Today, sites like Wish and Alibaba, along with more familiar names such as Amazon and Etsy, have become household names (Etsy is known for selling handmade items, but it has a specific handmade category, it’s actually quite alright and common to sell things that are imported and not handmade on Etsy). Recently, newer sites like Temu have also entered the scene. Originally advertised as a way to bypass the middleman by purchasing directly from manufacturers—predominantly located in China, where most of us know America’s manufacturing is outsourced—these sites promised low prices. However, what seemed to be a way to get a great deal is actually a minefield of counterfeit products, including tarot decks.
Counterfeit Decks: More Than Just Poor Quality
Many tarot enthusiasts might find these incredibly low prices for beloved decks, like the Shadowscapes tarot deck (my working deck), now listed for about $9 in 2024 (previously $3-7 in 2019) — a stark contrast to its typical retail price of $20 to $40. While the deal is tempting, these decks are often poor reproductions using stolen artwork from legitimate seller and artist websites and substandard materials. For instance, ink that easily and quickly rubs off, and extremely thin paper that won’t hold up to a proper riffle shuffle (I am a cheap tarot deck destroyer – I’ll wear through a good quality deck in about 6 or 7 years of heavy use). The real cost of these counterfeits isn’t just monetary—it’s a blow to the original artists and creators who receive none of the profits and whose reputations might be damaged by consumers who believe these decks are genuine and that the poor quality is what the creator intended.
The Hidden Costs of Artistry
It’s easy to overlook the time, work, and effort that artists put into creating a tarot deck because we don’t see this part of the production process. On the surface, it might solely look like creating 78 pieces of artwork vaguely on a theme—and that alone is a ton of work! Benebell Wen chronicled her experience while creating the Spirit Keeper’s Tarot on her blog, providing invaluable insight into all the work that goes into creating a tarot deck and the decisions involved. I own a copy of the Spirit Keeper’s Tarot and it’s a gorgeous deck and knowing the work she put into it makes it all the more special to me.
Supporting Authentic Art Matters
Supporting genuine tarot decks goes beyond ethical shopping—it encourages and finances artists to continue their craft. When you purchase an authentic deck, you’re ensuring that artists like Stephanie Law and Benebell Wen can keep producing work that enriches our spiritual and artistic communities. Without this support, the diversity and availability of original tarot decks could vanish, leaving us with fewer choices and diminishing the vibrancy of our community. For some real insider benefits and deals, you can even check out Kickstarter! Not every project is guaranteed to succeed, but this is a fantastic way to pre-order decks and get funding to artists so they can afford to make their decks happen. I helped fund The Official Last Unicorn deck this way and received a beautiful wooden collector’s box, a special card signed by Peter S. Beagle, and a beautifully printed and bound book to go with it through Kickstarter.
Alternatives to Pirated Decks
For those who can’t afford new decks, there are still ethical alternatives. There are officially licensed tarot apps from publishers or creators, which are often free or low-cost and support the artist. They’re a great way to “test drive” a deck before buying a physical copy.
Buying used decks is another sustainable option. Contrary to some beliefs, using a previously owned (aka “used”) deck is something that spiritual practitioners do ALL THE TIME—including me!
In fact, there’s a huge market of people who have purchased a tarot deck and then just didn’t connect with it. They are often happy to give away or sell that deck at a very low price. There are also those who wanted to read tarot and then never pursued it, doing the same thing. Sometimes you can find entire lots of decks bundled this way. I’ve had friends give me their decks because they know I read, and they thought they were going to learn but never did.
While this money doesn’t go to the artists directly, it does support a system of people who are willing to buy from artists directly because they know they can recoup their money, or know they can give the deck away to someone who will use it if it doesn’t work out and it prevents these decks from ending up in a landfill or stuck in a closet forever.
The Question of AI Art
Tarot decks with AI-generated art aren’t the same as counterfeit decks, but they are stirring quite a controversy within the tarot community. Many people argue that using AI art is just as problematic as counterfeit decks because it involves using art for training from artists who have not consented to their work being utilized in this way.
Others view AI art as an entirely new medium, considering the prompter as the artist. It will be interesting to see how this issue evolves over time. As an artist myself, I am particularly curious about the possibility of creating a tarot deck using an AI model trained exclusively on an artist’s own works. The most popular AI models currently available have been trained on a broad range of artwork, often without the original artists’ consent – however, an AI model that an artist has personally trained on their own artwork could provide the necessary consent, especially if they are doing the prompting. Would such decks lack the soul that some people say AI art lacks? That’s something I’m curious to find out.
Regardless, let’s make a conscious choice to support the artists and creators who bring beauty into our lives through their decks. By choosing legitimate channels and respecting the craft, we not only enjoy higher quality and more meaningful spiritual tools but also contribute to a sustainable ecosystem where artistry can thrive.
ETA:
After publishing this, wouldn’t you know I started seeing more posts. I’m going to collect them here for reference.
