Weight-loss candles, voodoo dolls, and drums: esoterica trends

According to a study, sales of magical items in Russia have increased several times. The most in-demand were protective charms and aspen stakes, with the main growth occurring on online platforms.

Feb 28, 2026

Demand for aspen stakes has quadrupled: they are bought for home protection and as decor elements.

Demand for esoteric goods in Russia increased by 50% in 2025 compared to 2024, according to data from the IT company ATOL. The study is based on an analysis of 5.7 million receipts collected through the «ATOL Online» service.

Prices for voodoo dolls on marketplaces range from 300 to 3000 rubles (about $3 to $33) depending on their purpose.

Protective charms became the most popular category with a 36% share of sales. Demand for them increased 2.2 times, and the average price dropped by 33% to 498 rubles (about $6 at current rates). Purchases of aspen stakes increased especially noticeably—fourfold. As sellers explain, small stakes are used as interior decor or to protect the home from negative energy.

Weight-loss candles and so-called revenge candles are among the best-selling items.

Dynamics for other goods:

Shamanic drums have become part of the trend for self-development and meditative practices.

runes: growth in demand by 54%, average price 672 rubles (about $7, down 16%);
Tarot cards: decline by 5%, average price 654 rubles (about $7, 2% cheaper);
glass balls: increase in demand by 101%;
voodoo dolls: growth by 63%;
pendulums for dowsing: growth by 34%;
black candles: growth by 8%.

Russia is seeing increased interest in esoteric goods: protective charms, aspen stakes, and voodoo dolls are bought for protection and self-development.

The Role of Marketplaces

Market participants link the sales growth to the active development of online trade. «In general, many producers are actively developing online sales and are refusing intermediaries in the form of offline points,» says a representative of one of the esoteric shops.

Marketplaces offer a wide assortment. Voodoo dolls, for example, are sold as souvenirs and keychains for 300 to 700 rubles (about $3 to $8), as well as in ritual kits costing 1,000 to 3,000 rubles (about $11 to $33). Individual items are purchased thousands of times.

Also popular are magic balls (600 to 3,000 rubles, or about $7 to $33), aspen stakes (150 to 700 rubles, about $2 to $8), pendulums for dowsing (200 to 2,000 rubles, about $2 to $22), and runes (300 to 3,000 rubles, about $3 to $33). Some stakes have additional options: for example, a spell for weight loss or an inserted fox tooth for protection from misfortunes.

Offline Stores: Stability and Regional Features

In stationary sales points, no significant growth is noted. «Our sales are stable, and the best sellers are various amulets that are kept in wallets (like a coin for attracting money) and protective charms against the evil eye,» explained representatives of LLC «Souvenirika.»

In «Eastern Salon-Store,» among the popular goods are protective charms and magic candles, including candles for attracting luck, money, as well as with names like «My Successful Business,» «Acquiring a Good Job,» «Stopping Gossip,» «Revenge and Retribution,» and weight-loss candles.

Specialized products, such as voodoo dolls or witch bottles, are purchased mainly by professionals, and sales volumes here are significantly lower.

There are regional differences: in the Caucasus and the Far East, goods for love and health are more often ordered, in Central Russia—for getting rid of curses and the evil eye. «And of course, in all regions, goods for attracting money are popular,» added the store.

Changes and New Trends

Some retailers are facing a decrease in demand. «Our demand for protective charms has decreased, since we make them from silver, which has noticeably become more expensive recently,» lament representatives of the online store «Wolf»s Lair.« Buyers often choose more affordable options on marketplaces, where discounts are available. Slavic protective charms, such as alatyr (a Slavic symbol), are popular.

In one of the offline stores, they noted seasonality: «In summer, demand always increases: people walk around, come to us, buy something as souvenirs.» Most often, they buy candles for rituals, incense, and herbs.

At Witch Store, they talked about a shift in interest: «We have a noticeable decrease in sales of goods for magical services, but clearly growing demand for goods related to self-development.» These are books, aromatic blends and candles not related to magic, as well as musical instruments—singing bowls, gluckophones, and shamanic drums. «Demand for drums was quite high about a year ago, it seems that seminars and meetings were held then where such instruments were used. But even now, such drums are periodically ordered from us,» shared a store representative.