Día de los Muertos, or Day of the Dead, is spreading its roots. The Mexican holiday during which families celebrate the memories of loved ones who have passed on, has recently enjoyed increased recognition from consumers thanks to a few Hollywood films as well as marketing campaigns from beer and spirit brands.
Here in the U.S., Día de los Muertos is celebrated in many ways. There are intimate ceremonies at cemeteries, costumed parades through the streets and gatherings at homes. In the end, the only important thing is to be part of it.
From a retail standpoint, Día de los Muertos is a potential opportunity for you to connect with your customers, and to even bring new business into your account.
Ready to be a part of this growing celebration? Here’s how to get started.
What is Día de los Muertos?
According to the National Museum of Mexican Art, Día de los Muertos is a celebration deeply rooted in the ancient Pre-Cuauhtémoc cultures that believed in life after death. The event traditionally consists of family gatherings that were held at the gravesites of the departed family members and friend. Altars, or ofrendas, also were created in homes with photos and favorite objects of loved ones who have passed on.
The earliest celebrations arose in the in the 16th century, and they were primarily observed on All Saints’ and All Souls’ Days – November 1 and 2 – throughout colonial Mexico. Today, many Mexican communities throughout the U.S. participate in Día de los Muertos.
Día de los Muertos by the Numbers
A recent VozLatinum study found that 100 percent of Hispanics and 93 percent of the general market are aware of Día de los Muertos. More than half of the Hispanics polled for this study replied that they would be celebrating with family in group of five or more people, while 46 percent replied that they’d be celebrating at home.
While Día de los Muertos is primarily commemorative, it is also perceived as a friendly party holiday which is planned for in advance. In fact, 70 percent of Hispanics describe Día de los Muertos as a party.
How is Día de los Muertos Celebrated?
There is no right or wrong way to participate in Día de los Muertos, but there are a few key differences in how the Hispanic market and general market celebrate the holiday.
Hispanic Market
- Celebrates Día de los Muertos off premise
- Celebrates primarily with four or more family members
- Celebrates by cooking traditional family recipes, building an altar and dancing
- Primarily drinks beer
General Market
- Celebrates Día de los Muertos on-and off-premise
- Celebrates with 10+ family and friends
- Celebrates by eating Mexican food, drinking and face painting
- Drinks beer and spirits
How to Get Involved
If you’d like to participate along with your customers during Día de los Muertos, there are a few unique ways to bring the holiday to life at your account
On-premise: If you run an on-premise account, consider building an ofrenda and hosting a Día de los Muertos night. Customers can then bring in pictures of loved ones who have passed on and place them on the altar. Try to make the entire event feel as authentic as possible and create a special menu for the night complete with traditional Mexican dishes and drinks.
Off-premise: Knowing that many customers will choose to celebrate the holiday at home, make their time spent shopping in your store as efficient as possible by merchandising many of their most needed items together near the front of the store. Also, be sure to have the cold box filled with imported beers so that they’re well chilled and ready to go. Many beer and spirits brands have created POS and themed displays specifically for Día de los Muertos, so be sure to reach out to your Breakthru Sales Consultant to see what tools we have to offer.