As Gen Z and millennials embrace digital spirituality, online witches on platforms like Etsy and TikTok are monetizing modern anxieties. Offering spells for weddings, jobs, and romance, these practitioners capitalize on widespread economic uncertainty and declining institutional religion, fueling a booming digital market that merges ancient lore with modern algorithmic culture.
Walk through any digital marketplace or scroll through short-form video feeds today, and you will find an economy built entirely on the unseen. A scroll through similar online retailers reveals a spell for every occasion, ranging from rituals meant to clear up rainy skies on a wedding day to incantations designed to secure concert tickets for sold-out shows. This commercialization of magic has transformed witchcraft from a historical archetype into a mainstream consumer phenomenon.
Etsy Witches and the Commercialization of Modern Spells
On Etsy, where practitioners advertise spells for $7 to $50, services range from removing obstacles to finding love and securing jobs, complete with discount codes and simple instructions to remain positive and ready to receive blessings. Influencers have helped push these services into the mainstream, with social media creators sharing their experiences of hiring practitioners for wedding weather insurance or purchasing rituals for good energy. Katie Begley gained viral attention after buying spells for $60.76 and sharing her success online, while New York City-based influencer Jaz Smith turned to an Etsy witch to ensure clear weather for her wedding day.
Platform rules require these listings to be marketed strictly for entertainment purposes. Yet the economic footprint of digital mysticism is substantial. Last year, online astrology generated $3 billion, according to CBS reports. Apple’s App Store features a dedicated section for astrology apps, led by Co-Star and its approximately 30 million registered users, while the market for tarot cards is projected to reach $93 million.
Gen Z Occult Trends and the Search for Meaning
The embrace of the occult among younger generations extends far beyond transactional spell-casting. Pinterest’s 2026 Hobbies Trend Report shows searches for learn astrology
have increased by 733 per cent over the past year. Cultural touchstones have amplified the trend, from the release of Practical Magic 2 and the revival of gothic interior aesthetics known as witchcore.
Sociologists and cultural critics attribute the shift to a combination of economic strain, high rates of loneliness, and a steady decline in institutional religion. With roughly a quarter of the global population lacking ties to organized religion, younger demographics are turning to metaphysical practices to reclaim personal power and find sanctuary.
Gen Zs are a little more naive in their understanding of the craft.
Pearlyn Siew, spiritual practitioner, artist, and yoga teacher
Historical Roots and the Evolution of the Activist Witch
Today’s digital aesthetic stands in stark contrast to the historical reality of European witch hunts. Zoe Senecal notes that none of the historical victims of those persecutions in 16th and 17th century Europe identified as witches. Instead, the modern feminist reinterpretation of the witch as a symbol of liberation took root during the social upheavals of the 1960s.
In 1968, the activist group Women’s International Terrorist Conspiracy from Hell dressed as witches and hexed the New York Stock Exchange as a political protest. Contemporary practitioners continue to mix political identity with personal empowerment, though observers warn that algorithms designed to maximize engagement can exploit users’ emotional vulnerabilities during times of collective anxiety.
Psychological Comfort Versus Algorithmic Manipulation
Critics point out that online divination relies heavily on cognitive biases, such as the Barnum effect and confirmation bias, where users accept generalized flattering statements as personal truths. Yet for many young practitioners, the primary draw remains emotional comfort. As Cahill, a 24-year-old online practitioner, explains, younger generations are simply looking for a safe space and reassurance in an unpredictable world.
As humans we need to believe in something that is bigger than ourselves. Curiosity is natural. I think a lot of the time people know the answer they want, but are just looking for a bit of reassurance. Even if magic isn’t real, if it helps someone feel more confident what is the harm?
Cahill, online practitioner
Ultimately, these practices appeal to people because they provide stability and hope while they deal with uncertain lives.