Gen Z, Witches and Tarot Services in the US: What Does the New Spiritual Spending Say?
In October 2026, Fortune covered young US consumers paying for tarot, rituals and spiritual consultations. Its story included someone hiring an Etsy witch in hopes of clear weather for a wedding and interviews with founders of spiritual-service platforms. It framed the spending around personalized guidance, ritual and uncertainty. It was not a survey of what all Gen Z believes.
Why pay for something that may look like free content? Some customers may want a person to hear their situation rather than another daily horoscope addressed to everyone. The value of a service and the question of whether a ritual can change the weather are separate issues.
Are people paying for a service or a guaranteed result?
Fortune’s October 4 report described a wedding host hiring a witch to request clear weather and noted that the customer was paying for the service, not a guarantee about the weather. The piece also cited an estimate of US spiritual-service industry revenue from a market-research firm and Harris Poll survey data.
Those figures have specific sources and definitions. They should not be stretched into a claim that all young people buy witch services. A 2025 Pew Research Center survey found that 30% of US adults consulted astrology, tarot or fortune-tellers at least once a year, with most saying they did so mainly for fun. The population, survey year and definition of use all matter.
Ritual can offer psychological and social value
A ritual gives someone a defined moment to act: lighting a candle, drawing a card, writing a wish or speaking with a reader. It can help people express hopes, pause their usual routine or share an experience with friends. That value does not depend on the outcome coming true. Providers should avoid implying that paying more will make a wish happen.
A tarot reading can also serve as a conversational tool. The reader asks questions, the customer describes a dilemma and together they sort through possible choices. People may pay for time, attention and a structured conversation without believing that every judgment has supernatural certainty.
Make the service boundaries clear
Practitioners should explain the fee, session length, refund terms and whether any outcome is guaranteed. If a ritual is said to change the weather, cure an illness or ensure an investment return, the service should clarify that it cannot offer such a guarantee. Platforms should make clear who provides the service, whether a human responds and how personal information is stored.
Mystilink can shape tarot as reflection and learning: explain where card meanings come from, offer prompts and invite users to consider their real circumstances. The brand should describe the conversation and cultural knowledge a tool can offer, rather than promise a desired outcome.
Respect choice without encouraging dependence
Paying for a spiritual service does not automatically make someone gullible, and criticizing a service’s promises does not require dismissing belief. Customers can include a ritual in their personal meaning-making while still judging its price and claims. If a provider repeatedly raises the price, demands secrecy or says refusal will bring disaster, it is reasonable to pause and seek outside advice.
Read the consumer trend carefully
Fortune’s reporting shows how personalized guidance can become a service business. For Mystilink, the opportunity is to offer personalization with clear boundaries: a way to learn, express and reflect, while understanding that symbolic interpretation does not replace real-world evidence.