Where to Buy Tarot Decks (And Shop Indie, Small Businesses)
With a flood of popularity in the direction of tarot card decks, and tarot beginners, enthusiasts, and intrigued onlookers looking toward the divinatory craft left and right, it may feel overwhelming to know where to plant your roots, so to speak. (In other words, where should you actually be getting these tarot decks? What’s the secret? Where is everyone going?).
Hit Google with that search: “where should I buy a tarot deck?” and you may be left with more questions than answers (say thanks to the still-prevailing myth that you’re not allowed to buy your own first tarot deck — not true, by the way).
You could always hit up Amazon, but that big bad wolf is only going to produce mass-market tarot deck results (and while there’s nothing wrong with a mass-market tarot deck, some of us like seeing what the indie tarot artists are up to too, okay?).
So, here is my comprehensive guide to how I shop online for tarot cards that will include independent artists. Happy shopping!
What’s An “Indie Deck”?
Whether it’s oracle cards, tarot cards, or lenormand, there will always be artists that are providing to the tarot world in new, innovative ways. However, the body of work you see in a standard bookstore collection will vary from what you could get from an indie deck.
A mass-market deck is a tarot card deck that got picked up by a major publisher. You can find decks like the Modern Witch Tarot or the Disney Villains Tarot deck falling into this category (or even some of my beloved favorites — see: Ukiyo-e Tarot and True Heart Intuitive Tarot). You’ll often find these tarot decks on any major online site that you could think of (Amazon, Barnes and Noble, and so on).
An indie deck is a box of tarot cards that was brought to life entirely by an individual. They have to create the deck, raise the money, send it off to production, and then deliver it all right to you, the customer. And it’s less likely you’d be able to find them browsing a website like Amazon.
The Independent Seller Route
Little Red Tarot browse function
You could always let your intuition and personal tastes guide you towards the tarot card purchase of your dreams, or you could go peek at the sellers who have done the work for you.
For example, the Little Red Tarot store is an independent tarot business with a wide array of divinatory tools and indie stock. Users can even browse through the deck guidebook section alone, or see interviews with the creators of the tarot decks themselves.
In other words, your search could honestly start and stop here — these collections represent some of the most diverse, audience-friendly, and creator-friendly decks on the market.
Seeing What’s Fresh: Indie Deck Review
Indie Deck Review is a one-stop hub of indie goodness featuring the latest independently published tarot cards and other oracle decks (some complete, some in progress, many crowdfunded and community-backed).
The project was created in 2018 by diviners and tarot readers, for diviners and tarot readers, and keeps diverse representation and community at the heart of their reviews and tarot card showcasing.
“We find the unconventional beauty and bravery of an independently made deck irresistible. We can’t help but get caught up in the excitement of a crowdfunding campaign. The creation of a deck through Instagram photos, and creator insights along the way, is how we spend our evenings.”
- “About Us” (indiedeckreview.com)
This gem is an absolute treasure for indie tarot deck lovers and creators alike, and is a great place to stumble across tarot cards and decks that you otherwise might miss. Every review contains information on how to find out more about the artist and their project, if you so choose to take the plunge and say hi to your new favorite indie deck.
Be There First: Kickstarter
My Kickstarter homepage, populated with fresh decks ready to be funded, shared, and taken home.
Or, go browse Kickstarter directly to see some of the gorgeous decks currently in the works. This option may seem less enticing for those that dislike a long wait, but the 2 day Amazon Prime shipping doesn’t really ever beat the satisfaction of being a part of a community-backed project, and watching it come to fruition before your eyes.
Kickstarter is often how I get some of my most prized tarot decks — the ones people often ask me about, wondering how they could get one too, only for me to, unfortunately, have to break the news that it’s out of print permanently, and was a one-time event.
I think there’s a special kind of life behind decks like these, that were breathed life into by the love of the artist and the support of a community. It’s a special way to connect with your deck — and the tarot community — before it even hits shelves.
Etsy, Of Course
Etsy has been home to independent artists, creators, and entrepreneurs for quite some time, with the tarot community blossoming on its platform just as much.
While shopping indie can sometimes lean on the more expensive side of the spectrum, Etsy often also features a more affordable range for diviners on a budget.
Some notable favorite tarot artists, like Stasia Burrington (creator of the Sasuraibito Tarot) and PixelOccult (creator of the Wayward Dark Tarot, Lost Hollow Tarot, and others) are housed here.
Additionally, you’ll often get the benefit of quicker shipping turnaround times, and, of course, already completed decks, if Kickstarter projects are a bit of a daunting prospect for now.
While you’re at it, you’ll also be likely to find other tarot goodies, like tarot bags and pouches, or tarot spread cloths.
Stay in The Loop
Whether or not you choose to shop or browse in these specific corners of the internet, the goal I have when I shop is ultimately to stay connected to the wider tarot community and talented artists that inhabit it. There are always other ways to accomplish this, like discovering and following your favorites on social media or signing up for whatever newsletter they may have.
Plus, staying in the loop of what new and fresh tarot concepts the tarot community is producing and creating isn’t just fun window shopping — it’s just another way of learning with everyone else, and expanding our understanding of what tarot can look and feel like.
