Russians continue to massively purchase esoteric items on online trading platforms. According to data from the marketing technology company First Data, quoted by Vedomosti, in the first two months of 2026, the demand for talismans “against the evil eye” and other protective amulets increased by 120% compared to the period of January–February 2025.
Approximately 97% of these purchases are made on online marketplaces, and in just two months, Russians have bought over 970,000 products from the “esoteric” category. Total spending on these products has increased by 20% in a year, reaching 312 million rubles (approximately 3.4 million euros). Just for protective talismans, buyers spend about 100 million rubles per month (approximately 1.1 million euros).
First Data’s data shows that the biggest increase was recorded in talisman keychains: in the first two months of the year, sales were 237% higher than in the same period last year, and in financial terms, the increase was 83%.
Also, sales of products associated with zodiac signs increased by 213% (and by **48% in value). The study shows that the main buyers of these products — approximately 66% of the total — are women, especially those aged between 35 and 45 years old.
In addition to talismans, they also buy “mysterious” jewelry and accessories, scented sticks, wormwood for fumigation rituals, and trembling poplar wood pegs, used in various ritual practices.
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