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Paganism is an ethereal word you cannot really get a hold of it and pin it down to any one thing. And the word pagan is just as hard, to some it has negative connotations as it describes any person who worships many deities and has somehow not the intelligence to focus on a single god, while to others its the opposite showing that one true god must have so many facets that worshipping each facet is better as it means you can petition a specific part of that god.
Now a pagan supplies or shopping process is not about picking up a bunch of deities, taking them home and having a good worship. You could purchase goods that together can make up a pagan altar from which you can cast spells, perform rituals are worship/give an offering to a particular deity. A pagan may not ever actually buy items, they may simply have a certain mind set wanting to live a more basic life but not necessarily one that involves a lot of pagan supplies. And oddly enough paganism is not always a label for veganism or vegetarianism as paganism can mean living more simply so you still eat meat but may be more concerned about the animals life before it dies, therefore wanting it to have had a good life and not spend its days locked in a shed waiting for slaughter. Also there is the other extreme where pagan can mean a radical veganism, with an attempt to avoid harming all forms of life and once dead knowing that your environmental footprint from your life was minimal compared to the junk consuming gas gosling neighbours you may have had.
Any way back to pagan shopping and supplies. When you visit a shop of this type you will see a huge amount of products and may well wonder where to start. As mentioned setting up an altar and choosing a deity or two to make offerings to can be a good way to start. But paganism can be a very sensual way of life. You may want to sample items that work on the senses. So an obvious start is incense, either natural grain incense or sticks. Both have an effect on the mind, relaxing, soothing at times or invigorating and stimulating. More about this in other pages. Also there are oils that act again as the incense does. Then you have items which have an impact on the eye such as symbols that some how tap into a deep inner-you, activating lost memories or unearthing paranormal abilities lying deep within you. symbols can be talismans or wall plaques or pictures that strike a cord with you.
Then there are clothes, this may be a slight change in dress sense, a few lighter less restrictive items are a full blown image change. also some pagans wear different clothes for worship or spells, often a simple cotton robe or light dress will be used to connect with natural energies. sometimes jeans and a t-shirt just do not give you a very spiritual feeling. But not many pagan supply outlets sell such clothing so you have to experiment with what you can get from local shops in your area.
finally there are magickal artefacts, those that are believed to help you gain what you want from life - such as spells, talismans, seals, ritual equipment, all things that really work by unlocking powers in your subconscious mind a letting them emerge to change and invigorate you life.