Fairvale is a fictional small town in California, created by author Robert Bloch as a key location for his 1959 novel Psycho. For his 1960 adaptation of the novel, director Alfred Hitchcock reused the town's name.
According to Bloch's book, Fairvale has a courthouse set back from a town square on Main Street, with benches lining the sidewalks and the local newspaper is the Weekly Herald.
Sam Loomis owns a hardware store in the town, which was opened by his late father. Speaking to his fiancée Mary Crane (named Marion in the film), he says of Fairvale, "It's a nice town, but a small one. Everybody knows everybody else's business."