EXPLORING THE OUTER EDGES OF SOCIETY AND MIND

For Our Readers That Shop By Mail – Fast Cash Money Oil and the Old Farmer’s Almanac

Posted in > SUPERNATURAL LIVING IN THE AMERICAN MARKETPLACE by David on September 15, 2019

“Since 1792, The Old Farmer’s Almanac has spoken to all walks of life: planting charts for those who grow their own food; recipes for those who live in the kitchen; Moon and sunrise times for those who watch the skies; and forecasts for those who don’t like the question of weather left up in the air.” (1)

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Old Farmer’s Almanac display in the magazine aisle of a local Kroger supermarket (Athens, GA, 2019)

In most grocery stores across the United States you can pick up the latest copy of the Old Farmer’s Almanac, “North America’s most popular reference guide and oldest continuously published periodical“(2) – a staple of life in the U.S. for over two hundred years.

These nondescript little books discretely resonate with the luxurious possibilities of supernatural living in the American marketplace and they always catch my eye – so, when a good friend texted a photo from the 2020 edition with an advertisement for the Luck Shop, the next chance I had to take a look I did.

Your Master Spiritual Goods Supplier

Luck Shop advertisements are a familiar sight in the back pages of the Lottery Dream Books I pick up at local gas stations (3) – however it was a bit of a surprise to find “your master spiritual goods supplier…the largest and most comprehensive Mojo Store in the Midwest- Specializing in selling Spiritual Supplies and Cultural Heritage products through…retail store and mail order catalog, for over 90 years,”(4) in a booklet sold at Kroger.

It shouldn’t have been surprising – but I’d come to expect that such a direct connection to conjure culture had been pushed to the margins of the marketplace and was now only available in places like independently owned gas stations and other liminal haunts – not right in the magazine aisle of the local grocery store next to the greeting cards and Sudoku booklets.

Flip to Page 247, and there it is:

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LuckShop.com display ad in the 2020 edition of The Old Farmer’s Almanac

One of the things that captivates me when I find these portals into the world of supernatural living is the business dynamics that go into an advertisement or product like this making it into the mainstream grocery market.

Our Products are Your Platform

The Old Farmer’s Almanac Media Kit website advises that:

“Our products are your platform.

As one of the most trusted brands literally in the world, the OFA brings instant credibility to, and interest in, its partners. When you work with us, we connect you to our community using the tools that suit your company, your product, and your message best.” (5)

When you apply this corporate copy to a mojo supply shop advertisement magic happens.

How many people pass by these booklets everyday without realizing Fast Cash Money Oil is just a phone call away?

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“The Old Root Man’s Formula for Fast Money Drawing gets evil off of you or out of your body. Kills all jinx and bad luck around you. Uncrosses your home and everyone in it. Returns all evil back to the sender who put it on you, no matter the situation!” (6)

How many readers of The Old Farmer’s Almanac are looking for Rev. Moses Triple Strength  ‘Old Root Man’s Formula’ Liquid Evil and Jinx Killer?

The Media Kit states that the publication is aimed at “a cross-section of North America itself. From the small farmer in the Midwest to the suburban family focused on sustainability and connection to the environment, our community members have one thing in common: They seek to lead informed  lives honestly, valuing innovation, durability, reliability and trustworthiness.” It’s incredibly intriguing to figure out where The Old Root Man’s Formula fits into that mix. 

Has the LuckShop.com misjudged their ad spend?

Has the Old Farmer’s Almanac misjudged their market?

Or is the question of occult spirituality in the contemporary United States a bit more complex than the picture we see framed by the popular media and sub-cultures that have emerged around these topics?

A Trip to Miller’s Rexall in 2018 disabused me of any remaining assumptions I had over what place spiritual work has in contemporary culture.

Run Devil Run

lsDespite its well known status as one of the long standing landmarks of folk magic in the southern United States, stepping past the threshold of Miller’s Rexall Drugs new customers were greeted with  a standard pharmacy located in downtown Atlanta (7).  The store itself and its general set up was similar to any other urban pharmacy, it even had the same discount bin of random items at the front – the only difference is that the ills and maladies Miller’s provides curatives for don’t stop at indigestion and the common cold.

This surface normalcy is one of the things you don’t get a real sense for unless you visit a shop like this in person – and as Jack Montgomery, author of American Shamans: Journeys with Traditional Healer (Busca Inc., 2008), pointed out in a Facebook post when he and Memphis hoodoo scholar Tony Kail visited Atlanta a few years ago – Miller’s is one of the last of the original spiritual supply stores left in the U.S. – making opportunities to visit few and far between for most folks.

The mediated image of folk magic presents an exotic appeal and mystery that is almost entirely missing when you dig in to its actual practice – for many people magico-religious beliefs and spiritual work are integrated fully into their every day lives in a way that is foreign to those who come to these practices from Neo-paganism, popular occultism, and other spiritual sub-cultures that are tied strongly to marketing, commercialism and identity politics rather than a continuation of traditional forms through contemporary means.

Just a Few Blocks from the Courthouse

These practices are often not learned first from books, but from family members and neighbors – they are drawn from the needs of the community and a cosmological and metaphysical understanding that is woven into the very identity of the social structure itself.

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When I visited Atlanta, Miller’s Rexall and neighboring spiritual supply shop Rondo Distributing were both just a few blocks northeast from the imposing Fulton County Courthouse – and fitting the proximity to the county court house and Atlanta’s municipal buildings many of the products offered for sale focus on resolving court cases, getting out of jail and of course the much lauded items intended to make the law stay away. All of the items were on ready display along with innumerable other spiritual supplies – packed onto shelves organized for use rather than marketing.

Democratizing Access to the Numinous

Clients come in with a need and are directed towards products by a helpful sales staff, including, at the time, Doc Miller himself – just as they would be if they needed advice on how to cure a urinary tract infection from their local pharmacist. It just happens that their requests might also include jinx removal, protection from the evil eye, curse breaking, and so on. 

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These aren’t walk-in tourist kind of places – even today they are an active part of the community, serving a specific set of cultural needs that aren’t addressed anywhere else. Whether it’s fast-luck or keeping cops away, the needs addressed highlight the day to day concerns of the marginal communities served by the shop.

Places like Miller’s Rexall also provide a functional role in giving these communities the tools necessary to formulate their independence from the strong currents of control which issue from the dominant cultural institutions – a function similar to what Hugh R. Page, Jr. ascribes to the works of Henri Gamache, which just so happen to also be for sale in these stores:

“One of the distinguishing traits of these works is that they democratize access to the numinous through the abrogation of power typically vested in institutional hierocracies. By making readily available biblical texts, Judeo-Christian hermeneutical traditions, and selected data on indigenous religious rituals from around the world, these books provide non-specialists with the practical knowledge and expertise to create personal liturgies for healing and canons for appropriating the Bible that resist hegemony and promote individual and communal self-empowerment. Interestingly, all appear to be, in fact, pseudonymous works. “(8)

The stores act to centralize communities outside of the mainstream and official domains, as well as provide them with tools to shape and rewrite the narratives of disempowerment that are maintained by the dominant social institutions – and their waning status in the culture is a sign of transition. Miller’s and Rondo are in a city district set for rehabilitation, which will likely challenge the organic culture that keeps them alive, potentially leaving them little room outside of becoming museum shops or tourist attractions to survive.

Magic always lives on the margins – and as those margins shift, so do the occult outlets that serve them. Thankfully, for our readers that shop by mail in these trying times, seems that you can always pick up some Fast Luck Money Oil from the back pages of an Old Farmer’s Almanac.

Notes:

(1) https://www.almanac.com/content/about-us
(2) https://www.almanac.com/content/history-old-farmers-almanac
(3) https://medium.com/@DBMetcalfe/gambling-with-psi-lottery-dream-books-and-other-money-making-mind-tricks-96622bcec051
(4) https://www.luckshop.com
(5) https://www.almanac.com/sites/default/files/mediakit/20_21_almanac_media_kit.pdf
(6) https://www.luckshop.com/evil-and-jinx-killer
(7) Now under new ownership Miller’s Rexall has moved to a location in nearby Decatur.  See https://www.millersrexall.com
(8) Hugh R. Page Jr., Post-Imperial Appropriation of Text, Tradition, and Ritual in the Pseudonymous Writings of Henri Gamache –  from Esotericism in African American Religious Experience : “There Is a Mystery”, Eds. Stephen C. Finley, Margarita Guillory and Hugh Page Jr. (Brill, 2014)

For more insight into stores like Miller’s Rexall and the communities that they serve – the Shattered Reality podcast hosted an in depth conversation with Jason Mizrahi, manager of Original Products, a long running spiritual supply company located in the Bronx:

https://www.originalbotanica.com/

 

3 Responses

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  1. Matt Cardin said, on September 15, 2019 at 6:10 pm

    Brilliant observations, analysis, and commentary. And I don’t say that just because my wife and I give her father a copy of the Old Farmer’s Almanac as a gift every Christmas. We buy it at that well-known retail conduit for occult and magical culture, our local Tractor Supply Company.

  2. Corvus Munnin said, on September 22, 2019 at 9:52 am

    Check out Lucky Mojo Curio Company in Forestville CA.


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