Salem, Massachusetts — infamously linked to the 1692-93 witch trials — is now home to dozens of witchy stores, with tourists in pointy hats pursuing crystals, taking photos with a statue of “Bewitched” star Elizabeth Montgomery, and sitting down with tarot readers.
There’s perhaps never been a better or more lucrative time to be a witch — especially on the internet:
The larger psychic services industry — which includes any sort of fortune-telling practice — is worth an estimated $2.3B in the US.
Spells, rituals, charms, crystals, incense, candles, oils, voodoo dolls, and more.
Though Etsy banned the selling of spells in 2015, requiring that listings come with a tangible or downloadable item and not promise any outcome, spells are still for sale with the disclaimer that they’re for entertainment purposes only.
Some, like this $1.8k immortality ritual, seem a little iffy, but others are quite popular.
The Atlantic profiled Juliet Diaz, a New Jersey witch who earned $500k+ in 2018 via products, workshops, and her book Witchery: Embrace the Witch Within. Her “Ancestral Candle Service,” a $45 manifestation ritual, was a frequent sellout.
Other popular rituals include cleansings and cord-cuttings, which sever painful bonds, such as between exes.
Modern witches draw from many sources — Wicca, paganism, hoodoo, indigenous practices, etc.
In times of upheaval, these practices rise in popularity, drawing those who are anxious about the future or seeking a last resort. Think about the last few years: a pandemic, civil unrest, war, economic shifts.
Witch Lavender Grey told the NYT that her role is twofold — she sells enchantments for ~$28, but is also her clients’ confidante.