MARBLEHEAD — As Salem braces for another busy Halloween season, Marblehead businesses are extending a warm and quieter welcome to their neighbors.
The spooky city welcomes more than 1 million visitors each October. Salem actually set a record last year with approximately 1,040,600 visitors, an 8.6% increase from October 2023. An influx of visitors can leave residents scrambling to find a parking spot, a dinner reservation, or space to browse in their favorite shops.
More than 20 local shops and restaurants in Marblehead have joined forces to offer 10% off for Salem residents throughout October, hoping to provide a respite from the city’s seasonal crowds. All Salem residents must show their ID to receive the discount.
The initiative was spearheaded by Erin McCarthy, owner of Creature Comforts and Pawsitively Marblehead, along with Melissa Stacey of Discover Marblehead.
“We reached out to businesses all around town, restaurants, shops, and Melissa volunteered her time to help us build the webpage for it,” McCarthy explained. “For probably the last decade, I’ve heard people talk about this idea, but it never came to fruition. This year, we just decided to try it and see what happens.”
McCarthy said she has heard from Salem residents that in October, they are exhausted.
“I can’t just go run my errands or go grab some dinner somewhere,” She said. McCarthy hopes that Marblehead can help take the edge off of the busy season.
Stacey said that when McCarthy told her about the promotion, she thought it was a great idea.
“It’s nice to extend a discount to our neighbors in Salem, who, during the month of October, can get a little crazy for them; they might want to escape for a little,” she said.
Both Stacey and McCarthy hope to continue the incentive every year if it is deemed a success.
Business owners also noticed a growing need for relief during Salem’s Halloween festivities, which have expanded into a two-month phenomenon, and expressed their happiness to extend a reprieve to their neighbors.
“Salem in October is a madhouse,” said Susan Bott, owner of Room Tonic, on Atlantic Avenue. “I empathize with Salem residents who have to suddenly deal with the influx. If I can give them a little discount and have them come see how great Marblehead is, why not?”
Courtney Lobraico, who operates a booth at Salem’s Haunted Happenings in addition to being the owner of Wicked Ducks on Atlantic Avenue, said, “We’re hoping to kind of integrate both towns together and work together.”
“Now that we’re a part of it, we realize how extremely busy it gets,” she added.
More than 20 businesses have signed on so far, with new participants joining daily.
Kate Rhodes, owner of Worldly Pets on Pleasant Street, said that she thinks it’s a great opportunity for Salem residents to be able to come to Marblehead.
Rhodes said she currently lives in Salem and “it’s like a carnival right now.”
QR codes in storefront windows lead Salem residents to a website listing all participating locations. Promotions have been shared widely on Salem social media groups, Reddit pages, and community networks.
Owner of Blue Canoe Cafe on School Street, Heather Harrison, said that as a Salem resident, she sees firsthand “how crazy it gets.”
“I was 100% willing to give a discount to have Salem come to Marblehead and enjoy some of our restaurants and shops,” she added.
For restaurants like The Landing, on Front Street, welcoming Salem locals is nothing new. “We have a lot of people who come over from Salem, we always joke, ‘bring your passport,’” said Robert Simonelli. “When Salem gets crowded, locals can’t get into restaurants and get frustrated. We’re happy to have them come over here and show a little love for our neighbors.”
The discount will run throughout October, and organizers plan to meet afterward to evaluate its impact and consider making it an annual tradition. “We’re just looking for new ideas,” McCarthy said. “It’s not costing anyone anything, and if it helps businesses and gives Salem residents a break, then that’s a win for everyone.”
To find participating shops and restaurants, visit https://mailchi.mp/6fdbd90a6100/mhd2025. It will be updated throughout the month of October as more businesses continue to join the promotion. If a business would like to join, please email Erin McCarthy at [email protected].
