Nowadays, people joke about Mercury being in retrograde, and it's a somewhat common thing for a person to be asked at any given time what their rising and sun signs. There are zodiac memes all over Twitter and Instagram accounts that post about different signs' different personality traits.One report from market research firm IBISWorld showed that Americans spent $2.2 billion a year on “mystical services.
While the business of astrology is new, studying the stars to try to predict the future definitely isn't. Kay Taylor, the president of the Organization of Professional Astrology, has been attending astrology conferences for years and says there was once a time when astrologists were worried about the future of their profession.
There’s also a smaller group of astrology entrepreneurs who started to see a huge boom in business during the pandemic. Astrologers are partnering with businesses and doing brand deals like working with lingerie companies to help customers find items based on their zodiac sign. A Lending Tree survey found that 1 in 5 adults have made financial decisions based on their horoscope, but astrology experts say it’s important to do your research on these different resources that can help guide you.
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