The metaphysical/occult retail market is a multi-billion dollar industry experiencing sustained growth, driven by Gen Z/Millennial interest, social media (WitchTok), and the mainstreaming of practices like tarot, astrology, and crystal healing. Kansas City represents an underserved market with low competition and room for brand dominance.
Market Size & Growth
U.S. Metaphysical/Occult Market
Metric
Value
Source
Psychic Services Industry
$2.2B (2023)
IBISWorld
CAGR (2020-2025)
5.5%
IBISWorld
Global Spiritual Products
$193.7B (2026 projected)
Business Research Insights
Global Spiritual Products
$276.6B (2035 projected)
Business Research Insights
Global CAGR
4.04%
Business Research Insights
Market Segments
Segment
Est. Size
Growth Rate
Notes
Psychic Services
$2.2B
5.5%
Palm reading, mediums, astrology
Crystals & Minerals
$1.0B+
8-10%
Fastest growing segment
Tarot & Divination
$500M+
7-9%
TikTok driving discovery
Candles & Ritual Supplies
$400M+
5-7%
Overlap with home décor
Books & Education
$300M+
4-6%
Stable, authority-building
Herbs & Incense
$250M+
5-7%
Crossover with wellness
Key Growth Drivers
Social Media: WitchTok has 40B+ views; Instagram witch aesthetic mainstream
Wellness Crossover: Crystals, herbs positioned as self-care
Economic Uncertainty: Historical correlation with occult interest
Generational Shift: Gen Z more open to spirituality, less religious
Pandemic Effect: Home rituals, self-directed spiritual practice surge
Target Demographics
Primary Audience: Women 18-40
Demographic
Profile
Age
18-40 (core: 25-35)
Gender
70-80% women
Income
$35K-75K (middle class)
Education
Some college to graduate degree
Politics
Progressive/left-leaning
Religion
”Spiritual but not religious,” ex-Christian, pagan
Psychographic Segments
Segment
Description
Spending
Content Needs
Baby Witches
New to practice, 18-25, TikTok-driven
$20-50/mo
Guidance, starter kits, education
Established Practitioners
5+ years, 28-45, know what they want
$50-150/mo
Quality tools, rare items, depth
Aesthetic Witches
Visual focus, Instagram-driven
$30-75/mo
Beautiful products, photo-worthy
Traditional Practitioners
Specific traditions (Hoodoo, Wicca, etc.)
$40-100/mo
Authentic supplies, cultural respect
Collectors
Rare books, antiques, high-end items
$100-500/mo
Curated inventory, exclusivity
Gift Buyers
Buying for practitioner friends/family
$25-75/order
Gift guides, bundles
Age Distribution (U.S. Witchcraft Interest)
Age Group
% of Market
Notes
18-24
25%
TikTok native, discovery phase
25-34
35%
Core spending demographic
35-44
22%
Established, higher spend per order
45-54
12%
Long-term practitioners
55+
6%
Collectors, traditional
Geographic Analysis
U.S. Regional Hotspots
Region
Strength
Notes
Pacific Northwest
Very High
Seattle, Portland - progressive, nature-focused
California
Very High
LA, SF - large pagan communities
Northeast
High
Salem MA, NYC, Boston - historical + urban
Southwest
Medium-High
NM, AZ - Native + New Age crossover
Southeast
Medium
Florida, New Orleans - Hoodoo, Santeria
Midwest
Low-Medium
Underserved, opportunity
Mountain West
Low-Medium
Denver growing
Kansas City Market Assessment
Population: 2.2M metro
Median Age: 36.8
Median Income: $59K
Factor
Assessment
Implication
Existing Competition
Very Low
Room for brand dominance
Pagan Community
Small but active
Partnership opportunities
College Presence
Strong (UMKC, KU, K-State)
Student market access
Progressive Pockets
Midtown, Westport, Lawrence
Target these ZIP codes
Conservative Surroundings
High
May limit physical store visibility
Shipping Hub
Excellent
Central US = fast shipping anywhere
Target ZIP Codes (Local Delivery)
Primary (High Density):
64108, 64109, 64110 (Midtown/Westport)
64111, 64112, 64113 (Plaza/Brookside)
66044, 66045 (Lawrence, KS)
Secondary:
64114, 64131, 64132 (South KC)
66061, 66062 (Olathe - surprising density)
64106 (River Market/Downtown)
Competitor Analysis
Direct Competitors (Online Occult Retail)
Competitor
Strengths
Weaknesses
Our Advantage
Etsy Sellers
Variety, handmade, reviews
Fragmented, no curation
Unified experience, correspondence system
Amazon
Convenience, Prime shipping
No expertise, mass market
Curation, authenticity, community
Llewellyn
Authority, books
Limited supplies, corporate
Local + agile, broader inventory
Azure Green
Wholesale (our supplier)
Wholesale only, no retail UX
We add retail layer + curation
The Witchery
Aesthetic, curated
Limited inventory
Correspondence system, local delivery
13 Moons
Established, broad catalog
Dated website, no community
Modern UX, content focus
Local KC Competition
Note: Private businesses don’t report market cap or revenue publicly. Metrics below use Yelp reviews as a proxy for customer volume/reputation.
Business
Location
County
Yelp Reviews
Focus
Online Store
Threat
The Energy Within KC
7807 W 151st St, Overland Park
Johnson, KS
13
Crystals, sound healing, yoga
Yes
Medium
KC Conjure & Botanica
1620 Locust St, Kansas City
Jackson, MO
12
Hoodoo/conjure, botanica
Yes
Medium
Crescent Springs
7327 W 80th St, Overland Park
Johnson, KS
19
Full metaphysical, classes, readings
Basic
Medium
Gemini Shop/Salt Spa
Merriam
Johnson, KS
~10
Crystals + salt spa hybrid
Limited
Low
White Light Crystal
115 E Gregory Blvd, Kansas City
Jackson, MO
~15
Crystals, reiki, books
Limited
Low
Elsewhere Apothecary
Kansas City
Jackson, MO
~8
Apothecary, bookstore
Limited
Low
Cats & Crystals KC
Kansas City
Jackson, MO
~5
Crystals
Yes
Low
Enchanted Gifts
KC area
—
~5
Gifts
Limited
Low
Spectrum
Gladstone
Clay, MO
?
Metaphysical
No
Low
Aquarius Books
—
—
—
Bookstore
CLOSED
—
Competitive Analysis Summary:
No dominant player — highest review count is 19 (Crescent Springs)
Geographic spread — Johnson County (KS) has more shops than Jackson County (MO)
Specialty gaps — No one does correspondence-based discovery
Online weakness — Most have poor/no e-commerce presence
Key Insight: The closure of Aquarius Books (KC’s longest-running metaphysical bookstore) creates a significant vacuum. Owners retired in their 80s — not a market failure, just succession gap. Their location was also hard to access. TOTM is positioned to capture this displaced customer base with:
Online-first model (no physical location limitations)
Local delivery (better accessibility than a hard-to-reach storefront)
Modern UX + correspondence system
1,288 products already live with Liber 777 auto-tagging
Competitive Positioning Matrix
HIGH CURATION
│
Boutique/Expensive │ TEMPLE OF THE MOON
○ Etsy │ ★
○ Witchery │
│
LOW PRICE ───────────────┼─────────────── HIGH PRICE
│
Mass Market │ Traditional Suppliers
○ Amazon │ ○ Llewellyn
○ Walmart │ ○ 13 Moons
│
LOW CURATION
Marketing Channels
Primary Channels (Ranked by ROI)
Channel
Effort
Cost
Reach
Priority
SEO/Blog
High
Low
High
🔴 Critical
Instagram
Medium
Low
High
🔴 Critical
Pinterest
Low
Low
Medium
🟡 Important
Email/Newsletter
Medium
Low
Medium
🔴 Critical
TikTok
High
Low
Very High
🟡 Important
Reddit
Low
Free
Medium
🟢 Opportunistic
YouTube
High
Medium
Medium
🟢 Phase 2
Podcast Ads
Low
Medium
Low
🟢 Phase 3
Social Media Demographics
Platform
Age Skew
Gender
Best For
TikTok
18-28
60% F
Discovery, trends, baby witches
Instagram
25-40
65% F
Aesthetic, product showcase
Pinterest
30-50
75% F
Spell ideas, correspondence charts
Reddit
20-35
55% M
r/witchcraft, education, community
YouTube
25-45
55% F
Long-form education
Facebook
35-55
60% F
Local groups, older practitioners
Content Strategy
Content Type
Frequency
Purpose
Platform
Moon Phase Posts
2x/month
Ritual tie-ins, sales
IG, Email
Correspondence Guides
Weekly
SEO, education
Blog
Product Features
3x/week
Sales, awareness
IG, TikTok
Book Reviews
2x/month
Authority, SEO
Blog
Sabbat Content
8x/year
Seasonal, sales
All
How-To Spells
Weekly
Value, shares
TikTok, Pinterest
SEO Keywords (Target)
High Volume, Medium Competition:
“witchcraft supplies” (12K/mo)
“occult shop” (8K/mo)
“spell candles” (6K/mo)
“ritual supplies” (4K/mo)
Long-Tail, Low Competition:
“Mars correspondence herbs” (100/mo)
“black salt for protection” (500/mo)
“obsidian scrying mirror” (300/mo)
“hoodoo supplies online” (400/mo)
Pricing Strategy
Market Pricing Benchmarks
Product Category
Low End
Mid Range
Premium
Candles (ritual)
$3-5
$8-15
$20-40
Incense (stick)
$2-4
$6-10
$15-25
Crystals (tumbled)
$2-5
$8-15
$25-100+
Tarot Decks
$15-20
$25-35
$50-150
Athames
$15-25
$35-60
$100-300
Books
$10-15
$18-30
$40-100+
Margin Targets
Source
Target Margin
Notes
In-house books
50-70%
Owned inventory, flexible pricing
Azure Green wholesale
40-60%
Keystone markup standard
Handmade/curated
60-80%
Premium positioning
Digital products
85-95%
Courses, PDFs, content
Pricing Philosophy
Position as “affordable premium” — not the cheapest, not luxury, but curated quality at fair prices. The correspondence system adds perceived value without cost.