What Is Tarot And Why It Became So Popular?

by Barbara Yakimchuk

What Is Tarot And Why It Became So Popular?

21 Feb 2025

Image: Midjourney x The Sandy Times

Sales of Tarot cards have reached record highs in 2024, reflecting a surge in interest, particularly across the USA and Europe. These cards have now made their way into typical girls' gatherings, are sometimes spotted at birthday parties, and, of course, are becoming an increasingly popular trend on social media. While it s clear that this is something we should not take too seriously, why not track the trend and explore what is driving the spike in sales for Tarot producers — and what unexpected effects might arise from this seemingly harmless bit of fun? Let us delve into the details further.

Image: Midjourney x The Sandy Times

Tarot cards: From board game to trend

It is worth mentioning that tarot cards originally began as a standard board game, much like the ones we play with friends on a Friday night. In 15th-century Europe, tarot cards were simply seen as playing cards, featuring images of gods and virtues — closely aligned with the Renaissance’s artistic influence and the legacy of Greek and Roman mythology. There was nothing particularly unique about them; they were just another form of entertainment alongside chess and the game of "fencing board."

The turning point came in the 18th century when it was revealed that tarot cards concealed an ancient Egyptian text, known as the Book of Thoth (whether true or not, no one actually knows). This discovery sparked the commercialisation of the cards — not just as a game, but as a tool for fortune-telling. Looking back, it is clear that this was a clever move to create an economy around something that seemed insignificant. But at the time, it worked, gradually building a trend that would spread.

Image: Midjourney x The Sandy Times

Tarot: The popularity surge and the current status

We haven't really heard much about Tarot cards for a while — until quite recently. So, why have they made a comeback now? The reason is quite well-known: Covid-19. And here is why:

During the first half of 2020, Tarot provided people with a sense of control — something they could hold on to during a time when nothing felt stable.

When many countries went through the major crisis caused by the pandemic, it brought with it an unprecedented lockdown — something no one had expected or experienced in many years. A lot of people felt uncertain about what would happen next. This is where psychology comes into play, saying: when you do not feel solid ground beneath you, but someone stands next to you with a confident face, explaining things (no matter how outlandish they may sound), you tend to believe them. Studies published by Science Direct have shown that, under stress, people are more likely to turn to unverified and unscientific sources — among which could be Tarot. This is also reflected in the surge in popularity of astrology applications in 2020 — rising by 10 to 30 percent, with some reaching over a million downloads on Google Play.

During the lockdown, Tarot content became another kind of "chewing gum" that we were all consuming through social media.

On average, the global lockdown lasted about two to three months (with some countries even exceeding this figure). If you have forgotten that feeling, let me remind you: being confined to one room (or, if you were lucky, two), rewatching every series and film in the first week, and arguing with everyone you were living with. You soon found that the only activity you felt you could do was scroll through the internet. This is when Tarot communities, with their blogs on Instagram and TikTok, began targeting new audiences, gaining popularity among those who didn not really analyse the content they were consuming.

Image: Midjourney x The Sandy Times

Gen Z and the influence of social media

Another key reason behind the rising popularity of Tarot cards is Gen Z and the trends they constantly consume — if something launches, it quickly grabs their attention and is represented in their own way. According to a study by the United States Springtide Research Institute, 51% of Gen Z (ages 13 to 25) Use tarot cards or their alternatives. Another striking figure: 8 million. That is how many videos have been posted with the hashtag #tarot on TikTok in 2024 alone. And imagine how many videos have been posted without it?

Beyond social media, another driving force is the growing focus on self-discovery, mindfulness, and alternative approaches to mental health. The wellness trend encourages people to question themselves — Who am I? What do I want? How do I feel? But often, the answers are not clear. In these moments, Tarot cards provide a quick and accessible way to gain insight, offering responses that feel personal, intuitive, and sometimes even reassuring.

Image: Midjourney x The Sandy Times

How does it work, and what is next?

Psychologists say that Tarot cards can be seen as a form of psychological defence. People unconsciously believe they can influence reality through the power of thought or symbolic actions. These reactions stem from feelings of helplessness and a lack of control over circumstances.

Beyond the psychological aspect, there is another undeniable fact — while the popularity of Tarot cards is growing, many people use them for fun, often in groups of friends, as a lighthearted activity rather than something deeply spiritual. In a way, Tarot has returned to its original roots as a social game, just another way to spark conversation over drinks or at a girls' brunch.

And the last point — and these are not my words:

Tarot cards are like a Rorschach test — people see what they want to see, and the reader just gives vague hints that can be twisted into anything.— Richard Dawkins

So, would I take it seriously? Not really. At least we, as the Sandy Times editorial team, certainly do not.

by Barbara Yakimchuk