While many of us will happily dabble in horoscopes or astrology, a growing number of people are taking this a step further, with ‘witchcraft’ occupying a much larger space in their life — and actually forming part of their identity.
Today’s younger generations are reclaiming a term which used to be tantamount to a death sentence, and taking a renewed interest in all things otherworldly.
‘Witchcraft’ has a dark history in mediaeval Britain and beyond, with tales like the Salem Witch Trials —“one town’s strange journey from paranoia to pardon”— continuing to be a source of morbid fascination today. In fact since 2022, pardons have been issued to long-dead women executed for their supposed witchcraft in both Catalonia and Connecticut hundreds of years previously.
From horoscopes and tarot card readings, to herbal medicines and spells, today there’s a whole community of TikTok (‘WitchTok’) users who actually self-identify as witches — although exactly what that term means to them can vary significantly. And while the New York Times claimed we reached ‘peak witch’ in 2019, five years later it shows no sign of slowing down.
It’s unclear exactly why this trend has exploded, but there are plenty of theories; the decline of traditional religion, increasing economic and environmental uncertainty… or just better platforms for those with an interest in witchy topics to find each other. ‘WitchTok' videos have amassed billions of views on TikTok, helping to build and shape a tight community.
It would be fair to assume that witchcraft is still pretty niche, with witches sourcing products through marketplaces like Etsy, or from very niche ecommerce stores — effectively , witches selling directly to other witches.
But although that is the case for very niche and specialised products (witchcraft starter kits, spell ingredients, witch identification rituals, etc), we’re simultaneously seeing this renewed interest in the occult shaping current lifestyle and fashion trends, and the retail landscape as a whole.
The rise of witchcraft isn’t just something we’ve noticed in our TikTok binges; it has seeped into our very own data.
Within the current top 30 most searched terms on CREOATE are:
This shows there’s a very real demand for these types of products from retailers and ecommerce stores, as well as directly from consumers. Mysticism really has gone mainstream.
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While there are many retail and ecommerce stores solely dedicated to all things otherworldly, going ‘full witch’ definitely isn’t for everyone.
If you want to tap into this trend with some more mainstream product lines, there are plenty of entry level options to turn to:
Just as horoscopes and star signs are pretty mainstream phenomena, as spiritual materials go, tarot cards fall into the ‘witch lite’ category, and are used (to various levels of seriousness) by those who don’t consider themselves witches. In fact, tarot cards are stocked by several major retailers including Urban Outfitters, ASOS, and Waterstones.
Or how about greeting cards in the style of tarot cards? We love these from Sister Paper Co.
Greeting cards, books, posters, mugs… you name it, our brilliant brands sell it. However seriously they engage with astrology, a reported 90% of people at least know their star sign
At the intersection of witchcraft and wellness sit herbal remedy guides and natural, herbal skincare. You’ll find these sorts of products appeal to both demographics, and also tap into a growing cultural desire to get back to nature.
Salix Moon Apothecary taps into the witchy aesthetic with her skincare and home fragrance products, all of which champion natural ingredients
Tap into the mystical aesthetic with popular moon and star-adorned jewellery, stationery, and homeware. These products capture some of the witchy vibe, while remaining completely innocuous to those who aren’t seeking it out.
We published a trend report on crystals over two years ago, and can confirm that demand for crystals is as strong as ever. While some people consider different crystals to have spiritual and even healing properties, for many they’re just an aesthetically-pleasing trinket, making the perfect little impulse purchase.
This set of crystals is one The Sun & My Soul's bestselling products
Whenever we spot emerging trends, you’ll be the first to hear about them; keep an eye on our latest posts to be the first in the know.
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