I like San Francisco, lots of things to do and see. Some other things I would recommend:
Ferry Building Marketplace. At the end of market street https://ferrybuildingmarketplace.com/
On Saturdays, Tuesdays and Thursdays they have a farmers market. Lots of fresh foods, I like saturday because they have more street vendors. They also have vendors that cook different foods there also. Inside they have a number of stores with food stuffs (cheeses and wines, sushi and other food types). They also have a lot of stuff to sample so if you like browsing this place is a good place to spend saturday morning and have breakfast/lunch.
Twin Peaks. Accessible by bus, this place has some fantastic views of san Francisco and the bay area. On a clear day the views are awesome.
Exploratorium. For kids and adults alike this place is kind of neat with all their stuff. many hands on activities and things to do. https://www.exploratorium.edu/
Top of the Mark. Located on the top of the intercontinental mark hopkins the place offers some 360 degree views of san francisco. Enjoy and have a drink and appetizers (heard that they are expensive and not that great though). but the views to many make up for deficiencies.
Cable Cars. Get on at the beginning, Powell St. turnaround and get a good seat, preferrably in the front so you to see the views. Of course the younger people can get on later and stand on the running boards (hold on tight!) and get a great ride. Take the Powell-Hyde Cable car (there are 2 main cable car routes), this route drives past lombard street (crookedest street) and ends up at fisherman's wharf, by Ghiradelli square. here's a hint, at the turnaround area, wait in line but don't get on a cable car until you can get on an empty one. that way you can get the first seats in the front and get the best views IMHO. Also it might be best to go early, the lines can get longer after 10 and during the day.
Rent a car and go to napa or sonoma and visit the wineries. On the way to or back stop off at the marin headlands. Some awesome views of san francisco and the golden gate bridge. You can take the first viewing area and get some up close views of the gg bridge or keep on driving higher to get views of the bridge and the san francisco skyline in the background. some pictures: https://www.yelp.com/biz_photos/1r1kRvUc6eJO0KGGtSCF1g?select=cNPURmJNMVkHLuSAE5qjEQ
You can also drive south down the pacific coast highway and visit santa cruz or monterey (maybe you'll see Clint Eastwood, lol). Visit the pebble beach area and carmel stores and visit the monterey aquarium.
As others have said, taking the bus tour is recommended, you can get off at stops and catch another bus when you are ready. Also Alcatraz, Golden Gate park (as others have said maybe renting a car might be good since the park is pretty big), fisherman's wharf and pier 39, chinatown, the golden gate bridge and coit tower. Ghiradelli square for their yummy chocolates. There are different areas for different tastes (little italy, the castro area - mostly known for gay activities, north beach, etc.). Not sure if it's too cold in october, you can visit Baker beach. You can get some great shots of the golden gate bridge from there. Their claim to fame is that it is a clothing optional beach so you can see people in the buff and see some full moons (butts).
If you like shopping there are plenty of name brand stores (saks, neiman marcus, bloomingdales, nordstrom, etc.). https://www.unionsquareshop.com/ There is also the westfield shopping complex. While they have many of the regular chain stores they have a neat food court area in the basement, plus a health store also. They have curved (oval) escalators so you get a great view from on top or from the ground floor https://justsusan.smugmug.com/gallery/1335786_J99yV/7/111699370_fCWSr#!i=111699370&k=fCWSr&lb=1&s=A
Since San francisco is very hilly I would recommend taking the bus and avoid driving a car downtown. Lots of traffic, parking is available but might be a little expensive depending on location. Ask for a transfer on the bus, your transfer is good for 2 to 3 hours so you can get off the bus, do some shopping for sightseeing and get back on the bus again, only spending a couple of bucks for your travel. The bus system is very comprehensive with lots of routes to get you to your destination. just make sure you have the routes or downloadable maps so you don't get lost or get on the wrong bus. They also have 3 day passes for unlimited riding.
parking at night in lots are pretty expensive (many places are $20 a night) and parking on the street at night can be a challenge, many streets allow parking on one side of the street and then you have to move your car because they clean the other side of the street later at night (not very fun).
I would also recommend using tripadvisor to see reviews of san fran and stores, restaurants and hotels. You can also ask questions there with "experts" giving you advice on what to do.
I would highly recommend you research the hotels before you book. The older hotels are "quaint" and cheaper but some of the rooms are claustrophibically small, the floors creak, elevators are old and creaky and services are sometimes nonexistent.
San fran seems to close up later in the evening, after 9 or 10pm. The place empties out and actually looks a little seedy (doesn't help with the bums and homeless around). There are certain areas like the tenderloin area that isn't recommended travelling at night (on the bus or cab or driving is okay but no way should you walk. I had a guy stop me and tell me that it's dangerous to walk around, I took his advice).
You have plenty of time to do research and pick your places to visit. As you can tell, I love to visit san fran, so much to do and see.
