Like last week’s Krampuslauf coverage, we start out this week’s Pagan Community Notes on another cheerful note: Welcome Yule Lads!
The Yule Lads are mischievous, troll-like figures from Icelandic folklore who delight children during the Christmas season. Known in Icelandic as the Jólasveinar, they are the thirteen sons of the mountain-dwelling trolls Grýla and Leppalúði. Though Grýla’s legend stretches back to at least the 13th century, she did not become tied specifically to Christmas until much later. Over time, the terrifying ogress, who, in later versions of the story, roams the countryside with a sack to collect misbehaving children to boil in her cauldron, became the dark heart of Icelandic Yule folklore.
Yet it is her children, the Yule Lads, who have captured the country’s imagination and become beloved figures of modern Icelandic holiday celebrations. Beginning on December 12, each lad descends from the mountains on his appointed night, bringing playful mischief—or mild chaos—with him. Children leave shoes on windowsills; well-behaved kids receive small gifts, while naughty ones may find a rotten potato. In Reykjavík, cheerful images of the Yule Lads are projected onto buildings, creating a uniquely Icelandic holiday atmosphere.
Each lad has his own personality and “feast” day—er, arrival date:
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Dec 12 – Sheep-Cote Clod (Stekkjarstaur): sneaks into sheep pens to suckle the ewes’ milk.
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Dec 13 – Gully Gawk: steals the foam from fresh milk buckets.
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Dec 14 – Stubby: the shortest lad, who licks burnt food from pans.
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Dec 15 – Spoon Licker: sneaks in to lick spoons.
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Dec 16 – Pot Licker: knocks on doors as a distraction, then raids the pots.
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Dec 17 – Bowl Licker: steals unattended bowls of food.
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Dec 18 – Door Slammer: wakes towns with his loud midnight slamming.
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Dec 19 – Skyr Gobbler: devours Iceland’s beloved skyr.
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Dec 20 – Sausage Swiper: steals all the sausages he can find.
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Dec 21 – Window Peeper: gazes through windows searching for things to steal.
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Dec 22 – Door Sniffer: uses his enormous nose to hunt for fresh bread.
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Dec 23 – Meat Hook: drops a hook down chimneys to snag meat.
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Dec 24 – Candle Beggar: makes the dark season darker by stealing precious candles.
The Yule Lads, equal parts eerie, humorous, and endearing, remain central to Icelandic Yule traditions. They are getting busy, however, as many in other parts of the world are expecting a visit.
Paganism is reportedly the top choice for British Christians who leave the faith.
LONDON – The Times UK reported on December 2, 2025, that Paganism is the top choice for British Christians who convert to a new faith. New polling shows the UK’s religious landscape shifting rapidly, with Christianity losing more followers than it gains and a significant portion of former Christians turning toward Paganism, Wicca, or other spiritual paths. According to research from the Institute for the Impact of Faith in Life (IIFL), based on a survey of 2,774 people who had changed religious beliefs, 44 percent said they had left Christianity, while only 17 percent had newly joined it. Of those departing Christianity, 83 percent now identify as atheist or agnostic, but the next-largest group—11 percent—describes itself as “spiritual,” with nearly half identifying specifically as Pagan.
The study highlights a broader trend of religious “fragmentation,” noting that spiritual-but-not-religious identities are expanding as many leave institutional religion over doctrinal disagreements or moral conflict. At the same time, only small numbers converted to Buddhism or Islam; Pagan and Wiccan identities showed notable growth, consistent with census data showing Paganism as the UK’s largest “other religion” category. Pagan communities, often concentrated in regions such as Ceredigion, Cornwall, and Somerset, draw on polytheistic, pantheistic, and nature-centered traditions.
The report also found that new Christians tend to avoid established denominations, preferring individualized forms of belief and direct spiritual experience rather than institutional affiliation. Parallel research shows that young adults feel far more freedom than older generations to adjust or abandon belief systems in line with their personal well-being.
The article includes testimony from Moss Matthey, a former Jehovah’s Witness whose departure from a non-affirming religious environment led him to Paganism. Matthey describes Pagan practice as non-doctrinal, creative, queer-embracing, and empowering—allowing practitioners to co-create meaning rather than passively receive dogma.
Well-known to the Pagan community, Professor of History at the University of Bristol, and author of Pagan Britain, Prof. Ronald Hutton, responded in The Telegraph on December 4, 2025, reframing contemporary Paganism as a serious, fast-growing religious movement rather than a cultural curiosity. While acknowledging that the word “Paganism” carries centuries of myth, fantasy, and projection—from Homeric epics to folk horror films—Hutton argues that modern Paganism is a substantive spiritual path gaining momentum in Britain. Recent census data reflect nearly 30 percent growth since 2011, and new research from the Institute for the Impact of Faith in Life shows Paganism as the most common spiritual destination for people leaving Christianity.
Hutton situates this rise within the broader decline of Christianity’s unifying role, the emergence of a diverse, pluralistic society, and the appeal of decentralized, small-scale spiritual communities. He clarifies that Paganism is an umbrella category encompassing religions inspired by pre-Christian European and Near Eastern traditions, Greek, Roman, Norse, Celtic, Egyptian, Mesopotamian, and enriched by modern archetypes such as the horned god of wild nature and the triple moon goddess.
Rather than relying on scriptures, temples, or hierarchical clergy, Pagan practitioners create sacred space wherever they gather, emphasizing ritual as a direct encounter with divinity. Most groups are small, egalitarian, and participatory, with many practicing alone but connecting through online networks.
Hutton identifies three key features driving Paganism’s appeal today: its embrace of the Goddess and female spiritual leadership; its ecological ethic, which resonates deeply in an industrialized world; and its focus on personal growth over doctrines of sin or salvation. Pagan deities are seen as companions rather than rulers, and ethical emphasis centers on avoiding harm rather than obeying commandments.
While still numerically small, Hutton contends that Paganism particularly attracts independent, inquisitive individuals disenchanted with institutional religion—people whose values align more closely with ancient, flexible, and self-directed spiritual models.
Fashion Magazine Vogue published an article titled “‘I Know a Good Etsy Witch’: Why Gen Z’s Turning to Witchcraft.”
image credit: Pixabay
The article explores how contemporary spirituality has become an influential cultural and commercial force. The piece opens with tarot reader Trevor Ballin’s viral post of Dior creative director Jonathan Anderson receiving a tarot reading — a moment that underscores fashion’s long-standing flirtation with mysticism and its renewed relevance today. As global uncertainty persists, from economic instability to the rapid rise of AI, more consumers — particularly Gen Z — are seeking clarity, agency, and emotional grounding through spiritual practices.
TikTok’s booming #WitchTok community, now featuring more than 9.6 million videos, exemplifies this shift, while Etsy hosts a thriving marketplace of “Etsy witches” offering spells, rituals, and energy work. Vogue frames this not as a novelty but as the maturation of a global spiritual economy shaped by post-Covid anxiety and the desire for deeper meaning.
Designers and creatives across fashion are openly engaging with spirituality: Gabriela Hearst’s Spring/Summer 2026 collection draws on the tarot’s Major Arcana, while jewelry artist Maria Nilsdotter continues her long-standing focus on talismans and mythic symbolism. Luxury brands are partnering with intuitives like Seer Zeta Webber and tarot reader Emily Halil, integrating mystical experiences into heritage storytelling and client engagement.
Beauty and wellness brands, from Heretic Parfum to Vyrao, have also embraced ritual-inspired products that blend emotional intention with sensory luxury. Yet Vogue cautions that authenticity matters. Experts warn against “spiritual fast fashion” and the commodification of intuitive work, emphasizing the need for vetted practitioners and meaningful alignment with a brand’s values.
The point, however, is improving cash flow.
Ultimately, the article argues that the rise of Witchcraft and spiritual aesthetics reflects a deeper cultural longing: not just for magic, but for connection, grounding, and purpose in a time of persistent crisis. The article advised that on a commercial note, fashion and beauty brands that engage this landscape thoughtfully may find new pathways to creativity, community, and emotional resonance.
Thank you again!
As many of you know, since January, The Wild Hunt’s site has grown incredibly, with over 500 visitors to our site per hour and 400,000 per month.
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Events and Announcements
Do you have news to share with our community?
Announcements? Festivals? Elevations? Events?
We’ll share it with the community in the
TWH Events Calendar featured on the Front Page.
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Let us know at pcn@wildhunt.org
More Events at our new Events Calendar
Tarot of the Week by Star Bustamonte
Deck: Phantasm Tarot, by Paulina Fae, published by U.S. Games Systems, Inc.
Card: Ten (10) of Pentacles
This week is liable to set the focus on how decisions being contemplated may affect the future and play out in the long term. Building a future with a solid foundation that draws on spiritual wisdom, takes into consideration financial security, prosperity, and incorporates the wealth of skills and accomplishments of the community, all have the potential to be at the center of any major deliberations.
In contrast, there may be varying levels of disharmony, discord, and disagreements this week—especially when finances are involved. While having ample resources can be a blessing, it can also become a barrier to moving forward with deep personal work, particularly when self-worth ends up being tied to one’s bank account balance. Letting go of the expectations of others and pursuing what matters on a soul level is indicated.
Cats and Krampus
We have a treat this year to share! Our friends at the House of Black Magic gave us a front row seat of their Krampus visit!
House of Black Cat Magic works in partnership with Binx’s Home for Black Cats, a registered 501(c)(3) nonprofit dedicated to championing one of the most misunderstood animals in our cultural imagination. Despite centuries of superstition casting them as omens or companions to malevolent magic, black cats are, in reality, affectionate, resilient pets who are more common than other coat colors and just as deserving of stable, loving homes. The organization reframes these animals as symbols of good fortune and joyful enchantment, using education, rescue work, and community engagement to shift public perception.
For those near Asheville, North Carolina, the group offers adoption opportunities for anyone hoping to bring a little magic into their household. Supporters outside the region can also contribute by visiting the organization’s online shop, where a portion of every purchase directly funds black-cat rescue and care.
This feature accompanies the Krampus Cat Lounge Takeover and Parade, an event where black-cat advocacy meets seasonal folklore in a celebration of community, compassion, and a touch of winter mischief.
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