What are Pagans?
Pagan is an umbrella term which includes practitioners of many earth-based religions; for example Druids, Witches, Asatru and Wiccans are all Pagan. These faiths honor the earth, and most are polytheistic, that is they honor the Divine as multiple Gods and Goddesses. They do not believe in an embodiment of absolute evil, and therefore neither acknowledge the existence of, nor worship "the devil".
What connection do Witches and Pagans have to Halloween?
Halloween came from the blending of an older holiday of the common folk with Christianity. The ancient Celtic people celebrated Samhain (pronounced sow-in) to recognize the end of the harvest and the beginning of a new agricultural year. This holiday was also known as Ancestor Night, when the veil between the worlds of living and dead was thin, when the Celts honored their ancestors and their loved ones who had passed through the veil. It was thought that the souls of the dead were easily communicated with at this time. Modern day Witches and many other Pagans use this day to remember their beloved ancestors and loved ones who have passed on, and to reflect on the endless wheel of life, death and rebirth which is central to most Pagan religions. Modern culture recognizes the roots of this holiday (albeit in a somewhat altered way!) with its references to ghosts and ghoulies walking the earth. Many of the customs associated with Halloween have their roots in Samhain. Dressing in costume was a projection of what you wanted your life to be over the next year, for example. Bobbing for apples, carving gourds (though it was turnips in those days) and placing a candle in them, and other many other Halloween traditions also have their roots here. The ancient Celts invited their beloved ancestors to share a meal with them on Samhain, which probably evolved into handing out candy to the costumed "ghosts" at your front door today.
Why should this matter to me?
Many of the trappings of Halloween negatively stereotype Witches. We do not have green skin and warts, we do not cast "evil spells" or try to harm other people. Presenting a negative stereotype of a minority religion is no more acceptable than presenting a negative stereotype of a racial minority. Sensitivity is called for, just as it would be called for in dealing with racial stereotypes.
But there aren't a lot of Pagans...I don't know any, so how could this impact my business?
You might know more Pagans than you think. Estimates of the number of practicing Pagans in the United States range from 500,000 to 6 million. The truth, as in most things, probably lies somewhere in the middle. If only 1 million Pagans exist, that is still a significant minority. Many Pagans are quiet about their beliefs because of the stereotypes and the misinformation which exists about their faith. Some remain quiet because they see their faith as a private spiritual matter between themselves and their Gods. Paganism is one of the fastest growing religions in the country.
Yeah...but this isn't a real religion is it?
The religious rights of Pagans are protected by the First Amendment to the Constitution of the United States, just like yours are. The U.S. Military Chaplain's handbook includes these faiths, and Pagan groves and temples are routinely granted the same non-profit status as other churches. Pagan religions are just as real as Buddhism, Chrisitianity, Judaism, or any other faith.
OK, so what can I do?
Review the images of Witches that you decorate with, and get rid of those which perpetuate negative stereotypes. Witches (who can be either male or female, by the way) don't like seeing themselves shown as ugly, green skinned, evil, warty hags any more than any other minority would want to see themselves shown in such a negative light. Try to use items which shows a more balanced and realistic portrayal of Pagans and their faith. Portraying Witchcraft as "evil" is no more acceptable than showing any other religion as "evil" would be.