Samantha volunteers to work on the election campaign of Ed Wright, who is running for Morning Glory Circle councillor against long time incumbent John C. Cavanaugh. Wright wants to expose Cavanaugh's immoral and illegal dealings in past capital works projects. With Endora's help, that is what happens.
Endora decides to experiment with different looks to Darrin's face while he is taking a nap. As Samantha forgets to change him back, a horrified Darrin sees the transformation they did to his face after he awakens. He becomes self-conscious about the way he looks. Samantha disguises herself as a sexy French sculptor to help repair her husband's tattered ego.
Samantha and Darrin spend the night at a hotel and Samantha briefly changes her hair to brunette. Larry spots them and thinks Darrin is having an affair. Larry proceeds to tell Louise. Louise meets with Darrin at a hotel hoping to convince him to drop the other woman. Larry spots them and thinks Darrin's other woman is Louise.
When Gladys finally catches Samantha in the act of using her powers, the quick-thinking witch convinces the snoop that she possesses the gift of ESP. Things take a turn for the worse when Gladys will not stop trying to use her new "talent" in every situation, which frustrates Abner. Samantha holds a seance to scare Gladys into giving up her thoughts of having powers.
When a depressed Aunt Clara volunteers to babysit for a friend of Samantha and Darrin's, her magical tricks with toys and games make her a success, and she quickly becomes the most popular caretaker in the neighbourhood. But after she tells her charges that she is a witch, a suspicious mother brings her before a judge for a competency hearing.
Flirtatious neighbour Pleasure O'Riley moves in next door to the Stephens. Samantha doesn't really appreciate Pleasure's ignorantly blissful helpless girl demeanour, or Darrin's seeming fawning over her at her beck and call because of it. Her incredibly jealous boyfriend, 'Thunderbolt' Swenson, mistakenly suspects both Darrin and Abner Kravitz of impropriety.
To assist her daughter in a dress fitting, Endora transforms herself into a double of Samantha. While at the fitting, Robert Frazer, a young writer, becomes smitten with her. Endora decides to cavort with him as Samantha. Meanwhile, Gladys Kravitz thinks Samantha is having a secret affair. There are further complications when it turns out that Bob is an old friend of Darrin's. Endora shows up as Samantha at a dinner that Darrin, Sam and Bob are having. Bob now believes Endora is Sam's twin.
While Darrin, Samantha and Endora are browsing through an antiques store, Endora believes it's time Darrin suspected that Samantha may not be as young as her mortal equivalent would be. Darrin sees a 300-year-old painting, "Maid of Salem", which bears a striking resemblance to Samantha, causing him to question her age and their relationship. As Darrin contemplates his future with Samantha under these circumstances, Samantha has to figure out a way to save her marriage if the truth truly does comes to light.
Knowing that Darrin needs a new model for a campaign, Samantha turns a stray Siamese cat into an attractive woman named Ling Ling. Ling-Ling, who knows she's a cat brings those cat sensibilities to her human life, Wally starts to fall in love with her. Ling-Ling likes the attention she is receiving from Wally and wants to stay human. Samantha has to figure out how to tell Darrin the truth about Ling-Ling while she and Darrin try to persuade Wally that Ling-Ling is not the right woman for him.
Darrin forbids Samantha to attend her cousin Mario's wedding in Egypt. Endora, who is livid, states that Darrin is in "big trouble". Darrin gets a new assistant named Gideon Whitsett. Darrin is convinced Gideon is a warlock enlisted by Endora as a series of events makes Darrin look bumbling and stupid in front of a new client, and in turn makes Gideon look fantastic. Samantha uses a little magic to find out that Gideon is actually a conniving young man.
Promising to behave when she meets Darrin's parents, Endora turns on the charm and is promptly accused by Darrin's mother Phyllis of trying to steal her husband Frank's affections. Frank takes Endora to a play when Phyllis refuses to go. Phyllis wants a divorce when Frank doesn't come home that night, but he actually locked himself out and stayed at the club. Endora and Samantha use a little witchcraft to get them together.
When an ankle injury confines Darrin to bed, Samantha enchants the house so it can fulfil Darrin's needs. Darrin becomes intoxicated with the idea of magic, and starts encouraging Samantha to use her powers, but the change is not all for the better. Darrin quits his job and wants to travel the world. But soon he comes to realise he likes his old life better.
Aunt Clara comes to visit when Samantha meets Darrin's parents or the first time, his mother, Phyllis feels pushed aside, but his father Frank likes Samantha, thinking she's a lovely girl. When her daughter-in-law serves a magnificent dinner, Samantha confesses that it was actually Aunt Clara who helped her with the food, and that she is still learning how to be a magnificent cook.
Larry sees Louise and Samantha entering an obstetrician's office and assumes Darrin is about to become a father. It is actually Louise who is pregnant, but she is afraid to tell Larry. After Larry tells Darrin, he has a daydream about Samantha having "witch" children. When the four of them have dinner that night, the truth comes out.
When Darrin begins searching for a beautiful model to play "Miss Jasmine", Endora sees it as an opportunity to break up her daughter's marriage and sends a gorgeous witch to seduce him. Samantha recognises model Janine Fleur as Sarah Baker the witch. Sarah is determined to fulfil what she set out to do, namely seduce Darrin despite Endora calling off the contract. Samantha, who still has faith in her husband, just wants her battle with Sarah to be on an even playing field.
Darrin's latest client wants to use a stereotypical ugly witch to promote his Halloween candy. Samantha is understandably upset, as are Bertha, Mary, and Aunt Clara, a trio of elderly witches who have dealt with prejudice for quite some time. When Darrin is fired for creating a campaign with a beautiful, curvaceous witch, the foursome teams up to give the client a taste of his own medicine.
To help a boy named Marshall Burns gain self-confidence, Samantha uses her magic to help him to become a star baseball player. After Darrin dissuades her from using further supernatural help, she instead tries to persuade the boy's overprotective mother to support him. Marshall does gain self-confidence and hits the game winning home run. His mother realises that she needs to let him do the things that little boys do.
Samantha suggests clever slogans for Darrin's Caldwell Soup advertising campaign. Darrin is thrilled until he suspects Samantha of using magic to help. A fight ensues and Samantha goes home to mother. Darrin relents and pitches Sam's slogans to Caldwell. He doesn't like them either. Darrin now realises Sam didn't use any magic.
When Darrin's alcoholic and lecherous client Rex Barker makes a pass at Samantha, she decides to teach him a lesson by turning him into a dog. The dog runs away, but Samantha eventually gets him back. When Rex makes another pass at her, Darrin knocks him cold. Rex does wind up giving Darrin his account.