Salem transforms into a bustling hub of spooky fun every October, drawing in a million visitors eager to experience the city’s rich history and Halloween spirit.

At the heart of this vibrant time is Wicked Good Books, a beloved independent bookstore that has become a key player in the town’s October festivities.

Ever wondered how a bookstore in Salem weathers the storm of October tourism? Boston.com spoke with Wicked Good Books owner Denise Kent about what it’s like to run a bookstore in the heart of Salem.

Stock up on popular books that ‘resonate with the season’

Denise Kent and Mike Gibson are a husband-and-wife team behind Wicked Good Books, an independent bookstore in Salem that opened in June 2013.

Kent works in the store day-to-day, while Gibson works behind the scenes as the “IT person and social media wizard,” Kent said.

Like many bibliophiles, Kent began her bookselling journey with the “romantic idea of ‘I love books.’”

“I had always thought I’d love to live in a bookstore or a library, and if you just throw me a sandwich now and then I could just be happy doing that,” she said.

When brothers Frank and Ted Monroe, owners of Derby Square Book Store decided to close their shop after 39 years, Kent saw an opportunity to open her store, rather than see their town lose an independent bookstore.

“Salem should always have a bookstore or a used bookstore. And we came in and transitioned it to a new bookstore,” she said.

The 1,800-square-foot store is split between the bookstore and the toy store Silly Bunny Toys. The bookstore sells new books across genres, including children’s books. Kent said incorporating a toy store into the bookstore when the shop moved to its now larger location was another of her dreams.

“Those are two of my loves. I mean, if I could be an ice cream taster too, then that would just be that really the cherry on top to living the dream,” she said.

As October approaches, the duo prepares for the influx of tourists and the staffing challenges she said small businesses like hers face during the busy month.

“October is just punishing. It’s just exhausting,” Kent said. But she’s quick to acknowledge the benefits of the stress, adding that “October allows us to thrive. It allows a little bookstore to thrive.”

In the weeks leading up to the month, Kent curates the offerings, focusing on local history and witchcraft books while also stocking popular titles that resonate with the season. 

High tourist season starts ‘earlier every year‘

October days at Wicked Good Books are a whirlwind of activity. The store opens at 10 a.m., and Kent often finds herself at the helm surrounded by an eager team of seven during the high tourist season and a steady stream of customers. 

“We usually have someone at the door managing the crowd on Fridays, Saturdays, and Sundays,” she said, noting how busy the shop can get.

Last year, the city received 1.2 million visitors during the month of October, and is expected to surpass that number this October, Salem Mayor Dominick Pangallo told NBCBoston. 

Kent said she has noticed the number of tourists increase since the bookstore opened 11 years ago, particularly after the pandemic-era lockdown was lifted. High tourist season culminates in October, Kent said, but has been occurring earlier every year.

“It’s definitely getting busier during the summer, earlier and earlier in the season,” she said.

When lunch-time arrives, Kent will eat at her desk to avoid the city’s crowded restaurants, and get some much-needed ordering done for the store. 

“It’s funny when people ask where we go to eat lunch, because the downtown will be overrun. And generally we don’t go out. You can’t really, because all the places are overrun and backed up. So I’ll eat at my desk, and then I’ll be putting in orders and paying for orders. That’s sort of what it’s like through September and October and November,” she said. 

At lunchtime and in the afternoon, the bookstore receives deliveries for the October crowds and for the upcoming holiday season. Before the month is even over, Kent will begin ordering for the holiday season in anticipation of customers beginning their holiday shopping.

“Our locals come back out of their houses, and they’re going to be looking to shop downtown for holiday giving. And so I’m already ordering the toys and the big books for this coming season,” she said.

The bookstore is open until 6 p.m. every day, with extended hours until 7 p.m. on Friday and Saturday. It’s difficult and exhausting work, Kent said, but she’s grateful that her bookstore has been able to thrive.

“Bookstores are a difficult business. The margins are not great. But they’re making a comeback. They’ve been coming back against Amazon. The volume of tourists allows us to hold steady during the cold, dark, slow winter months, and to provide a broad selection despite our small size. And for those things, I’m really deeply grateful for the visitors,” she said. 

It’s exhausting, but here’s where to find the magic

While patrons are often looking for books on the city’s famous witchy past during the month of October, Kent said there is so much more to learn about the city’s history. 

“Between maritime history, the literary history of Salem, the suffragette history, the kindergarten movement, abolitionists – there’s just so much more to our little city, which is approaching its 400th birthday, than just witches. There’s so much more to tell, and I am happy to help provide that information,” she said.

Even though it’s exhausting day to day, Kent said she makes sure to provide one-on-one bookselling experiences to customers. 

“We’ll take the time to help people find the right book, because that’s where the magic is really at every day,” she said.

‘Something other than just witch hysteria tourism to Salem‘

Wicked Good Bookstore is more than just a retail space; it’s also a community hub.

The bookstore holds events and hosts local authors, Kent said, highlighting the bookstore’s commitment to the cultural fabric of Salem. Special events, like their new adult spelling bee, foster a sense of community and engagement, making the bookstore a destination locals and tourists alike.

“Bookstores are important to communities. I think that we are important to our community because we employ our neighbors and we bring something other than just witch hysteria tourism to Salem,” she said. 

“I’m grateful that we are able to stay in business because we have the community that we have and the visitors that we have, that definitely makes a lot more things possible,” she added.