It is very unique to find fox shaped Ema. In Inari, pure white foxes are regarded as messengers of Inari god and some worshipers leave a dozen of eggs and rice crackers as offerings, assuming that those are all delicacies for the foxes. Common wishes on Ema would be business success, good health, pass exams to enter schools, finding a love/partner etc.
I am not sure whether this can be called a religious activity today but it is rather our tradition to write our wishes, prayers and goals on Ema when visiting shrines or write wishes such as new year's resolution on a piece of paper to keep for a year.
