Russians plunged into esotericism – Kommersant FM
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To transsurf reality, reconfigure the mind and radically forgive oneself—the requests of Russians were manifested in sales of esoteric literature. The demand for books in this segment increased by 20% over the year, Eksmo-AST publishing house told Kommersant FM. There is a similar trend for religious literature – sales increased by 40%. There is also a revival in the direction of psychology and self-development (by 25%) compared to 2022 indicators. What is the reason for this trend? And what’s wrong with the reality that Russians want to transsurf? Ivan Yakunin will tell you.
Last year, the attention of readers shifted towards the news agenda, and there was no time for books. Therefore, the current growth in demand is rather restorative. The top popular authors in the Esoterics category remain: Vadim Zeland, Joe Dispenza and Colin Tipping.
As market players note, buyers more often purchase publications that offer specific steps to achieve a goal. In particular, the subgenre “Practical Esoterics” is in demand.
The general director of the Eksmo-AST publishing house, Evgeny Kapyev, is not surprised by this trend: “People want to find answers to these questions with the help of some not very scientific ideas. Sales of tarot cards, books on astrology, and so on are growing very strongly.
If we talk about religion, this year we see a very serious increase in sales of books on this topic. This is due to the fact that people want to see stability, support in something, and religion, Orthodoxy, helps with this.
As for self-development books, the demand for them has also increased. People started thinking about how to develop further.”
When it comes to selling e-books, the trend is similar: this year, literature on esotericism has become more popular by 16%, and literature on religion by 12%.
As industry representatives explain, readers find a mentor in such publications. Most actively they acquire the work of a Tibetan monk, which is called “Buddha, the Brain and the Neurophysiology of Happiness.”
However, there is hope that Russians are looking for answers in scientific literature too. Such sources are much more popular than esoteric manuals, noted the head of the Liters press service, Daria Malkova:
“Sales in this genre are five times higher than the number of purchases in the esoteric literature category. If we look at subgenres, then foreign psychology is in 11th place, and the closest esoteric subgenre is only in 22nd.
Books on esotericism will always be less popular than publications on psychology.
After all, this is a broader category that is more understandable and interesting to people than esotericism, which has its own specific reader.”
To cope with stress and predict the future, consumers also use tarot cards. Compared to last year, their sales increased by 36%, Ozon calculated.
Incense is also useful for a magical setting. By the way, the Vkusvill company has already started selling them using vending machines; apparently, the demand is high.
But this is far from a complete set for a beginning soothsayer. Russians are increasingly coming for magic candles, those that attract love and money, Sergei, the owner of the esoteric goods store “Lavka Happiness”, told Kommersant FM:
“Shamanism is doing very well this year. In particular, amulets made of wolf teeth and rat paws are in demand for protection against damage and for money. Esotericism has become very fashionable in this regard.”
For those who are not ready to summon the Queen of Spades on their own, there is a separate market. Fortune tellers are accepted online and will take on any request; prices for their services start from 1 thousand rubles.
They compete with astrologers, who have even developed a new direction – financial forecasting by the stars.
One of these specialists appeared on Channel One at the end of last year, promising Russians that a dollar in 2023 would cost 50 rubles. Apparently, before the end of the year the foreign exchange market is expecting a shocking turn.
Everything is clear with us – Telegram channel “Kommersant FM”.
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