Young people are increasingly turning to online witches on platforms like Etsy for spells covering love, luck, and weather.
Sellers Offer Abundance Spells on Etsy
Ellecia Cahill, from Erskine, has recorded more than 2,000 online sales on Etsy by providing readings, channelled letters from loved ones, crystals, and amulets. Online retailers report a growing appetite for magic, with searches for weather spells and witches seeing significant increases.
She claims one customer, a tech investor from the Mediterranean principality of Monaco, had seen a significant increase
in his net worth after buying an abundance talisman. While love spells might seem like the most common purchase, Cahill notes that her customers are particularly focused on abundance spells designed to attract money, success, and opportunities.
Searches for Sunshine Climb on Etsy
According to a spokesperson for Etsy speaking to BBC Scotland, searches for sunshine on wedding days have climbed by 206%, while general searches for wedding-related spells and witches are up 105%. A scroll through online retailers reveals a wide variety of offerings, including spells intended to keep rain away on wedding days or help secure tickets to sold-out concerts.
Under Etsy rules, these listings must be marketed for entertainment purposes only.
Sociologists Study the Rise of Digital Witchcraft
Alexandria Arthur-Hastie, a sociologist of religion at Leeds Beckett University, views this digital witchcraft trend as part of a cultural movement away from traditional religion toward personalized forms of spirituality. Hastie explains that moving these services online represents the latest step in the commodification of spirituality.
For practitioners like Cahill, who is 24 years old, the appeal goes beyond commerce. She notes that younger generations are seeking safe spaces and comfort amid feelings of loneliness.
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?
Ellecia Cahill
Buyers Report Mixed Results From Spells
Laura Blair, from Glasgow, purchased a job spell that connected her with a witch who requested her full name and more specifics before sending a video of the ritual. Buyers report varied experiences with online spellcasting. While the specific job goal did not materialize as hoped, the 29-year-old noted a general positive impact on her career.
Since I cast the spells I’ve had multiple acting roles, its actually the busiest I’ve ever been in my career.
Laura Blair
Chloe, a 22-year-old from Glasgow, found the purchase to be a waste of time and money after seeking to reconnect with an ex-partner following a break-up, concluding that it serves mainly as a funny story in hindsight. Other users experienced less success.
Online retailers report a growing appetite for magic, with searches for weather spells and witches seeing significant increases.
