Gen Z can’t control the future, so they’re paying witches and tarot readers to make it feel more manageable
Source: Fortune ·
A fragmented $2.3 billion industry is turning tarot, astrology, and spell work into personalized guidance for an uncertain generation.
From the source
This summer, with torrential rain threatening her outdoor wedding, a bride did the one thing left on her checklist. She hired an Etsy witch to cast a spell for clear skies. “I just didn’t know what else to do,” she told her bridesmaid, Brooke Bekoff. “I hope it works; it can’t hurt.” A weather app had already told her it would rain, for free. Horoscopes, tarot cards, and astrology explainers are also only a scroll away. Yet consumers continue paying for what free content can’t offer—someone to interpret their fresh breakup, career decision, or fear about the future. That desire for personalized guidance has built a big business. The U.S. psychic-services industry generated $2.3 billion in revenue in 2025, according to a July 2025 IBISWorld report. Revenue grew at an annualized rate of 5.5% over the five years through 2025, with nearly half of women ages 18 to 49 consulting astrology or a horoscope at least once a year. But IBISWorld describes the market as highly fragmented, leaving…