Is the “New Age” movement making a come-back? Since its heyday in the 70s, the New Age market has shrunk down to a small subculture of book stores, fading gurus, and self-help programs. But in an era of neo-Gnosticism, growing interest in Eastern philosophy, and the ongoing popularity of modern Paganism, the old New Age book shop is getting a face lift for the “spiritual but not religious” market.

“Susie Ughe and business partner Nancy Connolly created the ethereal haven a little more than a year ago – making it the newest place in San Mateo County to cater to all faiths, mysticism and New Age ideas. It is one of a few spiritual bookstores dotting the county, as more and more people are starting to question their true purpose in life, without the restrictions of a specific religion. Ughe, a San Mateo native, was raised Catholic but lost touch with her spirituality in her 20s. She said it was the 9/11 attacks that lit the spark for her, and many other people, to start searching for the meaning of life.”

Citing the (flawed) Baylor study of American religion, the article claims there is a large market for spiritual products that cater to “unchurched” America. The problem facing this theoretical New Age revival is the fact that many Americans don’t need to find a local bookstore to explore new philosophies or faiths. One can browse and shop from home without having to worry about finding a place that suits their temperament. The Internet also enables a more open forum for criticisms of would-be leaders and teachers making the cults of personality that ruled in the 70s less likely. Unless these spiritual folks form a more cohesive market, I doubt we’ll see a huge boom in “spiritual” book stores, especially when the local Borders most likely has a better selection.

Tags: New Age, Paganism