Costco & Caskets | Demonstrating the Value in Buying Caskets from the Funeral Home

Helping Funeral Directors Override the Direct-to-Consumer Casket Experience
Demonstrating the Value in Buying Caskets from the Funeral Home

By just mentioning the name Costco, fans are quick to offer product recommendations amongst the many reasons they adore it. Its strong reputation goes beyond the many products with a cult-like following, as Costco is also known as the place to find-it-all, from the most inexpensive gas to pharmacy discounts to tires. And that “all” includes caskets.

In the shifting marketplace, with people beginning to do more research online prior to making decisions, some becoming more price conscious, there is a greater awareness to retailers who sell caskets directly to families. And consumers have gotten far more comfortable purchasing unique goods online.

As a funeral director, how can you help guide a family who may be considering buying a casket directly online?

To begin, it is important to understand a family’s motivation for purchasing a casket at Costco or a similar outlet as well as the regulations that accompany a purchase like this. A family may see the price and make the comparison to your GPL. The online retailer ships directly to a funeral home and per regulation, a funeral home must accept the shipment. For a price-conscious family, the ability to buy for “less” with a hand-off approach may seem very appealing. Additionally, many online retailers offer fewer choices than a funeral home. During challenging times, having less to choose from may be seen as a benefit to a family.

While a lower price tag may seem appealing to a family, you have the opportunity to help educate the family on advantages of buying through the funeral home.

1. Your knowledge. Have you ever made a technical purchase that you did not understand what all the specifications meant? Many cemeteries and localities have very specific requirements surrounding caskets which may be hard to explain. As a funeral director, you provide the family options that meet regulations ensuring they have one less thing to worry about.

2. Remove stress. Planning a funeral is an emotional experience. By purchasing the casket at the funeral home, you can take care of everything in one place. Additionally, you will see and touch a range of choices and price points, all of which you can feel confident are available for your loved one. For those pre-planning, you are able to lock in pricing as well.

3. The price. You may be wondering how a higher list price can be advantageous. It is simple. Your price is all-inclusive. You guarantee the casket will be there on time. You guarantee it is not damaged. You guarantee it will not be damaged. Although the funeral home accepts caskets ordered online, they are not responsible if there are shipping delays or if it does not meet regulations. Your list price includes the feeling “insurance” - something that is priceless for many families.

Additionally, when you purchase the casket through the funeral home, it is much simpler to apply insurance or financing options to the purchase than when you purchase it independently.

Although caskets are now offered outside of the funeral home, as a funeral director, there are simple tools to help a family understand the value of purchasing a casket directly from the funeral home. 

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Why would a family want to buy a casket at Costco and what is the impact to the deathcare industry?

There are regulations that accompany Costco and other direct-to-consumer (DTC) companies in casket sales. However

Benefit of funeral home:

• Cemetery and state/local requirements

• More choice

• Ensure it is there/timely (availability); within 3 days (with stipulations including order time, weather etc)

• One stop shop

• Range of quality (costco good but not top)

• Don’t have to do homework; upcharge is they have done for you (service fee basically)

• Pre-sales

• See in person, touch

• Financing/insurance

Benefits of Costco (Walmart, Amazon, DTC stores like Trusted Casket)

• Less choice

• Price conscious

• Family doesn’t manage process

• Ships directly to funeral home/mortuary (mandatory to accept) - other 3rd parties can ship to residences as well but then family accountable for getting to funeral hom

• Has to accept, if damaged or not requirements, FH does not have to help ship it back