Beware of unmarked spoilers.

!''The "Old Gods" and Their Allies

!!'''Shadow'''/[[spoiler:Baldur Moon]]
* AmbiguouslyBrown: It's not entirely clear what race he is, although his mother is implied to have been black.
** When asked jokingly by a fan, Gaiman has agreed that Dwayne Johnson/The Rock, who has black and Samoan heritage, would be fitting to play him, stating they are both "underestimated".
* BewareTheNiceOnes
* DarkIsNotEvil: Look at his nickname [[spoiler: and compare it to his actual identity as a LightIsGood deity]]
* [[spoiler: DivineParentage: The son of Odin by a mortal woman.]]
* GeniusBruiser: Very well-read for a physical trainer, getting absorbed in books on Greek history and coin tricks while in prison.
* GentleGiant
* TheHero
* KindheartedCatLover: And the cat goddess loves him too.
* NamesTheSame: Not that [[KamenRiderBlack Shadow Moon]].
* OnlyKnownByTheirNickname: His real name is never mentioned by the third-person narrator. It's finally revealed to the reader in '"The Monarch of the Glen''.
* SmarterThanYouLook: Everyone assumes he's just a big dumb guy until he starts talking.
* TheStoic
* [[spoiler: TomatoInTheMirror]]
* UnfazedEveryman: He takes it rather calmly that there are tons of deities all all around him. [[spoiler: Makes sense since he is one himself, so he ''isn't'' a pure example of the trope.]]

!!'''Mr. Wednesday'''/[[NorseMythology Odin]]
* [[spoiler:BigBad]]
* TheCasanova: He charms the pants off of nearly every young woman he meets.
* [[spoiler:TheChessmaster]]
* ConMan: How he goes about these days. He's done every con in the book.
* DirtyOldMan
* JerkAss
* [[spoiler:LukeIAmYourFather: To Shadow]]
* [[spoiler:RunningBothSides: With Mr. World.]]
* TheSocialExpert: It goes along with his con man tendencies.
* TechnicallyASmile: Shadow notes early on that his smile has a sinister motive just behind it, more bearing teeth than an actual display of emotion.
* [[spoiler: ThanatosGambit: Dying was the motivation all the other Old Gods needed to band together against the new. He didn't mind because, once the battle was dedicated to him, he would get more power than he ever had before.]]

!!'''Mr. Nancy'''/Anansi
* CoolOldGuy
* DirtyOldMan
* JerkWithAHeartOfGold
* NiceHat

!!'''Mr. Ibis'''/Thoth
* DontFearTheReaper: Like all Ancient Egyptian gods connected to death, he's a nice guy.
* SesquipedalianLoquaciousness
* TheSmartGuy

!!'''Mr Jacquel'''/Anubis
* DontFearTheReaper: Like Mr. Ibis, he's not such a bad guy.
* ImAHumanitarian: While conducting autopsies, he has a habit of eating some of the corpse's heart. Respectfully.
** A shout out of sorts to the mythology of Anubis who would weigh the deceased's heart against a feather to judge where they would spend the afterlife.
* VoluntaryShapeshifting: Into a jackal, naturally.

!!'''Bast'''
* CatGirl
* IntimateHealing: She provides some for Shadow in a dream. It heals him of his cuts and bruises, but leaves him with some fresh claw marks on his back.
* SupernaturalGoldEyes: As befitting a cat goddess.
* SurveillanceAsThePlotDemands: Keeps an eye on Shadow through the eyes of all cats.
* VoluntaryShapeshifting: Into a cat, of course.

!!'''Czernobog'''
* AxCrazy: Looking forward to beaning Shadow with [[DropTheHammer a sledgehammer.]] [[spoiler:And he does, but [[DarkIsNotEvil ultimately changes his mind about actually hurting him.]]]]
* CainAndAbel: He's known as the "evil" brother; his brother, Bielebog, is the "good" one.
* DarkIsNotEvil: A god of darkness, but that doesn't mean he's a bad guy.
* TheEeyore: Not as demonstrative as many examples, but he's a very gloomy guy.
* GodOfEvil: How he's seen by those who remember him.
* [[spoiler: JekyllAndHyde: He and Bielebog are the same person.]]
* VegetarianVampire: Gets his powers from sacrificial murders, but after his followers dried up, he worked at a slaughterhouse rather than becoming a SerialKiller.

!!'''The Zoryas''' (Zorya Utrennyaya, Zorya Vechernyaya and Zorya Polunochnaya)
* CoolOldLady: All three.
* HeavySleeper: Polunochnaya is only awake around midnight.
* TheHecateSisters
* TheMentor: Polunochnaya to Shadow.
* {{Seers}}

!!'''Mad Sweeney'''
* BloodKnight: So he says. [[spoiler:While probably true, it was also a setup.]]
* DrunkenMaster
* FightingIrish
* {{Leprechaun}}: Though you wouldn't know it looking at him because he's tall, doesn't speak with an accent, and doesn't drink Guinness.

!!'''Easter''' /Eostre
* BreakTheCutie: Wednesday twists her arm into service by going into a diatribe about what people do and do not believe about her holiday. She very nearly cries.
* ChekhovsGunman: Her holiday celebrates mornings, life and rebirth. [[spoiler:She plays a vital part in Shadow's resurrection.]]
* FertileFeet
* [[spoiler:KissOfLife: To Shadow.]]
* MsFanservice: As befitting a fertility goddess.

!!'''Horus'''
* BigBadassBirdOfPrey: A hawk, natch. [[spoiler:He also finds the thunderbirds.]]
* ChekhovsGunman: Thoth and Anubis mention him in Cairo. [[spoiler:He pops back up in Kansas to convince Easter to save Shadow.]]
* CloudCuckooLander
** StealthPun - he's a Bird Brain.
* NonSequitur: "I can stare at the sun without blinking". This is after [[spoiler: he's reminded [[NakedPeopleAreFunny he's naked]]]].
* TheOphelia: A male version, but both Thoth and Anubis say he's pretty much lost his mind.
* VoluntaryShapeshifting: From a hawk to a naked man with a hawk's head.

!! Samantha Black Crow
* AgentMulder: Delivers an amazing and lengthy monologue to Shadow about all the things she believes in to get him to open up to her.
* BadassNormal: Faces Mr. Town and Mr. Road, and not only does she refuse to tell them anything about Shadow, she makes fun of their names. She also hitchhikes with Shadow, who's kind of scary before you get to know him.
* BraidsBeadsAndBuckskins: She doesn't dress like it, but she's proud of her Indian heritage.
* BiTheWay
* GenkiGirl
* GirlNextDoor: Well, technically, the girl next door's little sister.
* GranolaGirl
* LittleMissSnarker
* TakeThatKiss: She plants what she terms a "fuck off" kiss on Shadow in a bar, although it was to tell everyone else there to fuck off, not him.
* {{Tomboy}}

!! Laura
* [[ActionGirlfriend Action Wife]]: For a dead woman, she's pretty capable of doing some damage to a group of trained government agents.
** DarkActionGirl: She's incredibly ruthless to anyone not named Shadow.
** [[ViolentlyProtectiveGirlfriend Violently Protective Wife]]
* BackFromTheDead
* {{Badass}}: After she was resurrected.
* BitchInSheepsClothing: Even when she was alive, Laura was not as nice as she seemed. But she really does love Shadow which keeps her on the sympathetic side of the trope.
* CameBackWrong
* DeadAllAlong: Not that it's a revelation; the twist is that she comes back.
* DeadPersonConversation: Whenever she talks to Shadow, or anyone else.
* [[spoiler:ImpaledWithExtremePrejudice: She kills Loki by stabbing him through her own chest.]]
* LadyMacbeth: Seems Shadow's involvement in the robbery that got him in prison was her idea.
* TheLostLenore
* ManicPixieDreamGirl: Deconstructed. Because of that personality, she cheated on Shadow with her best friend's husband while he was in the clink. She also puts on the MPDG act to charm [[spoiler: Mr. Town before gruesomely killing him.]]
* MoreDeadlyThanTheMale: She is far more likely to kill you than her husband is.
* OurZombiesAreDifferent
* PoisonousFriend: Very big on protecting Shadow and quite violent about it.
* TookALevelInBadass: According to her, dying did a lot to remove her inhibitions about killing people.
* YourCheatingHeart: A classic. Was sleeping with Shadow's best friend while he was in prison.

!''The "New Gods" and Their Allies

!!'''The Technical Boy'''
* BadassLongcoat: Subverted. He dresses like the characters in Film/TheMatrix but is a physically weak nerd.
* {{GIFT}}: Since he is the AnthropomorphicPersonification of the Internet, it's only natural he acts like this.
* {{Otaku}}
* SuperLoser: He may be a god, but nobody gives him much respect, and the narrative tends to refer to him as "the fat kid."

!!'''Media'''
* StepfordSmiler
* SurveillanceAsThePlotDemands: Can take any character that appears on TV as her avatar. Shadow eventually stops watching TV because he feels [[ProperlyParanoid (rightfully)]] that he's being watched.
* TheVamp: She tries to seduce Shadow onto the side of the New Gods various times throughout the story.

!!'''The Spookshow'''
* [[spoiler: AvengingTheVillain: Mr. Town is not happy about his buddies getting killed, but leaves Shadow alone because Mr. World says so.]]
* FlatEarthAtheist: Mr. Town thinks all the gods are just mutants with mind control powers.
* TheMenInBlack: What they seem to be the archetype of.
* {{Mooks}}: They work for Mr. World and the New Gods.
* PunchclockVillain
* ThoseTwoBadGuys: Mr. Wood and Mr. Stone.

!!'''Mr. World[[spoiler:[=/Low-Key Lyesmith/Loki Lie-Smith=]]]'''
* ChekhovsGunman and ChekhovsBoomerang
* DistinguishingMark: [[spoiler: His scarred lip; it's a reference to a story in NorseMythology where Loki's mouth was sewn shut and he had to tear it open.]]
* [[spoiler: TheDragon: To Wednesday.]]
* EvilRedhead
* [[spoiler: LouisCypher]]
* [[spoiler:MeaningfulName]]
* [[spoiler: ReliableTraitor]]
* [[spoiler:RunningBothSides: With Wednesday.]]
* [[spoiler: TwoAliasesOneCharacter]]
* WalkingSpoiler