The new age shop-church or marketplace?

The present study analyzes the relationship between the sacred and profane as domains manifested within the context of New Age thought and practice. The attempt to analyze these relationships is based on observations and interviews in 22 New Age shops in New Zealand and Israel. Unlike earlier research that emphasized the New Age sub-culture as a 'spiritual market place', the results of this study show that New Age shops are not entirely perceived and managed as market places, but as spiritual centers as well. The findings of this study indicate that there are processes and activities in New Age shops that are not associated with its commodity context, but rather with the creation of sacred space.