Days before the fatal shooting of Charlie Kirk, Jezebel published an article declaring that its staff had paid witches on Etsy to curse the conservative activist. The bizarre coincidence of the post’s timing has put a spotlight on the thriving market for online spells.
Etsy has become the “go-to site for spell-casting services,” said Taylor Crumpton in Time. Although the digital marketplace banned these products in 2015, they are still being sold under the label of “entertainment services.”
Witches have undergone a serious rebrand in the past few decades. Gone are the days of being social pariahs, Crumpton said. Pop culture’s “expansive and multi-dimensional” depiction of witches has fostered a more positive view of witchcraft.
One of the best-selling spells promises the purchaser a “perfect wedding day,” said Meena Alexander at Glamour. Nici, who runs the Etsy shop MoonstoneMysticMagic, told Alexander that American, British and Australian women made up most of her customer base, and their purchases were usually “wedding-related.” At $13, it is a small price to pay for a “sense of peace and empowerment as they face a life milestone,” Nici said.
While wedding spells are the most popular, you can pay to “cast a spell for just about anything, on just about anyone,” said Kate Morgan at The Washington Post. We live in a “world full of scammers wanting to earn a quick buck amid the cost-of-living crisis,” Hatti Rex said at Dazed. Online charms are comparatively harmless, but the practice is essentially “monetizing people’s search for meaning” and, ultimately, using the digital marketplace to trade in “hope, fear and heartbreak.” |