While taking my deep dive into the world of subscription boxes in the fall of 2021, I became both excited and later depressed. I loved the idea of getting oodles of pagan goodies and crystals each month, but when boxes weren’t coming as fast as I wanted, I began to get bored and anxious. When they did arrive, some were loaded with witch kitsch, a half dozen loose pentacle charms with one tied to a small bottle of rosemary. Pentacles on a patch and buttons with a few black candles, and that was a box. Or they had teas, fancy hot chocolate made with mushrooms, chia additives, or face oils. Items that didn’t seem spiritually important to me, but the Instagram models of Facebook gushed over the offerings.
But, the ads had me hooked. I saw the websites’ pictures that depicted boxes filled with fantastic spiritual items. Books, statues, bells, bowls, large crystal spheres, it all looked so wonderful. It was almost a complete altar, delivered to your door. Only, with each disappointment, they moved me away from spirituality and towards just getting things. It’s actually a good business model, and being overwhelmed by Covid, politics, the environment, or a garden that was not growing, the businesses fed on our collective desperation.
Collectively we were drained mentally, emotionally, and spiritually and the self-care, self-help, and spiritual boxes were supposed to be the answer. When they didn’t deliver, you could visit online stores, usually with a small coupon, where you could buy what you’d seen in previous boxes or even get a past box. So our on-demand lifestyles could still be on-demand, even when it came to our spirituality.
The frustration grew, and I started looking up metaphysical shops near me to shop in person and get the crystals and incense I was wanted. This thankfully helped me pull out of the trap of the boxes. When stores were open, I was able to talk to actual practitioners who had spent years studying and mastering the art, which the boxes promised to give me in a month. One fantastic shopkeeper and I talked about the popularity of crystal mapping, something which I’d seen had been very popular as of late.
Talking to an actual person who was living what I was and sharing the same feelings of being overwhelmed made me realize I was acting like those plastic people I’d shaken my head at before. I wanted that spiritual fulfillment that the boxes were supposed to give me but didn’t. Because getting these boxes is like buying a bunch of spiritual self-help and spell-work books at the shop and thinking that will solve your problems. Many of the boxes were geared towards lazy spirituality.
Lazy spirituality is a term I created to describe how this kind of capitalist spirituality works. Capitalist spirituality sees spiritual emptiness as something that can be filled using crystals, dreamcatchers, incense, wall hangings, singing bowls, and herbal teas. Buzzwords like meditation and mindfulness, centering yourself, chakras, and engrams are all over the internet, meant to draw you to stores, books, or classes.
Capitalist spirituality tells you that you cannot heal your spiritual emptiness yourself, which can be true. However, it also says that you must buy specific items to find your spirituality and creates a competition of who’s got the best stuff between people who will probably never meet in person. You want a singing bowl with beautiful decorations, large selenite towers, fancy Himalayan salt lamps, and giant amethyst geodes for your end tables.
It is a new kind of “Keeping up with the Jones” where rather than focusing on cars or gadgets to show off your material wealth, you are supposed to show off your spiritual wealth. You can afford to take a weekend meditation retreat at a spa in the Berkshires or a beach resort. Pictures of your house show every room with lush meditation pillows in bright colors as plants cascade down the walls and from the ceiling. How does all this work? How do these things make you spiritual? Well, this is where lazy spirituality comes in.
Lazy spirituality is built on the capitalist spirituality model where you are handed “spiritual” items and told to use them to heal yourself. A collection of seven tumbled square stones is to be arranged to balance your chakras. For $5, you can buy an “Energy Cleansing Smudge Kit ~ With Amethyst~” or Palo Santo sticks painted to match the chakras.
Lazy spirituality is the quick fix for your spiritual emptiness because the idea is that having these items will instantly fix your spiritual problems. The smudging kit contains palo santo, sage, and a selenite wand. Burn the sage to cleanse the space, burn the palo santo to refresh it, and use the selenite to keep negative energies from the area and increase your clarity and inner peace. It is a fix it and forget it kit that is supposed to change the feeling of your room or home instantly.
The lazy spirituality method is very much about the objects you can display, such as Fung Shui coins, amulets to protect you against the evil eye, and spiral goddess images on stained glass. These items are supposed to instantly bring you peace and balance while making the walls or windows of your home look pretty. And, of course, you need to have at least one display of chakras.
Chakras seem to have been the biggest seller on the spirituality market for the past few years, even beating out smudging. The traditional Native American practice of cleansing a home has become so popular that Southwestern tribes now have difficulty obtaining the white sage used in their sacred rituals.
Capitalist spirituality is physically robbing Native Americans by denying them their ritual tools. While at the same time leaving those, it was old to hollow and still searching for fulfillment. It is ironic that while we are more aware than ever of cultural appropriation today, spiritual appropriation has become so commonplace as not even to warrant discussion.
My favorite store to observe capitalist spirituality is five below, a chain geared to the tween/teen/college-bound set and is popular with some pagans. With incense, holders, candles, and lunar items all for $5 or less, the store helped more than one pagan I know to build an altar on a budget. However, while the store is helpful for those with a firm grasp of their spiritual path, they also engage quite readily in capitalist spirituality.
Listed as “home décor” are multiple types of incense associated with chakras, smudging kits, and oil diffusers. As mentioned in part 1 of the essay, Chakras have been very popular among spiritual seekers for many years. Perhaps it is the association with the rainbow colors of the Pride flag which draws people in; I do not know.
What is for sure is that if you want to market something to spiritual seekers, using sage or chakras is undoubtedly the best way to draw them in. Even Dollar Tree, an everything for $1 store, sell matched to chakras.
While I saw these items in relation to spirituality, it soon became apparent that many of these sellers were not focused on spirituality but the self-care industry. In fact, over the past few years, self-care has become ubiquitous with non-Western spirituality to the extent that it is difficult to separate the two in stores.
(The following essay deals with the self-care industry and its co-opting of non-Western spirituality to make a profit.)
(To be continued)
(Meet Mago Contributor) Francesca Tronettie, Ph.D.