Magic is far from the craziest thing that has been shared across the World Wide Web. In fact, its reasonable doubts don’t even affect its legitimacy. It’s one of the most relatable subcultures. Many internet culture nerds are unhappy with this clampdown just as strongly as these spiritual practitioners and their clients. The Etsy witch is an icon because she represents us all, whether we like it or not.
Etsy has long had a contentious relationship with its supernatural sellers, despite their clientele describing them as “the backbone of Etsy” and “the only reason Etsy is still a thing.” Technically speaking, there has been a ban on the sale of metaphysical products on the site since at least 2012. Up until now, witches and all other purveyors of “woo” have circumvented this ban with the disclaimer that they only offer “entertainment services.”
For all that it is basic legal jargon, it is a pretty accurate description of their appeal. These products have access to the best marketing without even trying very hard. Not only do they appeal to our greatest hopes and fears, but they also claim to appease them without us having to do too much of the heavy lifting. They are a tool to aid the fantasies of the kind of lives we would like to lead. They offer a mystical parallel to the classic influencer, who promotes their lifestyle under the assumption that their audience would like to emulate it.
That being said, those who offer these services can carry a heavy emotional burden. For every individual who seeks out a spell to indulge themselves, there are many more who turn to it as a last resort in a desperate situation. In a New York Times profile exploring the phenomenon, a witch who claimed to have dealt with “hundreds” of legal cases in their work admitted that they now asked their wife to manage their messages for them, because she got to a point where the messages were just “breaking” her heart. While the implications are bleak, they reflect just how vital it is to have somewhere to turn to, even when it’s turning to an Etsy witch.
The relationship between the metaphysical and the mainstream internet has seen exponential growth in the past decade or so. Apps like Co-star have encouraged people to learn about their astrological placements, and accounts dedicated to psychic readings, manifesting, or reading tarot can be found on just about any form of social media. More recently, the homegrown industry of online witchcraft has benefited from the advent of “WitchTok,” the side of TikTok on which practitioners explain various spells and superstitions to an enraptured audience. Satisfied Etsy customers have also praised the results of their purchases on the platform, sparking memes about the enduring temptation to let go of shame and let the witches handle it.
Despite Etsy’s distaste for one of its most popular genres of sellers, it seems like the demographic that seeks them out needs them more than ever. It has been predicted that the “spiritual and wellness products” market will be worth nearly $10 billion by 2034. That is a sizable chunk of profit to leave behind if the platform actually gets rid of all spellcasting business. While it is currently synonymous with digital witchcraft, there seems to be enough of a demand that this will thrive elsewhere.
For at least the foreseeable future, people are going to find themselves in predicaments where waving a magic wand feels like the only solution to make things better. Some are left with no other hope, and others simply do not want to put in the work to make their circumstances better by themselves. Although most claim that it will take time for their spells to have a noticeable effect, they still offer the instant gratification of paying somebody to solve their problems (or possibly add to someone else’s).
Even if there is no logical framework that can prove the efficacy of their product, the Etsy witches retain their power due to their willingness to embrace the ugliness of reality. So long as superstition persists, so will their popularity, and the fact that they are easy to joke about acts as free advertising. In an era where delusion is promoted as an acceptable way to approach everyday life, a spell or two is the perfect accompaniment to chasing those unattainable dreams. And let’s be honest, there is an evil satisfaction to the belief that your ex’s bad luck is only a $10 card transaction away.
