The Etsy Witch Era: Why Gen Z Is Buying Magic
Do you want your ex back? Want to break no contact? Attract a new job or a new life?
Apparently, there’s an Etsy witch for that.
What used to sound like the start of a joke is now a full-blown consumer trend. Vogue reports a significant rise in Etsy witches, with thousands of people, mainly Gen Z, buying spells, rituals, tarot readings, and energy cleansing, much like they buy candles or jewelry.
Of course, none of this is new. People have been turning to tarot, astrology, and spiritual guidance for centuries. What is new is how public, casual, and commercialized it has become. There’s no secrecy, no hushed curiosity — instead, we have open TikTok threads where creators confidently name-drop their favorite Etsy witches, proudly sharing who helped them get a raise, bring back an ex, or shift their energy.
Comment sections have turned into crowdsourced directories: Who did you use? Can you link your witch? I swear by this shop!
It’s the new word-of-mouth: instead of recommending a hairstylist, people are recommending someone to end their situationship energetically.
As someone who studies emotion, identity, and consumer behavior, I can’t help but see this as something bigger than witchcraft. This trend isn’t really about spells; it’s about what people are craving. Meaning. Control. Comfort. Hope. A little magic. What fascinates me most is where this shift is happening. Etsy. TikTok. The internet. Spaces where ritual becomes commerce, and commerce becomes comfort.
Buying a spell isn’t just buying a service; it’s buying a narrative. A moment of belief. A sense that something in your life could actually shift. And that’s where my research intersects with this trend: human behavior isn’t driven solely by logic; it’s driven by emotion. People seek experiences that make them feel seen, stable, empowered, or even hopeful.
But there’s nuance here. When spirituality becomes a marketplace, authenticity gets blurry. Some worry it’s exploitative. Others see it as modern empowerment. And that tension is exactly why this trend matters: it reveals what people are seeking and what the market is eager to provide.
For brands across lifestyle, wellness, and even tech, there’s a clear message: People aren’t buying products. They’re buying meaning. Ritual. Identity. Emotional connection.
And for individuals? Maybe we’re all just trying to feel a little more in control of lives that don’t always make sense. This isn’t about promoting spell-casting. It’s about understanding what this rise says about culture, desire, and emotional need.
Sometimes we buy to own something, and sometimes we buy to feel again.
— Dania Khalife
