Executive Briefings

Day of the Dead Culture Is Getting Pulled Into Halloween's Retail Vortex

As thousands prepared to head to Hollywood Forever Cemetery on Saturday for its 18th annual celebration of the Mexican tradition known as Dia de los Muertos, they had no shortage of places to shop.

Outfits adorned with images of colorful sugar skulls, skeletons and other traditional Day of the Dead symbols are available these days far beyond the small neighborhood stores that once had a lock on such things.

Target, Wal-Mart and other big retailers have plastered the theme on masks, paper plates and candle holders. There are Day of the Dead earrings and necklaces at Party City, costumes and headbands at Spirit Halloween stores and temporary tattoos and bed covers available at Etsy.com.

Merchandise capitalizing on the tradition had been spreading rapidly in the retail world in recent years, but this year it seems to be everywhere, even stamped on the California lottery’s “Dia de los Muertos Scratchers.”

The Hollywood Forever Cemetery event was just one of 19 Day of the Dead festivities across greater Los Angeles, Mayor Eric Garcetti announced on Twitter. Day of the Dead also is the underlying concept of a new Pixar animated movie, “Coco,” that’s being heavily marketed ahead of its Nov. 22 release.

Opens external link in new windowRead Full Article

Outfits adorned with images of colorful sugar skulls, skeletons and other traditional Day of the Dead symbols are available these days far beyond the small neighborhood stores that once had a lock on such things.

Target, Wal-Mart and other big retailers have plastered the theme on masks, paper plates and candle holders. There are Day of the Dead earrings and necklaces at Party City, costumes and headbands at Spirit Halloween stores and temporary tattoos and bed covers available at Etsy.com.

Merchandise capitalizing on the tradition had been spreading rapidly in the retail world in recent years, but this year it seems to be everywhere, even stamped on the California lottery’s “Dia de los Muertos Scratchers.”

The Hollywood Forever Cemetery event was just one of 19 Day of the Dead festivities across greater Los Angeles, Mayor Eric Garcetti announced on Twitter. Day of the Dead also is the underlying concept of a new Pixar animated movie, “Coco,” that’s being heavily marketed ahead of its Nov. 22 release.

Opens external link in new windowRead Full Article