This is a great book for spiritual merchants-tarot readers, witches who charge, folks who light candles or create rituals for clients--anyone who is in the business of magic will appreciate this and enjoy the read. Long takes her readers through the history of Spiritual mercantilism focusing heavily on the old fashioned Conjure candle shop of early 20th century America and the newer Botanicas that have spring up in border states and all over California. Images of old labels and ad copy spice up the narrative which is well researched and clear.