Days before the fatal shooting of Maga activist Charlie Kirk, US news blog Jezebel published an article declaring that its staff had paid witches on Etsy to curse him. The bizarre coincidence of the post’s timing has put a spotlight on the thriving market for online spells.
Digital selling platform Etsy has become the “go-to site for spell-casting services”, said Taylor Crumpton in Time. Although these products were banned on the website in 2015, they are still being sold under the label of “entertainment services”.
Witches have had a serious rebrand in the past few decades. Gone are the days of being social pariahs; the “expansive and multi-dimensional” depiction of witches in pop culture has brought with it a more positive view of witchcraft, said Crumpton.
One of the best-selling spells promises the purchaser a “perfect wedding day”, said Meena Alexander in 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 £10, it is a small price to pay for a “sense of peace and empowerment as they face a life milestone”.
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 in The Washington Post. We live in a “world full of scammers wanting to earn a quick buck amid the cost-of-living crisis”, said Hatti Rex in Dazed. Online charms are comparatively harmless, but the practice is essentially “monetising people’s search for meaning” and, ultimately, using the digital marketplace to trade in “hope, fear and heartbreak”. |