Understanding the Economics of Tarot: Why Decks Cost What They Do
From retail pricing to offer letters, here’s what really goes into the numbers
When people see the resale price of a tarot deck — or receive an offer for a collection — it can be hard to understand where the numbers come from. Why is a deck priced at $60 online when the original cost was $25? Why might an offer seem lower than expected?
This post is a transparent, educational breakdown of the terms you’ll often hear — retail, wholesale, cost, profit, overhead — and how they impact both the sale price and the offers you receive.
Let’s take a look behind the scenes.
Retail Price vs. Wholesale Price
Retail price is what you see when shopping as a customer — whether that’s on Etsy, in a metaphysical shop, or from a personal seller.
Wholesale price is what a business or shop typically pays to buy an item directly from a creator or distributor, often at a 30–50% discount.
Example:
A tarot deck retails for $40
The wholesale price might be $20–$28
The creator still needs to cover printing, packaging, and their time from that amount
What is Profit?
Profit isn’t just the money someone “makes” on a deck. It’s what’s left after all the costs are paid.
For a small business (like ours), these costs include:
Fees (Etsy, PayPal, processing fees)
Shipping supplies and postage
Staff time or administrative time
Storage, handling, cleaning, photos
Taxes and business insurance
And sometimes: losses from damaged, returned, or over used inventory
So when someone buys a deck for $60 and assumes the seller “made $60” — they may only walk away with $12–$18 of actual profit.
Real-World Example: Cost Breakdown of a $60 Deck Sale
Let’s break it down:
Sold Price (Retail): $60.00
Platform Fees (Etsy/CC): -$6.00
Shipping & Materials: -$6.50
Time/Handling (1 hour @ $15/hr est.): -$15.00
Storage/Business Costs per item (avg): -$3.50
Actual Purchase Cost (what seller paid for the deck): -$25.00
Estimated Net Profit: $4.00
Yes — sometimes it’s that tight.
And for a business trying to grow or offer fair prices to both buyers and sellers, this margin matters a lot.
Why Offers Are Lower Than Resale Prices
When we make an offer for a deck or collection, we are not just buying the item — we are also taking on the cost of listing, storing, marketing, shipping, and sometimes repairing or reuniting decks with missing cards or books.
To continue doing this sustainably, offers are typically based on:
Current market value (what it sells for, not just what it’s listed for)
Condition, completeness, and demand
The ability to rehome the deck and cover all backend costs
Inventory already in stock (if we have 5 copies of the same deck, the value goes down)
So if your deck regularly resells for $40, an offer might be $15–$22 — not because it’s not valued, but because the margin needs to support all the logistics behind the scenes.
The Big Picture: Running a Small Tarot Business
Selling tarot isn’t just about pretty decks and mystical vibes. It’s also:
Paying rent or storage space
Being available for customer support
Managing spreadsheets, tracking sales, filing taxes
Packaging each deck with care and intention
Constantly researching pricing to keep things fair and competitive
This is soul-led work, but it’s still work.
Final Thoughts
If you’ve ever felt confused by a deck’s price — or surprised by a resale offer — I hope this gives some clarity.
Fair pricing is built on trust, transparency, and a deep love of the tarot community.
We are always open to questions and committed to offering decks, evaluations, and offers that reflect both value and care.