Daunted by the Deck?

At the International New Age Trade Show, I heard the same story again and again: "We carry some Tarot cards, but, to be honest, our customers are really afraid of them."

Some vendors told me they didn't carry Tarot cards at all -- even in "New Age" stores -- because customers responded so strongly to the decks. Others said they carried one or two packs (usually the Rider-Waite and the Robin Wood), but were hesitant to expand their Tarot stock because "customers are really spooked by them, and people don't buy what they don't like."

The questions raised by this feedback are dear to my heart, because I'm really passionate about making Tarot more accessible to everyday people. How can we help people get past their superstitions and fears? How can we make Tarot ... friendlier?

TIPS FOR STORE AND SHOP OWNERS
1) Keep a bowl of cards at the register. Instead of those sample decks held together by a chain, try filling the bowl with cards from several decks you sell. Encourage each customer to "pick a card, any card" and speculate about what the card means. (For the purpose of this exercise it's fine -- and advisable -- to remove cards like "Death" or "The Devil" from the bowl.)

2) Keep a copy of my Bright Idea Deck out where customers can see the cards and play with them. Store owner after store owner told me that people love the Bright Idea Deck's bold colors and approachable illustrations. (They also said that almost everyone who picked up the sample copy bought one for themselves!) Once customers get used to this simple, beginner-friendly deck, they'll be curious about other decks and want to see them, too.

3) Give customers a "card of the day." If you have old, incomplete, or sample decks on hand, try slipping a card in with each purchase. You can always put an Avery label with your store information (or even a copy of your business card on an Avery sticker) on the back of the card! Alternatively, feature a "card of the day" on a little stand by the cash register ... drawn, perhaps, from a "deck of the week!"

4) Offer classes. Nothing helps defuse misconceptions more than hands-on experience. In an hour, customers can learn how to shuffle, create one- to three-card spreads, and do simple intutive readings on their own. Find an enthusiastic, positive teacher, promote the class heavily, and go for it! (This can generate a lot of revenue for your store, too!)

5) Create "cheerleaders." Give one or two vocal customers a deck and a copy of What's in the Cards for You, and ask them to take the Tarot challenge. Ask them to post responses on a bulletin board in the store, or give them a chance to lead a session of a "reading circle" to discuss the book with other customers. You might also ask customers who use Tarot on a regular basis to write their best "True Tarot Stories" on index cards, and post these near your deck display.

FOR TAROT USERS
1) Come out of the Tarot closet! Offer readings to friends and relatives. Take a deck of cards to work. Integrate Tarot cards into your decor. Use 'em as bookmarks. Carry one with you wherever you go.

2) Go on a mission. Ever stumble on those Christian fundamentalist "Chick Tracts" in the supermarket? Turn the tables and leave your own "calling cards!" Leave cards from retired or incomplete decks in interesting places: library books, coffehouse tables, magazine racks. You never know ... finding your card may introduce someone to the joy of Tarot!

3) Talk about Tarot. Help people understand how Tarot, instead of rendering you a victim of Fate, empowers you by helping you explore and understand your choices. Help people understand that cards like Death and The Devil are symbols, like dream images, with meanings that go beyond their more apparent, literal associations.

4) Give the gift of Tarot. Give a friend, family member, or associate a Tarot deck! I'd recommend the Bright Idea Deck (it's friendly, approachable, and not spooky at all) and a copy of What's in the Cards for You? (of course!). Other great gift decks include the Universal Waite, the Robin Wood, and Medieval Enchantments (the Nigel Jackson Tarot).

5) Challenge your skeptical friends and relatives to take the tarot challenge. When it comes to Tarot, all too many people are "inexperienced experts." With a deck and a copy of What's in the Cards for You? in hand, skeptics can take a guided tour of Tarot's potentials and possibilities ... without checking their common sense at the door.

Every positive experience helps strip away superstition and open doors to new possibilities! Why not share your love of Tarot with someone new today?