Gen Z Pays Witches and Tarot Readers for Guidance

Younger generations, particularly Gen Z, are increasingly turning to paid services like witches and tarot readers for personalized guidance, despite the widespread availability of free astrological and horoscopic content online. This trend highlights a desire for interpretation and curated advice that goes beyond readily accessible information. The U.S. psychic services industry capitalized on this demand, generating $2.3 billion in revenue in 2025, according to a July 2025 IBISWorld report. This revenue figure represents a significant market, with growth at an annualized rate of 5.5% over the five years leading up to 2025. The report also indicates that nearly half of women aged 18 to 49 consult astrology or horoscopes at least once annually, underscoring the broad appeal of these practices.

Brooke Bekoff, a 29-year-old former growth product manager at TaskRabbit and Robinhood, observed this cultural shift firsthand at a wedding where the bride hired an Etsy witch to ensure clear skies for her outdoor ceremony. Despite weather apps predicting rain, the clouds parted during the ceremony, leading Bekoff to notice that several bridesmaids had also recently engaged with Etsy witches for their own personal needs. This observation sparked an entrepreneurial idea for Bekoff, who recognized a significant cultural opportunity in providing personalized spiritual and predictive guidance. The demand is not for information, which is freely available, but for a personalized interpretation of life events such as breakups, career decisions, and anxieties about the future.

Bekoff's venture aims to organize the highly fragmented psychic services market, which IBISWorld describes as having ample room for new entrepreneurs. The appeal for consumers lies in the perceived authenticity and personalized attention offered by these practitioners, differentiating them from generic online horoscopes or astrological readings. This market segment thrives on the human need for reassurance and a sense of control in an uncertain world, particularly among younger demographics who may feel disempowered by broader societal and economic challenges. The services offered range from casting spells for specific outcomes, like favorable weather, to providing in-depth tarot readings and astrological consultations designed to offer clarity and direction.

The growth of this industry suggests a deeper societal trend where individuals seek meaning and guidance through non-traditional means. While free resources abound, the willingness to pay for these services indicates a perceived value in the personalized, human-led interpretation and the emotional support provided. This phenomenon is particularly pronounced among younger adults who are navigating complex life transitions and anxieties, finding solace and a sense of agency in the guidance offered by spiritual practitioners. The $2.3 billion market size and consistent growth underscore the economic viability and sustained consumer interest in this niche, positioning it as a significant sector within the broader wellness and personal development landscape.