The guys crash the wake, where Lily claims it's her fault she summoned Bloody Mary! The guys reassure her, then go investigate the house. They're confused kids play Bloody Mary all the time, and no one dies. Maybe the legend started here in Toledo? They're interrupted by Donna's friend Charlie. She demands to know what they're doing, and they confess they're trying find out what's going on. They try to find out if a Mary died violently here, but the library is no help.
The second victim
Charlie is freaked out. She confesses as much to her friend Jill, who mocks her by saying Bloody Mary into the mirror, then screaming. Just joking! Um, not so much her eyes start bleeding, and her mirror image accuses her of killing a boy. Jill dies horribly. Charlie helps sneak the guys into her bedroom the next day. They run a black light over the scene and find a name written behind the mirror the name of a boy who was killed in a hit-and-run accident. Charlie figures out Jill did it. They check Donna's house and find another name behind the mirror Linda Shoemaker, Donna's mother, who died of an accidental drug overdose. Maybe her father killed her?
Dean does a nationwide search for any Mary who died violently in front of a mirror. They find a murder victim from Indiana whose eyes were cut out. There was writing on the mirror, which the detective thinks was Mary's attempt to identify her killer. The mirror was sold to a shop in Toledo. The guys figure the mirror absorbed part of Mary's soul when she died, and now it's the portal that brought her to town. Once she's summoned, she seeks out those with guilty secrets and exacts revenge.
Donna can't believe Charlie is taking the Bloody Mary thing seriously. To prove her wrong, she chants the name in the bathroom window. Bloody Mary starts stalking Charlie. The guys rescue her and take her to a room with all the reflective surfaces covered. She confesses she once had a boyfriend who threatened to kill himself if she left him. She did, and he followed through. Charlie think she's responsible for his death, and apparently Bloody Mary agrees.
The guys decide to lure Bloody Mary to her original mirror and destroy it. Sam offers himself as bait he claims he's got a secret he hasn't told Dean. They break into the antique shop holding the mirror (and dozens more), and Sam chants the name. Dean is drawn outside to deal with the cops, where he bluffs that he's the shop owner's son. While he's dealing with that, Sam's eyes start bleeding and his mirror image starts talking to him he's responsible for Jessica's death! The nightmares that have been haunting him, the dreams he has of Jessica's ugly demise he was having those days before she died! He could have warned her, but he was so desperate to be normal that he didn't! Sam starts smashing mirrors, but it's not looking good. Dean dispatches the cops and comes back in to smash Bloody Mary's mirror. This, unfortunately, sets her free. She advances on both of the guys when Dean turns a mirror to her. Bloody Mary's mirror image accuses her of killing all those people and she dissolves into a pool of blood.
The guys reassure Charlie that she's safe. Sam tells her that her boyfriend's death wasn't her fault she needs to forgive herself. Dean snarks he should follow his own advice. Sam refuses to share his secret with Dean. When they drive away, Sam sees dead Jessica standing on the corner, looking forlorn. Sam says nothing.
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