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October | 2021
One thing that sets Día de los Muertos apart from other
days of remembrance is its celebratory mood. Instead of
remembering lost loved ones in somber sadness, Día de
los Muertos revelers embrace the full energy of life. Sure,
the theme is death, but the point is to demonstrate love
and respect for deceased family members. Families across
Mexico—and beyond—gather to pay their respects, donning
funky makeup and costumes, holding parades and parties,
singing and dancing, and making off erings to lost loved
ones. Nov. 1 and 2 have also become popular days for
weddings, for a number of spirited and fun-loving couples.
Día de los Muertos celebrations are typically held at grave
sites or in homes, with living and loving family members
placing marigolds, food and other off erings—including
calaveras (edible or decorative skulls made usually by
hand from either sugar or clay—on makeshift altars called
ofrendas. e iconic orange Mexican marigold, Tagetes
erecta, is commonly known as "fl or de muerto" or "fl ower
of the dead," and the intensely pungent and bright-hued
blooms are believed to attract the spirits of lost loved
ones to the ofrendas created by their families. Additional
traditions and variations on Día de los Muertos may vary
from family to family, based on their specifi c regions.
In recent years, the celebration of Día de los Muertos has
bloomed outside of Mexico, as well. e holiday has gained
wide interest, starring in blockbuster movies like Pixar
Animation Studio's Coco (pixar.com/feature-fi lms/coco).
If any part of your shop's clientele is of Mexican descent,
promote the celebration by stocking lots of specially priced
marigolds in your cooler this month, as well as other festive
off erings such as the iconic calaveras. You can also research
public Día de los Muertos celebrations in your region to
learn more and experience this fl ower fi lled day for yourself.
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