Most the ones I have visited sold candles books and an assortment of crystals. Some also include miniatures and nick knacks. A few even sell clothing, bumper stickers, and provide palm readings. It is honestly up to the owner.
They sell items related with magic being as witches or fairies; healing magic with items like stones, runes or candles, and other magic things like tarot cards or ritual books.
All pagan shops do not sell the same thing. Most of the ones I have been to sell tarot cards, jewelry, candles, incense, books, crystals, pendulums, and so many other things.
Pagan worship items like candles, incense, idols, books on the topic, devotional items and reference books are available. Clothing, body paints and reference for related services are sometimes available.
