Let’s Take a Look at Funeral Industry Pricing
When you order at McDonald’s, you’ve probably heard, “Would you like to upsize your meal?” This classic upselling tactic is designed to increase the sale value while making the customer feel like they’re getting a better deal. But did you know some funeral companies use similar upselling strategies when selling their services?
Funerals are often emotional, time-sensitive purchases, where families make quick decisions without fully understanding their options. In some cases, funeral companies take advantage of this by steering families toward higher-priced packages, unnecessary add-ons, and inflated service fees, all under the guise of offering a more meaningful farewell.
So, do some funeral companies upsell like McDonald’s? Let’s break it down.
The Art of Upselling in the Funeral Industry
Just as fast-food chains encourage customers to spend more than they intended, some funeral companies use psychological pricing tactics to maximise profits. Here’s how:
1. The Basic Package That Feels Incomplete
Similar to how McDonald’s advertises a budget-friendly meal deal but then entices you to upgrade, funeral companies often promote low-cost funeral packages, which may lack essential elements.
- A basic cremation package may seem affordable, but it often excludes a viewing, an urn, or a proper farewell service.
- The funeral director may suggest an enhanced package, claiming it’s what most families choose.
By presenting a lower-cost option that feels insufficient, families are encouraged to upgrade, spending much more than they originally planned.
2. Emotional Selling: Wouldn’t You Want the Best?
Grieving families are vulnerable, and some funeral companies use emotional triggers to encourage more expensive purchases.
- You wouldn’t want your loved one to have anything less than the best.
- This casket is our most popular choice’s what most people choose.
- This premium urn will preserve their dignity.
This subtle emotional manipulation makes families feel guilty if they choose a less expensive option, leading them to overspend out of love and obligation.
3. The Coffin Pricing Trick
Coffins are one of the biggest profit-makers for funeral companies, often marked up 300-500%.
- Some funeral companies display the most expensive coffins first, making the cheaper ones look inadequate.
- After seeing a $10,000 coffin, a $5,000 coffin suddenly seems like a bargain, even though a perfectly good one could cost under $1,000 elsewhere.
This mirrors McDonald’s menu psychology, where premium items anchor the pricing structure, influencing customers to spend more than necessary.
4. The Hidden Fees Strategy
Just like how a McDonald’s value meal seems affordable until you realise you’re paying extra for sauces, larger drinks, or premium toppings, some funeral homes hide extra fees in their pricing structure.
Families may only discover later that:
- Embalming isn’t included, but is required (even when it’s not).
- Weekend or after-hours service costs significantly more.
- A mandatory package includes add-ons they never requested.
This often inflates the final bill, making a supposedly affordable funeral much more expensive than expected.
Industry Criticism: Calls for Greater Transparency
The issue of upselling in funerals has sparked public concern, leading to demands for greater pricing transparency.
In 2019, funeral price discrepancies were exposed by consumer advocacy groups, prompting debate about industry practices. In response, former InvoCare CEO Martin Earp defended the company’s pricing, stating that the reports were flawed and misleading and that InvoCare’s services provided value beyond just cost (ABC News).
Despite these claims, funeral pricing remains a major concern, with some families unknowingly paying thousands more than necessary due to a lack of price transparency.
How to Avoid Funeral Upselling & Overpricing
While not all funeral homes use aggressive sales tactics, it’s essential to be aware of pricing traps and protect yourself from unnecessary expenses.
1. Compare Prices Before You Commit
Just as you’d check a restaurant menu before ordering, you should compare funeral prices before making any decisions.
Platforms like eziFunerals allow consumers to compare funeral providers, ensuring they receive transparent, competitive pricing without sales pressure.
2. Ask for a General Price List (GPL)
Funeral homes are legally required to provide an itemised price list upon request. Make sure to:
- Review every cost carefully
- Decline unnecessary add-ons
- Compare prices with online retailers for caskets and urns
3. Avoid Emotional Spending
A meaningful funeral doesn’t have to be expensive. Stick to your budget and focus on what truly matters to your loved one.
4. Consider Alternative Funeral Providers
- You don’t have to use a corporate funeral home.
- Independent funeral directors often provide more affordable, personalised services.
- Direct cremation providers offer lower-cost options without upselling.
5. Take Your Time
Fast-food chains thrive on quick decision-making, but funeral planning should never be rushed.
- Pause and think before committing to any expensive add-ons.
- Discuss options with family members before making financial decisions.
- Ask for written quotes and compare them before making a choice.
Final Thoughts: Are Funeral Companies the McDonald’s of the Death Industry?
While McDonald’s upselling strategies are designed to increase fast-food sales, some funeral companies use similar tactics to drive higher funeral costs.
The key difference? A McDonald’s meal might cost you a few extra dollars, but a funeral upsell could mean thousands in unnecessary expenses.
By educating yourself, shopping around, and knowing your rights, you can avoid overspending on funeral services and ensure that your loved one’s farewell is both meaningful and affordable.
Want to compare funeral prices before making a decision? Visit eziFunerals for transparent, independent funeral pricing.
Peter Erceg
Peter Erceg is the Owner and Founder of eziFunerals. He has had a long history within the funeral industry, and is a published author of ‘What Kind Of Funeral: A self help guide to planning a meaningful funeral’. Prior to eziFunerals, Peter worked in the public sector and health industry for more than 30 years. The views and opinions expressed on posts are those of the author and do not necessarily reflect the opinions of eziFunerals and members.
