The horned God, master of all creatures and beasts, dies, as the ancient ones slaughtered their cattle to provide food during the bitter winter months. The God passes into the underworld, but is reborn at Yule, and a new life cycle is started. Samhain is a time of ending and beginning cycles. Children dressed in costumes, in the belief that souls of the dead would not "possess" them, went from door to door, asking for favours from households. Those that gave lavishly were assured of good fortune during the winter months, those who did not were supposed to encounter misfortune.

Colours suited to this time are red and black. This in a time when meat dishes are appropriate, and any foods and fruits of the harvest may be enjoyed. Is is usual to practice scrying or divination at this time, for it is favourable to look into the future on this day. As this is a time of endings and beginnings, this is a good time to work at eliminating any bad habits, illness or negative aspects you may wish to be rid of in your life. Some try to glimpse past lives at this time.

To call on the dead at this time is considered by some to be a paradox, as most Wiccans believe in reincarnation. It is preferable at this time to honour the dead with fond memories, and to leave their souls in peace. The apple is considered food for the dead, and to some Samhain was known as the "Feast of apples". Often, a place is set at table, and food is served for the dead. Some bury apples in the ground for the dead, to feed the soul on it's journey. Wiccan altars often have a pile of apples on them at this time.