Russians continue to buy esoteric paraphernalia on marketplaces. According to data from the martech company First Data, which are cited by “Vedomosti”, in the first two months of 2026, the demand for talismans against the evil eye and other amulets soared by 120% compared to January-February 2025. Most (97%) of such purchases are made by Russians on marketplaces, according to the calculations; in just two months, citizens made over 970,000 purchases of goods from the “esoteric” category. The total spending of buyers increased by 20% to 312 million rubles over the year. At the same time, about 100 million were spent on protective talismans per month.
According to First Data, sales of talismanic pendants increased the most at the beginning of the year – in two months, they were sold 237% more than a year earlier. In monetary terms, the figure increased by 83%. The sale of products associated with the signs of the zodiac jumped by 213% (+48% in money terms). The study says that the main demand for such products – 66% of mystical items purchased – is recorded among women (mainly aged 35-45 years). In addition to talismans, they buy jewelry and accessories, incense, mugwort for fumigation, and aspen branches (The Moscow Times).
