The relationship between cunning-craft and witchcraft is controversial. Historian Ronald Hutton claims there is a sharp distinction between the two, since he considers the latter to have been purely a popular fantasy of the great European witch-hunts; he uses the term "cunning folk" for folk magicians in the British Isles, as well as Italy and elsewhere in Europe. Other historians such as E. William Monter, Éva Pócs, Carlo Ginzburg and Gustav Henningsen claim that witches did exist, to the extent that many individuals had beliefs and practices largely conforming to the witchcraft stereotype, minus some Christianised diabolical elements. Monter in particular identifies striking parallels between the methods of cunning folk in England and white witches in France, and finds it likely that they originate from a common belief system.
Like many other European magic-workers, cunning folk sometimes took the role of witchfinder, identifying a witch as responsible for a client's affliction; throughout Europe there is little to differentiate "anti-witch" from "witch" though; the local trusted magician was considered an anti-witch while others outside the community were more often than not "witches".
The historical studies of Owen Davies have shown the extent to which cunning folk were a recognised part of British rural and urban life, and in the 19th century it is estimated there were several thousand at work across the country. They could be found operating openly in towns and villages across the nation and they were a valued part of the community. Some cunning folk were so successful that they began attracting clients from many miles away. Most offered more limited services to a smaller region. Cunning folk could make a good living from their talents, and there usually was a set monetary charge for their services. The money they earned meant they were often considered, especially by the better educated, as frauds and tricksters who got money out of the gullible for parlour tricks; certainly some were caught in fraud such as spying on customers to aid their predictions, repeatedly promising vast treasure which was never found, or accusing innocent people of theft or witchcraft. By the nineteenth century when the threat of prosecution was slight, cunning folk advertised their services and wrote books.
As late as the 17th century in England, magical beliefs were widespread in both learned and popular thought. Some of this popular magic was a hold-over from the 'Old Faith' — Catholicism: Catholic priests pronounced that benefits such as protection during travel, ease of childbirth, recovery of lost goods and protection from blindness could be gained by the repetition of Latin prayers, attending Mass, or even seeing the priest bearing the Host. Pre-Christian magical beliefs and practices also survived into the early modern period. Nature spirits and pagan deities were worshipped as saints; the cult of the dead preserved ancient traditions of ancestor worship, and the most sacred events of the Christian calendar overlaid pre-Christian festivals. Many festivals and community events preserved even more thinly veiled pagan practices. Although Catholicism had been very successful in absorbing pre-Christian magic, many people in Early Modern Britain still had essentially animist world views which owed little to Christianity. In many parts of England and Scotland parishes had no resident priest, and a significant proportion of commoners seldom attended church at all. Of those who attended church, many did so without interest or understanding, and were ignorant of rudimentary Christian doctrine. At the same time, these people held a complex body of magical beliefs, particularly relating to fairies, nature spirits and ghosts.
Popularly, little distinction was made between fairy, angel, saint, ghost or devil, however fairies were most consistently linked with the dead. Fairies were held to generally resemble humans and lead very similar lives, yet lived much longer, could become invisible or change shape, and could fly, heal the sick and divine future events. People were anxious to propitiate these beings, both from desire for good fortune and from fear. The aid of fairies was also enlisted, via magical practitioners, to help with major life problems, particularly to do with health, popular belief maintaining that fairies "cause and cure most diseases".
Common people regularly performed their own magic spells and rituals, but when greater experience was needed they turned to magical practitioners, who were known by the interchangeable terms wise man or woman, cunning man or woman, witch (white or black), wizard, sorcerer, conjurer, blesser, dreamer and so on. These practitioners mostly came from the less educated or wealthy sectors of the population, but a significant minority of them were literate and even possessed magical manuals. Like witches, cunning folk seem to have often employed the services of spirits and familiars in their work, and indeed it is difficult to clearly differentiate cunning folk from 'witches', a distinction that was often blurred in the early modern period. While some cunning folk were considered wholly good, many more were seen as ambivalent and regarded with a degree of fear.
Fortune-telling : Simple prediction of the future using a variety of possible methods, which ranged from astrology to crystal gazing to tasseography.Love Magic : Often fortune telling played a role in this. They also offered love spells and potions.
Cunning folk often specialized in, and offered variations on, these standard services. The varieties of spells they used are similar to the Pow-Wow magic used by the Pennsylvania Dutch.
When Cunning folk do appear in trial reports, it is because of unhappy customers. When their magic failed to heal someone, or it seemed there was some kind of trickery involved, customers often went to the courts. Even after the death penalty for witchcraft was lifted, it was still illegal to claim magical powers, especially if one made money out of it, so prosecution remained an occupational hazard.