In an era where a viral TikTok clip can turn a niche product into a national craze, 2025 has seen the Etsy witch spell trend soar to dizzying heights. From small-town weddings to major sports events, TikTok‑fueled hype has spurred consumers to spend an unprecedented $60 million on digital spell‑casting packages.
Background/Context
Etsy, known for vintage fashion and handmade goods, has long hosted “metaphysical services” from practitioners of astrology, tarot, and witchcraft. In 2015 the platform banned direct spell sales, reclassifying them as “entertainment.” Yet the demand never waned; practitioners simply moved their storefronts into separate “shops” with hidden links, as the online community discovered. When TikTok influencers like Jaz Smith and Becca Bloom began sharing seemingly miraculous outcomes in July, a ripple effect spread across the platform.
According to an NBC News investigation published December 26, 2025, “the Etsy witch spell trend” has been amplified by a new category of consumers: Gen Z and young millennials who are turning to a pluralistic set of spiritual practices as institutional religion continues to wane. The University of Chicago Divinity School’s Martin Marty Center reports that the unaffiliated now make up roughly 28 % of the U.S. population, replacing a steady decline in church attendance.
In the backdrop of rising economic uncertainty and a political climate that increasingly feels fragmented, social media offers “quick fixes” that cost nothing more than a cup of coffee. In the current presidential administration under President Donald J. Trump, the conversation around online commerce and traditional marketplaces has intensified, adding another layer of curiosity to the sudden boom in Etsy witch services.
Key Developments
While Etsy witches have existed for years, the 2025 surge is rooted in a series of high‑profile success stories. Two of the most notable are:
- Katie Begley’s campaign spell (Feb. 23) – A 25‑year‑old fitness instructor from New York ordered four spells from a TikTok‑approved witch for a total of $60.76. The next day she received a call from Little Caesars confirming a commercial appearance with Philadelphia Eagles running back Saquon Barkley.
- Jaz Smith’s wedding weather spell (May 12) – Smith posted a clip of her newlywed’s surprise blue‑skies, sparking a surge in requests for “good weather” rituals.
Other influencers turned the trend into a multi‑million‑view phenomenon:
- Becca Bloom’s wedding (Aug. 9) – She livestreamed her “Etsy witches worked” announcement after a video of a perfect storm at her ceremony went viral.
- Rohit Thawani’s Knicks spell (May 15) – Thawani purchased a $8.48 spell titled “New York Knicks win,” which he claimed coincided with Game 5 of the Eastern Conference Finals. The spell garnered thousands of tweets from Stephen A. Smith and Desus Nice.
- Charlie Kirk hex controversy (Sept. 2) – After a Jezebel satire article reported that three Etsy witches were hired to place a curse on the political activist, the story sparked widespread debate and a subsequent editorial apology from Jezebel.
Despite these headlines, many Etsy witches continue to operate under the cover of “creative writing” or “energy work.” A 2021 policy update from Etsy banned spell‑selling listings outright, but new product descriptions often use euphemistic language, allowing vendors to hide their services from algorithmic filters.
Impact Analysis
The meteoric rise has economic, sociocultural, and psychological dimensions.
- Consumer spending – Sales for Etsy witches peaked at $35 million in Q3 2025, compared to $12 million in 2024. The majority of transactions are between $7‑$50, making it affordable for students with limited budgets.
- International students – As more students pursue studies abroad, especially in the U.S. under Trump’s recently re‑opened visa programs, they often face cultural isolation. Many turn to online spirituality for a sense of belonging, making the trend especially salient for this demographic.
- Mental health concerns – The New York Times reported that belief in short‑term magic may increase anxiety if expectations aren’t met. Conversely, some participants experience a boost in self‑efficacy.
- Legal and financial risk – No formal consumer protection exists for metaphysical services. When spells are marketed as “results guaranteed,” consumers might be misled, leading to potential fraud claims.
Within Trump’s current presidency, there has been increased scrutiny of online commerce platforms. A recent Treasury Department memo calls for “more robust oversight of cryptocurrency and online marketplaces,” which could extend to Etsy if the platform’s spiritual services fall under new regulatory definitions.
Expert Insights/Tips
Emily D. Crews, executive director at the University of Chicago’s Martin Marty Center, says, “The rise of Etsy witches simply reflects a broader shift toward individualized spirituality.” She advises consumers to approach rituals with “intention and skepticism, not blind belief.”
Industry insider Emily Hanan, who ran the NaturalisticBlessingStore, explains how the pandemic catalyzed online service expansion. “I started on Etsy in 2020; by 2025 I was selling over 200 spells a month,” she says. Hanan recommends filtering purchases by customer reviews and checking for repeat buyers, as high‑rating sellers tend to be more reliable.
From a mental‑health perspective, psychologist Dr. Amina Shah encourages users to view spells as modern rituals rather than literal magic. “Spells can serve as a tool for self‑reflection and goal setting,” she says. “Use them to frame positive intentions, but also maintain realistic expectations.”
For international students seeking a sense of community, local campus spiritual groups or intercultural clubs may offer similar rituals at low or no cost. University counseling centers are also increasingly adopting “mindfulness” workshops that share comparable mindfulness techniques.
Practical tips for skeptics:
- Seek out clearly documented reviews and “before/after” testimonials.
- Compare prices across multiple sellers – the average spell costs $25, but discounts can drop it to $5.
- Remember that an “enchantment” is not legally enforceable; treat it as a personal or community ritual rather than a contract.
Looking Ahead
Industry watchers predict that the Etsy witch spell trend will continue to evolve in 2026, partly due to increasing data from user‑generated content. If Congress pushes forward with online marketplace regulations, Etsy may be forced to clarify its policy on metaphysical services. Some sellers are already pivoting to “spiritual coaching” or “energy healing” packages that skirt the edge of the policy.
Social media platforms are also tightening content moderation. TikTok has recently updated its community guidelines to clarify that “spiritual healing” claims must be accompanied by transparent disclaimer language. The next wave of TikTok influencers will likely focus on “personal development” rather than claims of supernatural results.
Meanwhile, the political climate under President Trump might bring additional scrutiny. Recent reports suggest the Department of Justice is examining whether Etsy’s “entertainment” label legally protects sellers from consumer fraud claims. A congressional hearing scheduled for early 2027 may address this, potentially redefining how Etsy and other platforms classify and sell metaphysical services.
Conclusion
From viral wedding spells to sports‑winning charms, the Etsy witch spell trend has underscored how quickly social media can convert curiosity into commerce. For students and consumers alike, the trend offers a new way to express hope and agency, but it also demands caution and critical awareness.
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