As well as pantheism and duotheism, many Wiccans accept the concept of polytheism, thereby believing that there are many different deities. For instance, those living on the east coast of North America should invoke water in the east and not the west because the colossal body of water, the Atlantic ocean, is to their east.

Eros (also known as Cupid) is the god of love connected with the attractiveness and cohesion of the universe. The meaning of the color of yellow candles is related to money or material goods and also to creativity. In his Book of Shadows, there are texts taken from various sources, including Charles Godfrey Leland's Aradia, or the Gospel of the Witches (1899) and the works of 19th–20th century occultist Aleister Crowley, whom Gardner knew personally. Occasionally the leaders of a coven are only second-degree initiates, in which case they come under the rule of the parent coven.The festival of Ostara is a Pagan holiday that takes place at the time of the Spring Equinox and is celebrated by Wiccans. Wicca has also been "customized" to the various national contexts into which it has been introduced; for instance, in Ireland, the veneration of ancient Irish deities has been incorporated into Wicca.

Some modern Wiccans, however, have stopped using the white/black magic and left/right-hand-path dichotomies, arguing for instance that the colour black should not necessarily have any associations with evil. Common Wiccan spells include those used for healing, for protection, fertility, or to banish negative influences. A common marriage vow in Wicca is "for as long as love lasts" instead of the traditional Christian "till death do us part".

The first of these to be published was in Paul Huson's Mastering Witchcraft (1970), and unusually involved recitation of the Lord's Prayer backwards as a symbol of defiance against the historical Witch Hunt. Lavender is antiseptic, antidepressant, antispasmodic, it can heal, helps with the digestive system, and can be used in tonics. The 'Father of Wicca', Gerald Gardner, claimed his religion was a survival of this European 'witch-cult'. American photographer Ansel Adams (pictured) shot Moonrise, Hernandez, New Mexico, one of his most famous photographs. Other traditions trace their origins to different figures, even if their beliefs and practices have been influenced to a greater or lesser extent by Gardner.

Covens are autonomous and are generally headed by a High Priest and a High Priestess working in partnership, being a couple who have each been through their first, second, and third degrees of initiation. Venus is the magnetic and fascinating force of attraction that attracts by similitude and establishes relationships with everything we like.

Much of the coven's early membership was drawn from the club's members [183] and its meetings were held within the club grounds. Such a view was purported by the High Priestess Vivianne Crowley, herself a psychologist, who considered the Wiccan deities to be Jungian archetypes that existed within the subconscious that could be evoked in ritual.

Gardner envisioned this Supreme Deity as a deist entity who had created the "Under-Gods", among them the God and Goddess, but who was not otherwise involved in the world; alternately, other Wiccans have interpreted such an entity as a pantheistic being, of whom the God and Goddess are facets. The ancient Roman God Janus, or more properly Ianus, is the God of beginnings, endings, transitions, times, doorways, gateways, passageways, movement and traveling. From the 1990s onward, various Wiccans began describing themselves as " Traditional Witches", although this term was also employed by practitioners of other magico-religious traditions like Luciferianism.He termed this "New Age Witchcraft", [159] and compared individuals involved in this to the participants in the New Age.