According to Smithsonian magazine, Hallowe’en started becoming a fashionable party evening in the early 1900s. And images of witches were (surprise) empowering:

“This is the period of the New Woman—the woman who wants to have her say, to be able to work, marry who she chooses, to divorce, and, of course, to be able to vote,” [Daniel] Gifford explains. “There are lots of questions about how much power women have at this time. What sort of boundaries can they push? How far can they push them? What sense of control do they have over their own lives and their own fate?”

Note the swastika and horseshoes, both good-luck symbols at the time, combined with hearts. (Hat tip to The Witches’ Voice on the Book of Face.)