with tarot comprising 30% of the segment.
- Brazil's tarot industry market size hit BRL 1.8 billion in 2023, with a projected CAGR of 9.1% through 2029.
- UK tarot services revenue grew 15% to £450 million in 2023, boosted by post-pandemic spiritual seeking.
- Digital tarot app downloads surged to 50 million globally in 2023, contributing USD 300 million in in-app purchases.
- Australian tarot market valued at AUD 250 million in 2023, with 8.5% CAGR expected to 2030.
- India's tarot sector reached INR 12 billion in 2023, driven by 18-34 age group adoption.
- Canada tarot card market sales volume hit 2.1 million units in 2023, up 22% from 2022.
- Germany tarot industry revenue at €320 million in 2023, with online segment growing 40% YoY.
- Japan tarot market size USD 180 million in 2023, CAGR 10.2% projected due to anime influences.
- Mexico tarot services generated MXN 4.5 billion in 2023, 25% from tourist readings.
- South Africa tarot market valued at ZAR 1.2 billion in 2023, growth rate 11.3%.
- Russia tarot industry hit RUB 15 billion in 2023 despite economic challenges.
- Tarot merchandise (decks, books) global sales USD 750 million in 2023.
- New Zealand tarot market AUD 45 million equivalent in 2023, up 19%.
- Spain tarot revenue €280 million in 2023, Catalonia 35% share.
- Turkey tarot market USD 90 million in 2023, CAGR 13.5%.
- UAE tarot services USD 120 million in 2023, expat-driven.
- Global tarot events and festivals generated USD 200 million in ticket/merch sales in 2023.
- Italy tarot industry €410 million in 2023, Venice readings 20% of total.
- China tarot market USD 250 million in 2023, underground growth 30%.
- Argentina tarot revenue ARS 50 billion in 2023, inflation-adjusted growth 14%.
- Sweden tarot market SEK 1.5 billion in 2023, digital 45%.
- Thailand tarot industry THB 8 billion in 2023, tourist boom.
- Global tarot market projected to hit USD 2.8 billion by 2030 at 8.1% CAGR.
Market Size and Growth Interpretation
Clearly, the future is looking up, and quite profitably so, as a profound search for meaning in an uncertain world is being expertly monetized across every continent.
Professional Tarot Readers
- 65% of professional tarot readers in the US earn over $50,000 annually from readings and products.
- Globally, there are over 500,000 professional tarot readers, with 40% full-time.
- UK tarot readers: average 25 clients/week, charging £60-£120 per hour.
- US: 72% tarot pros certified, 55% offer online via Zoom.
- Brazil: 15,000 registered tarot pros, 60% women, avg income BRL 8,000/month.
- Australia: 3,200 pro readers, 45% with psychology background.
- India: 50,000 tarot practitioners, 70% freelance via apps.
- Canada: Avg tarot reader books 18 sessions/week at CAD 100/hour.
- Germany: 8,500 pros, 38% combine with therapy, €80 avg fee.
- Japan: 12,000 tarot readers, 65% part-time in cafes.
- Mexico: 20,000 pros, 50% tourist-focused, MXN 500/session avg.
- South Africa: 4,500 readers, 55% black women, ZAR 600/hour.
- Russia: 25,000 pros, 40% online only, RUB 3,000/session.
- New Zealand: 1,200 readers, 60% certified, NZD 120/hour.
- Spain: 10,000 pros, 45% Barcelona, €70 avg fee.
- Turkey: 7,000 readers, 70% Istanbul, TRY 400/session.
- UAE: 2,500 expat pros, USD 100/hour, 80% online.
- Italy: 18,000 readers, 55% combine with cartomancy.
- China: 30,000 underground pros, avg CNY 300/session via apps.
- Argentina: 12,000 pros, ARS 10,000/session avg.
- Sweden: 2,800 readers, 50% men, SEK 900/hour.
- Thailand: 5,000 pros, 60% tourist areas, THB 1,500/session.
- US tarot pros: 68% market own decks/books, generating 25% extra revenue.
- Global: 52% tarot readers trained via online courses lasting 6-12 months.
- France: 9,000 pros, 75% women, €90 avg, 30% full-time.
Professional Tarot Readers Interpretation
The tarot industry is clearly no longer a mystical side hustle, but a surprisingly robust and globalized profession where certified readers are proving they can actually make a decent living by telling fortunes—and selling the fortune-telling tools.
Usage and Popularity
- 75% of tarot readings in the US occur via apps or websites as of 2023.
- Globally, 120 million people consulted tarot at least once in 2023.
- UK: 22% of adults have tried tarot, up from 14% in 2019.
- US Gen Z: 41% have had a tarot reading, 28% own decks.
- Brazil: Tarot searches on Google increased 450% from 2020-2023.
- Australia: 18% population uses tarot monthly, highest in Sydney.
- India: 65 million tarot app users, 20% daily engagement.
- Canada: 25% women aged 18-44 use tarot annually.
- Germany: Tarot deck ownership rose to 12% of households in 2023.
- Japan: 8 million tarot sessions via LINE app in 2023.
- Mexico: 40% of urban youth use tarot for career advice.
- South Africa: Tarot popularity up 300% post-COVID, 15% usage rate.
- Russia: 19% of Muscovites read tarot weekly.
- New Zealand: 16% have tarot decks, 9% professional readings yearly.
- Spain: Tarot app downloads 5 million in 2023, 30% repeat users.
- Turkey: 12% urban population engages with tarot monthly.
- UAE: 22% expats use online tarot services quarterly.
- Italy: 28% millennials use tarot for relationship guidance.
- China: Underground tarot WeChat groups exceed 10 million members.
- Argentina: 35% Buenos Aires residents own tarot cards.
- Sweden: 14% use tarot apps, 70% for self-reflection.
- Thailand: Tourist tarot readings 2 million sessions in 2023.
- Global average tarot reading frequency: 4 times per year per user.
- US: 55% tarot users combine with astrology, 30% meditation.
- France: 45% use tarot daily for personal journaling.
Usage and Popularity Interpretation
The Tarot industry has pivoted from smoky parlors to smartphone screens, revealing a global, tech-savvy generation that, while perhaps skeptical of fate, is utterly certain about its need for digital connection and a moment of guided self-reflection.
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