The "born again" thing was well established by then. I'm gonna bet without researching that it was the crest of the first televangelists wave, post Jim and Tammy Baker, and yeah - Pat Robertson was campaigning politically. Also, that could be a bump up from the "prosperity" doctrine mega churches first reaching critical mass. Then factor in a fairly big trend in "other"/alternative such as "tribal" talismans, "spiritual" or "therapeutic" crystals and other pseudo pagan stuff. I remember lots of shops and boutiques popping up in trendy 'hoods that sold crystals, geodes, glass unicorns, incense, a-Buddha-for every-occasion, etc. This would have coincided with the baby boomers being old enough for a midlife crisis, yearning for their hippie peace-and-love days in the sixties and seventies.