Inside the trend - witchcraft
In our new blog series, we pick a trend, dissect it, make sense of it, and help you decide if it’s something you need to get on board with. Or not.
So, because it’s October, the month of Halloween, we decided it was the perfect time to look at the growing interest in witchcraft. What’s it all about? What’s driving it and how can you make it work for you?
What do we mean by witchcraft?
Worldwide, witches have been a source of fascination and fear for centuries. But for many people today, witchcraft is part of an often misunderstood lifestyle and belief system. In western society Wicca, an alternative pagan religion associated with witches and witchcraft, is thought to have started in the 1940s. More recently, new generations are exploring natural magic as a force for good to improve wellbeing, achieve life goals and find spiritual growth. Elements of modern witchcraft, such as manifestations, crystals, and astrology, are now finding new fans and crossing into the mainstream.
Why now?
Social media, especially video-sharing app TikTok, has created a new home for modern witchcraft. The WitchTok community has become home to one of the most popular alternative wellness movements online. Videos sharing spell tutorials, live tarot readings and crystal hauls are reaching billions of people. While Instagram witches offer a fresh take on the theme, appealing to Millennial and Gen Z audiences seeking new ideas on self-care and self-empowerment.
Some people think the surge in popularity for witchcraft might be linked to the anxiety and loss of control experienced during the Covid-19 pandemic by offering tools and strategies to reclaim ownership of our individual destinies. It taps into a wider societal yearning for something more powerful than us, a desire for a spiritual connection or community that offers an alternative to organised religion. Others might say the WitchTok community is a product of the culture wars, a radical, feminist, alternative response to patriarchal conservative Christianity, particularly in the US.
How can I introduce it into my ranges?
We’ve been helping many of our customers develop specialist product ranges catering to wiccan interests for years. But for those of you who have more general product ranges, there are some great books and products that nod to witchcraft trends, while still appealing to broader audiences. Crystals, astrology and tarot reading are having a moment thanks to WitchTok, and modern witchcraft intersects well with self-help themes. If your customers are interested in wellness, spirituality or astrology, then witchcraft-influenced books could work well in your range.
Book suggestions
Manifest
For people who are interested in taking more control over their own destiny but maybe aren’t quite ready to embrace witchcraft, this is a title that has great appeal. Written by “the manifesting queen” Roxie Nafousi, it’s a manual for anyone who wants to create the life they have dreamed of in just seen simple steps through the art of manifestation.
Stella Andromeda's astrology series
This popular series comprises a book for each star sign, sharing advice on how to harness the power of the zodiac. The bold covers look great too!
Browse our astrology collection for Stella Andromeda's books
The Little Book of Crystals
Another pocket guide in the popular Orange Hippo gift series, the Little Book of Crystals is a great introduction to exploring the potential in crystals.
We are all witches
Weaving fact with fiction to explore folklore, strength and femininity, this new book invites readers to examine their beliefs, investigate the past and find power in the virtues of modern witchcraft.
The Witches' Spell Book
This miniature book, written by practising witch and astrologer Cerridwen Greenleaf, is a beauty with its velvet cover and gold pages. It’s a consistent seller for us too and would look great in a Halloween display, but also all year round.
Happy Witch
Due to be published in November, this is the latest book from Mandi Em, who is popular on social media for her funny, accessible self-help guidance for non-religious witches. This new manual focuses on fun spells and self-care rituals to help you find joy and positivity.
Explore more
If you would like to delve deeper into this subject area, browse more titles in these collections:
