Gen Z can’t control the future, so they’re paying witches and tarot readers to make it feel more manageable

This summer, a bride facing rain on her outdoor wedding hired an Etsy witch for a spell to ensure clear skies. Despite the weather app predicting rain, the client was willing to pay for personalized guidance, which free content cannot provide. The U.S. psychic-services industry generated $2.3 billion in revenue in 2025, with a 5.5% growth rate over the past five years.

Nearly half of women ages 18 to 49 consult astrology or horoscopes at least once a year, with many seeking personalized interpretation rather than just information. This desire to make uncertainty feel more manageable has led to the creation of Divina, a marketplace for mystical services. Founded by Brooke Bekoff, Divina allows practitioners to offer tarot readings, spell work, Reiki, astrology, and other spiritual services, charging a 10% commission on each booking.

While customers may not necessarily believe in the magic working, the practice can provide a feeling of being heard and validated, making uncertainty more psychologically manageable. However, running a marketplace for the mystical comes with risks, such as reviewing practitioner applications and ensuring customers understand they are not purchasing a guaranteed outcome.