Unfamiliar Subjects 3

From my research, I have read that some Witches’ magical powers are hereditary, meaning they’re born with them and develop under familial tutelage. However, the sheer rise in self-identified witches, from a few thousand in the ‘90s to around 1.5 million today, can’t be explained by some Witches “keeping it in the family”. In fact, covens today often accept members with open arms. What could be driving this force of new-age spiritualism? Both Christians and Spiritualists agree that it fills a spiritual void today. Written in The Christian Post, “The rejection of Christianity has left a void that people, as inherently spiritual beings, will seek to fill”(Showalter 2018). And said by Banu Guler, according to Market Watch, “There is a belief vacuum: we go from work to a bar to dinner and a date, with no semblance of meaning”(Paul 2018). For those that don’t know, Banu Guler is the co-founder of the app Co-Star, an app that combines social media with horoscopes and AI. Though, this raises another question. As more people join the wave of new-age spiritualism, what are the veteran Spiritualists gaining in return?

It has been reported that the industry for “metaphysical” or “psychic” services is annually worth around “$2 billion”(Paul 2018, Showalter 2018). I don’t mean large corporations creating tons of crystals, candles, and cauldrons, by the word “industry”. I mean individual Spiritualists, selling their goods and services. As Religion News Service wrote, “witchcraft is big business, albeit one that, in many cases, privileges the labor of small woman-owned businesses over that of big-box corporations.”(Burton 2019), and corporations have tried.

Sephora is one example, “Companies like cosmetics giant Sephora have attempted to capitalize on it, marketing a ‘Starter Witch Kit’ to consumers interested in dabbling in witchcraft. However, the company angered a number of actual witches and was ultimately forced to apologize and pull the product.”(Showalter 2018). As I’ve researched, present-day covens believe that Witches, or “wise people”, would help country folk in pre-modern Europe, with their spiritual services. So for a corporation to mass-produce a product with a lot of weight in the community, will be seen as disrespectful.

Within the industry for spiritual goods and services, smaller entities are the ones capitalizing, typically individuals. The online store Etsy, where handmade products can be sold, and the social media platforms Instagram and TikTok provide access to new-age spiritualism, “selling platform Etsy returns 28,000 results for the search term ‘witchcraft.’ The Instagram hashtag #witchesofinstagram yields a staggering 700,000 results.”(Burton 2019). USA TODAY reported on the rise of new-age spiritualism as a result of COVID-19, “Now 19, Mann shares what she’s learned with her 883,000 TikTok followers, from divination forms like tea leaves to working with tarot cards, runes and bone throwing. Known by the username @oracleofthemoon, she… first started a TikTok account as a way to share their Etsy business, where they sell magical tools from crystals to herbs and homemade protection salts… Honey Rose, 23… began their TikTok account under the username @thathoneywitch about six months before COVID-19 hit, reaching around 40,000 followers by February 2021. Now more than 124,000 people… they sell tarot readings and ceramic cauldrons on the side,” As was stated earlier, new-age spiritualism like witchcraft has become more mainstream to fill a void in the lives of Americans. The COVID-19 pandemic has left many feeling that they have little control over their lives, and with much time spent at home people scroll more on social media.

Using social media to reach a certain community is nothing new. Religious community centers have declared to their followers of events to come, as well as other uses. Buying spiritual objects is also nothing new. How many people have you seen wearing a cross around their neck? Though these new-age Spiritualists usually wear pentacles, crystals, or rocks for their spiritual jewelry.
Beyond, or more appropriately say before, the new-age scene online, there were, and still are, brick and mortar stores that sell goods and services for the new-age community. One such store in north Brooklyn called Catland it, “offers workshops like ‘Witchcraft 101,’ ‘Astrology 101,’ and a ‘Spirit Seance.’”(Paul 2018) and is very well known in the community for their spiritual and political gatherings. I will write more about it in another blog.

Regardless of one’s faith, people have the right to worship how they please, and new-age Spiritualists need to eat too. As more people consume spiritual goods and services, they’ll continue to consume because their spiritual void is filled. Some people may say that confirmation bias is what keeps people faithful, being that they believe and then see. Though that is a factor in every idea whether religious or political, to believe that there is something greater than a person can tap into and become even greater than thye were before. I’ve found that fact very evident in my research on witchcraft, “a firm and strong belief doth work wonderful things”(Valiente 1989).

Broverman, Jessica. “The History and Modern Application of Witchcraft and Crystals.” Weelunk, 13 May 2021, https://weelunk.com/history-modern-application-witchcraft-crystals/ Burton, Tara Isabella. “Witchcraft Becomes a Political Stance — and a Booming Business.” Religion News Service, 9 Nov. 2019,

Witchcraft becomes a political stance — and a booming business

Moniuszko, Sara Usa M. Today. “What’s the Deal with WitchTok? We Spoke to Creators Bringing Magic to TikTok.” USA TODAY, 28 Oct. 2021, https://www.usatoday.com/story/life/2021/10/14/tiktok-witchtok-has-billions-views-witches-explain-why/6102147001/

Paul, Kari. “Why Millennials Are Ditching Religion for Witchcraft and Astrology.” MarketWatch, 31 Oct. 2018, www.marketwatch.com/story/why-millennials-are-ditching-religion-for-witchcraft-and-astrology-2017-10-20.

The Rebirth of Witchcraft by Doreen Valiente, 1989

Showalter, Brandon. “Witches Outnumber Presbyterians in the US; Wicca, Paganism Growing ‘Astronomically.’” The Christian Post, 10 Oct. 2018, www.christianpost.com/news/witches-outnumber-presbyterians-in-the-us-wicca-paganism-growing-astronomically-227857.