I toured Salem to see if it lives up to its reputation as a spooky Halloween town. It’s a witty but unbeatable experience filled with practicing witches, haunted buildings, and ‘Hocus Pocus’ nostalgia.

The small historic town of Salem, Massachusetts becomes a popular hub for Halloween enthusiasts each year.

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It attracts an estimated 100,000 tourists a day in October to take part in the festivities and enjoy the local businesses in the area.

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Source: Boston.com

Tourism is one of Salem’s largest markets, helping generate about $100 million each year for city businesses.

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Source: The Salem News

I decided to spend a day shopping in Salem to see how the Halloween tourism industry affects the local economy, for better or worse.

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The first stop on my trip was Witch City Mall, located right in the middle of the bustling downtown area.

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Inside the mall are a host of local shops and restaurants, including a witch and fairy emporium and the Salem movie theater.

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The Salem Psychic Fair was taking place inside the mall while I was visiting. For a starting price of $50, passers-by could pay to have their tarot cards read by professional psychics.

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There were also many stores selling T-shirts with Halloween-related graphics, like this “Do you have magic?” a …

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…and these slasher t-shirts.

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After window shopping, I headed over to Salem Commons, where many vendors set up shop weekly.

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I made my way through dozens of tents with banners embossed with company names.

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I noticed quite a few shops selling witch hats.

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All in different sizes, designs and price points.

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While browsing the tents, I met twin brothers Ryan and Matthew Murray, who co-own Salem-based tattoo parlor Black Veil Studio.

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Ryan said he and his brother planned to set up their tent every weekend in October to sell their artwork and talk to potential clients.

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Ryan said tourism in the city has expanded since he was a child growing up in Salem. Now, he said, the tourist season may extend beyond the month of October to the end of November.

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Like many tourist towns, Salem is big on offering guided tours. The list of options includes historical tours about the witch trials and ghost tours that show guests haunted places in the city.

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Fans of the Hocus Pocus movies can take part in a tour that takes visitors to all of the original filming locations for the movie.

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As I wandered the streets of Salem, I couldn’t help but notice unique stores in the area, like an apothecary.

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Artemisia Botanicals is known for being one of the few witch apothecaries in Salem. It was opened in 1997 by owner Teri Kalgren.

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Kalgren said his clientele is a mix of locals and tourists. During the busier months, Kalgren said her regular customers stop by the store in the morning to avoid the crowds of tourists.

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The Apothecary is a one-stop shop for clients’ witchcraft needs. When I walked in, he was greeted by a row of dangling broomsticks.

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I also found a cabinet full of wands, cups, and spell books.

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Nearby was a rack of witch robes and a dressing room for customers.

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Next to the cash register was a box of crystal balls.

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There are also more than 400 different types of herbs on display inside the store, according to Kalgren.

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Some of the most popular herbs among customers right now are mullein flowers, which have anti-inflammatory properties, Kalgren said.

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The store also had magic candles for different purposes, such as conjuring wealth or love.

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Visiting Artemisia Botanicals made me realize that not everything about Salem is just for tourists to enjoy.

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However, as soon as I got back into the crowds, I was once again greeted by Halloween-themed attractions.

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I found the tent selling Dracula’s fangs particularly amusing.

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Even the local pet store was stocked with festive Halloween decorations.

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The interior of the store had tombstones, cobwebs, and skeleton pets scattered everywhere.

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On the wall hung a collection of Halloween dog toys.

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I was tempted to buy one of the pet Halloween costumes for my cat.

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After returning to the main street, I noticed that many of the stores in downtown Salem have names related to magic and witchcraft, like this sign that said World of Wizardry…

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…or this one called Hex…

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…or Omen…

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I was intrigued by the banner outside the Omen store and decided to go inside.

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The interior was full of people browsing and buying objects related to witchcraft.

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Once I passed some customers, I saw a table with a crystal ball and witch charms.

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I also found a small cabinet full of potions.

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Along one back wall, there were shelves filled with educational books on magic.

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Another shelf was filled with brightly colored journals that she could only imagine were supposed to be used to cast spells.

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There were framed photos of the shop’s psychics hanging on the wall.

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Private readings were held behind closed curtains.

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Customers were also able to purchase their own tarot decks from the store’s collection.

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I made a 15-minute appointment for a psychic named Bailey Merlin to read my tarot cards.

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Merlin said he only works part-time at Omen in October because of how lucrative it is during the tourist season.

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As I drove out of Salem, I thought about how the city’s tourism industry thrives year after year thanks to local store owners and employees.

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While some stores seemed a bit gimmicky, I found that they are the ones that draw visitors from all over the world to Salem to partake in an experience that cannot be replicated anywhere else.

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