In these times, hyper-specialization is the name of the game and Enigma’s here to help you identify exactly who you’re looking for. Sure you can use Enigma to learn more about a business you can already identify, but what if you need to find the right prospects?
Escape the poor targeting of traditional industry labels and find businesses by what they actually do, not labeled as someone else says they are.
In this video, Navya shows how to use the spookily accurate Semantic Search to find ideal lists of businesses, in this case psychic mediums; all part of the Enigma Console.
Something extraordinary is happening in America's spiritual marketplace. While the Wall Street Journal discovered that witches are crushing it on Etsy—with desperate job seekers dropping $15 for employment spells—that's just the demand side of the story.
The real magic? How America's 120,000+ metaphysical businesses are building a $11.8 billion mystical economy.
To understand this hidden economy, we analyzed transaction data from metaphysical businesses nationwide using Enigma's new Console. We used the new Semantic Search to find exemplary metaphysical businesses, then identified others that shared high similarity with their business description. We focused on truly mystical enterprises—those with "woo-woo factors" of 6 or higher:
Together, these businesses generate $11.8 billion annually—roughly equivalent to the half the U.S. yoga industry. But here's where it gets interesting.
Forget toilet paper—the real pandemic hoarding was healing crystals.
While most mystical businesses saw modest pandemic gains, one category absolutely exploded:
But here's the kicker: crystal shops have maintained their elevated revenue levels. Psychics? They've returned to earth. The data suggests Americans didn't just panic-buy amethyst—they kept buying it.
Premium mysticism commands premium prices.
While Etsy witches compete on $15 spells, established mystical businesses operate in an entirely different universe
One psychic studio averages $4,028 per reading. That's not a typo. These aren't corner palm readers—they're spiritual consultants to the wealthy, offering multi-hour sessions, ongoing guidance, and what one practitioner calls "executive soul coaching."
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Ancient wisdom meets modern commerce—reluctantly.
Despite operating in 2024, the mystical economy remains stubbornly analog:
The opportunity is staggering. If the 90% of offline psychics went digital at current conversion rates, it would unlock an additional $2.1 billion in transaction volume.
63,503 businesses, $5.2 billion in revenue, and growing.
The biggest success story in mystical business isn't psychics or crystals—it's energy work:
These practitioners have cracked the code: position mysticism as healthcare. They accept insurance (sometimes), get referrals from doctors (occasionally), and most importantly, solve concrete problems (stress, pain, anxiety) with mystical solutions.
Average revenue? $81,306 annually. Not Fortune 500 money, but solid middle-class income from moving invisible energy.
The real money is in Mercury retrograde.
Yes, October sees a bump for occult businesses. But the fascinating pattern is elsewhere:
Smart mystical businesses have moved beyond Halloween. They're tracking astrological events, creating content around moon phases, and turning cosmic phenomena into commerce opportunities.
Neither Etsy witches nor luxury shamans—meet the $150K mystical entrepreneur.
The data reveals a robust middle tier of mystical businesses:
These aren't side hustles or celebrity gurus. They're professional practitioners who've built sustainable businesses by finding the sweet spot: mystical enough to differentiate, professional enough to trust.
The $15 Etsy spell is a sideshow. The real mystical economy is built on trust, professionalism, and solving real problems with spiritual solutions.
Successful mystical businesses understand three things:
The mystical economy isn't just surviving—it's professionalizing. When 120,000+ businesses generate $11.8 billion annually, we're not talking about a trend. We're watching an industry mature.
The witches of Etsy may be making headlines with budget spells, but the real magic is happening in America's 63,503 energy healing centers, 10,762 psychic establishments, and 1,831 crystal shops—where ancient wisdom meets modern commerce, and business is mystically good.
Methodology: Analysis based on Enigma's comprehensive business database covering businesses with metaphysical classifications rated 6-10 on our "woo-woo factor" scale. Transaction data from January 2018 through December 2024. Revenue figures represent card transaction data.