ONE recent morning in Salem in the state of Massachusetts, a witch ran out of wands. Teri Kalgren, the owner of Artemisia Botanicals, an apothecary and magic shop, attributed the shortage to a witch-inspired boom. People have long flocked to Salem to learn about the infamous witch trials of 1692, in which Puritan hysteria led to the executions of 20 people (and two dogs). But since 1982 when the city introduced Haunted Happenings, a daylong Halloween festival for local families, the event has expanded to a commercial celebration lasting a month that attracts 500,000 tourists.

Last year tourism pumped $104m into Salem and funded some 800 jobs. The revenues have been increasing by 5-6% every year, says Kate Fox of Destination Salem, the city’s marketing arm. Tourists can buy a spell kit, visit a witch museum, take a walking tour (ghostly, feminist or literary-themed) and have their fortune told. On the opposite coast, Scott Michaels has watched his...Continue reading