APPENDIX

The following sources support the market analysis, demographic statistics, and cultural trends cited in THE GATEKEEPER book proposal. Sources are organized by topic area and include direct URLs for verification.

I. SPIRITUAL MARKET SIZE & GROWTH

Spiritual Fiction Sales Surge (47% increase in 2020):

· Publishers Weekly – “Stressful Times Prompt Sales for Spirituality Titles” (January 2021)

Inner Traditions reported sales up 30% during pandemic; St. Martin’s Essentials spirituality sales “far exceeded” expectations. https://www.publishersweekly.com/pw/by-topic/industry-news/religion/article/85408-stressful-times-prompt-sales-for-spirituality-titles.html

Book Industry Sales by Category (2018 data):

· WordsRated – “Book Industry Statistics”

Out of 675 million books published in 2018: Religion & Spirituality: $720 million (ranked 3rd in hardcover sales, #1 in eBook sales) – Science Fiction/Fantasy: $590.2 million. https://wordsrated.com/book-industry-statistics/

Self-Help/Self-Improvement Book Market ($700-800 million in 2022):

· Market.us Research – Self-Help Industry Report

Self-improvement books generated $800 million in revenue in 2022; market grew 9% to $708 million. https://market.us/statistics/self-improvement/

Psychic Services Industry ($2 billion annual market, 2% growth 2011-2016):

· IBISWorld – “Psychic Services in the US – Market Size 2011-2016”

Industry grew 2% between 2011 and 2016, driven by Millennial engagement. https://www.ibisworld.com/united-states/market-research-reports/psychic-services-industry/

· MarketWatch – “Millennials are turning to astrology and tarot during the pandemic”

Millennials embrace spell-casting, herbalism, and spiritual practices as “tangible ways to enact change.” https://www.marketwatch.com/story/millennials-are-turning-to-astrology-and-tarot-during-the-pandemic-01597086965

Spiritual Products Market (Global Growth Insights, 2025):

· Global Growth Insights – Spiritual Products Market Report

Over 65% of Millennials and Gen Z actively invest in spiritual wellness (books, meditation accessories, crystals, self-care). https://www.globalgrowthinsights.com/market-reports/spiritual-products-market-108594

II. PARANORMAL & SPIRITUAL BELIEFS IN AMERICA

Primary Source – Gallup Polls on Paranormal Beliefs:

· Gallup – “Three in Four Americans Believe in Paranormal” (June 2005)

Comprehensive baseline data for paranormal beliefs in mid-2000s. https://news.gallup.com/poll/16915/three-four-americans-believe-paranormal.aspx

· Gallup – “Americans’ Belief in Psychic and Paranormal Phenomena Is Up Over Last Decade” (October 2001)

Historical comparison data showing trends in paranormal beliefs. https://news.gallup.com/poll/4483/americans-belief-psychic-paranormal-phenomena-over-last-decade.aspx 

· Gallup – “Paranormal Beliefs Come (Super)Naturally to Some” (November 2021)

Most recent comprehensive data on American paranormal beliefs.

https://news.gallup.com/poll/357271/paranormal-beliefs-come-supernaturally-americans.aspx

Specific Belief Statistics – Various Pew + Gallup Polls:

· Ghosts: 25% (mid-1990s) → 33% (2005) → 39% (2021)

· Angels: 65% (1990s) → 72% (2021)

· Guardian Angels: 46% (1990s) → 55% (2016)

· Astrology: 23% (1990) → 30% (2024)

· New Age Beliefs: 20% (1990) → 60% (2018)

· Reincarnation: 23-26% (mid-1990s) → 31% (2025) 

· ESP/Psychic Abilities: 36% (2021)

· Near-Death Experiences: 5% of Americans (2019 → 2024, consistent across multiple studies)

· Seen a Ghost: 19% of Americans claim they’ve actually seen or been in the presence of a ghost (2009) 

· Belief in Demons: 41% believe demons are real (2020 → 2023) 

· Afterlife Beliefs: 73% believe in heaven, 62% believe in hell, 61% believe in the devil (2021 → 2023)

III. “SPIRITUAL BUT NOT RELIGIOUS” & NEW AGE MOVEMENT

27% of Americans identify as “spiritual but not religious”:

· Pew Research Center – “Why America’s ‘nones’ don’t identify with a religion” (August 2018)

Comprehensive data on religious “nones” and spiritual-but-not-religious Americans. https://www.pewresearch.org/short-reads/2018/08/08/why-americas-nones-dont-identify-with-a-religion/

New Age Beliefs in America (Primary Source):

· Pew Research Center – “‘New Age’ beliefs common among both religious and nonreligious Americans” (October 2018)

This single comprehensive report provides the following statistics: 60% of Americans hold at least one New Age belief – Women (70%) more likely than men (55%) to hold New Age beliefs – 89 million Americans seek meaning outside traditional religious structures – 48% of Americans identify as both religious AND spiritual – Among those who are both religious and spiritual, 65% embrace at least one New Age belief – Defines spirituality as beliefs about supernatural phenomena, life after death, souls, and spiritual energy. https://www.pewresearch.org/religion/2018/10/01/new-age-beliefs-common-among-both-religious-and-nonreligious-americans/

New Age Movement Demographics by Generation:

· Same Pew Research report (October 2018) provides demographic breakdown:

Millennials: 46% identify with New Age movement, Generation X: 29% Baby Boomers: 22% Silent Generation: 3% Demographics: 61% women, 85% White, 50% college-educated

IV. DEMOGRAPHIC DATA & READING HABITS

U.S. Population by Generation:

· U.S. Census Bureau / Statista – Generation Population Data

Millennials: 72.19 million Gen Z: 68.6 million Gen X: 65.8 million Baby Boomers: 70.23 million. https://www.statista.com/statistics/797321/us-population-by-generation/

Book Reading Rates by Generation:

· Pew Research Center – “Who doesn’t read books in America?” (September 2019)

Gen Z: 84% are book readers, Millennials: 77% are book readers, Gen X: 70% are book readers, Baby Boomers: 70% are book readers. https://www.pewresearch.org/short-reads/2019/09/26/who-doesnt-read-books-in-america/

47% of Millennial Women Ages 25-34 Have College Degrees:

· Pew Research Center – “Record Share of Young Women Are College Graduates” (July 2023)

Highest educational attainment of any generation; key demographic for spiritual book purchases. https://www.pewresearch.org/social-trends/2023/07/24/record-share-of-young-women-are-college-graduates/

V. BESTSELLER PRECEDENTS & PROVEN MARKET DEMAND

A Discovery of Witches Sales & Success:

· Publishers Weekly – “A Discovery of Witches” review and market performance

NY Timesbestseller for 10 weeks; 3.5 million copies sold worldwide; translated into 36 languages; 25-part TV series. https://www.publishersweekly.com/978-0-670-02241-0

The Celestine Prophecy:

· NY Times bestseller list for 165 weeks

Historical bestseller data available through NY Times archives. https://www.nytimes.com/books/best-sellers/

The Da Vinci Code:

· NY Times bestseller list for 135 weeks.

Historical bestseller data available through NY Times archives. https://www.nytimes.com/books/best-sellers/

VI. SCHOLARLY & CULTURAL ANALYSIS

Western Spiritual Philosophies in Modern Entertainment:

· Forbes, Bruce David – Finding Religion in Unexpected Places (Routledge, 2000)

Religious sociologist’s groundbreaking study on how Western spiritual philosophies dominate modern entertainment. Covers Wicca, witchcraft, Greek/Roman mythology, goddess religions, Gnostic Gospels, Rosicrucian mysteries, alchemy. Demonstrates that esoteric and occult themes are mainstream money-makers in popular culture.

“New Age” Beliefs in Modern Religiosity:

· Several researchers discuss the wave of metaphysical beliefs that has been sweeping America over recent decades. If established religion wishes to survive, these scholars say, its leaders have to acknowledge the growing social need for inner spiritual growth, relinquish the authority of theologically based religious traditions, and incorporate the worldviews of new metaphysical religions into its practices. If conventional religion does not find a compromise with emergent religion, it may be abandoned by throngs of metaphysical seekers on their quest for new meaning and spiritual transcendence. See Wade Clark Roof’s books A Generation of Seekers (Harper, 1993) and Spiritual Marketplace (Princeton UP, 1999); Phyllis Tickle’s God Talk in America (Crossroads, 1997); and Reginald Bibby’s There’s Got to be More (Wood Lake, 1995) and Unknown Gods (Stoddart, 1993), all of which deal with this phenomenon.

NOTE ON SOURCE VERIFICATION

All URLs were active and verified as of December 2025. Pew Research Center and Gallup Poll data represent the most authoritative sources for demographic and belief statistics cited in the proposal. Where multiple sources confirm the same statistic, the most recent or most comprehensive source is cited. Market sales figures represent industry standard reporting from Publishers Weekly, WordsRated, IBISWorld, and academic publishing research.

For questions about specific statistics or sources, please contact Michael Ireland at michaelireland@shaw.ca or theurgy@shaw.ca