Why do so many funeral homes not display funeral prices on their websites? Surely, to complete the process of selecting a service, we need to know the price. And aren’t more of us discerning consumers now using the Internet as a valuable means to research a purchase?
The funeral industry calls the purchase of a funeral a “distressed purchase,” and rightly so. Often, families are dealing with the news of death and trying to objectively make funeral arrangements, a task nigh on impossible in a highly emotional state.
This can make families extremely vulnerable and extremely susceptible to a sales pitch.
More people are turning to online resources to research funeral prices and compare funeral services without ever having to deal with a face-to-face inquiry. In times of immediate loss, the anonymity of the Internet can offer a less invasive means to interrogate funeral prices and services.
So a funeral – what does it cost?
The funeral business is like no other business sector. It has, for many years, refrained from disclosing prices openly. This is not because funeral homes do not have a pricing structure; it is because they will tell you they cannot give a “simple price,” since “no two funeral services are the same.”
Be under no illusion that some funeral advisors are exceptionally well-trained sales professionals adept at using psychological tactics to elicit more spending from the funeral consumer.
It is what is known in the trade as “up-selling” – in other words, encouraging you to spend more than you intended.
The majority of funeral businesses actually do not promote their funeral prices; in fact, in some cases, you may even struggle to get a definitive price. I have emailed funeral homes that do not disclose prices, only to receive no reply or a reply asking me to call for a price. Even a call to a funeral home does not always immediately elicit a price!
The other defining aspect of the funeral industry is that economies of scale work against the ‘normal’ corporate model. The biggest corporate funeral companies commonly charge the highest prices.
One would expect that, with greater purchasing and resource capabilities, the larger the funeral company, the greater its ability to reduce prices. In many cases, a distressed family member may not even know that they are dealing with a corporate funeral home.
For some reason, the corporate funeral companies prefer to retain the ‘Mom and Pop’ sounding name of the funeral home they acquired.
Understanding the FTC Funeral Rule (Federal Trade Commission)
The Federal Trade Commission enacted the ‘Funeral Rule’ in 1984 and further amended the rule in 1994 in response to concerns about how funeral services and products were being ‘mis-sold’ to American consumers.
In compliance with the funeral rule, all funeral homes must have a ‘General Price List’ (GPL) that itemizes all their individual funeral service prices and the varying costs of their funeral merchandise.
The funeral rule explicitly states that a funeral home must “give you itemized prices in person and, if you ask, over the phone.” However, publishing their price list on their website is not required.
Some funeral homes do publish their price list on their website, but unfortunately, this is rare.
For more information, see our article on ‘Understanding the FTCs Funeral Rule’.
UPDATE March 2026: The FTC is currently reviewing the Funeral Rule to consider changes. Largely, amendments to reflect new communication technologies and death care alternatives. You can read more about this in Changes to the 40-year-old Funeral Rule.
Do you make any purchases without looking at the price tag?
So why don’t more funeral homes display prices clearly in their shop windows? It reminds me of the experience of walking into a very expensive boutique and discreetly checking the garment label to gauge its price.
When you see that there is no price, you know you are way out of your league and try to retreat from the store before the attendant spots you! They don’t want to tell you the price before they have had a chance to sell to you.
And I have to say I have phoned enough funeral homes now to hear the same pitch. I ask “how much,” only to be subjected to an expansive monologue of how “special” their services are.
The funeral industry is slowly adapting to today’s price-conscious marketplace. Some funeral companies choose to do this by forming an additional ‘arm’ of their existing business to brand their “simple and affordable” funeral option. For example, Jardine Funeral Home of Strongsville, Ohio, also operates Cleveland Cremation, which offers a “Simple, Affordable & Worry Free” service at a saving of “40% of a traditional funeral home”.
This example reflects how a once-archaic industry is adapting to change, and how funeral professionals who understand that the current cultural and economic climates require a redefinition of their identities are helping their businesses move with the times.
Conducting price-conscious cremation cost comparisons online
If you are a consumer and are using the Internet to enlighten yourself as to how much a funeral costs in your local area, then if you haven’t already, try using the key terms “affordable” and “simple” in your search – you will find that there are funeral companies promoting themselves and are happy to tell you the ‘low’ cost of their services.
Funeral Homes – Disclosure of cremation prices online in 2026
According to recent studies by the Federal Trade Commission (FTC) and consumer advocacy groups like the Funeral Consumers Alliance (FCA), approximately 60% to 80% of U.S. funeral homes do not disclose their full prices online.
While most funeral homes now have websites, the majority still require you to visit in person or call to obtain a General Price List (GPL).
Current Statistics on Online Cremation Price Disclosure
Research over the last few years highlights a significant lack of transparency in digital pricing:
- The FTC’s 2022 Report: An agency review of nearly 200 funeral home websites found that over 60% provided little to no pricing information online.
- FCA & Consumer Federation of America: A joint study of 1,046 funeral homes in 35 state capitals found that only 18% posted their complete General Price List (GPL) on their website.
- Dignity Memorial (SCI): The largest funeral provider in the U.S. (owning about 10% of all homes) has historically not posted prices online. However, more recent data show a shift, with about 74% of sampled Dignity homes now posting a GPL, though consumer groups note many of these links are “hidden” or difficult to find.
Why Cremation Prices Aren’t Openly Displayed Online
The primary reason for this lack of transparency is legal. The FTC Funeral Rule, established in 1984, requires funeral homes to provide a GPL to anyone who asks in person, and to provide price information over the phone.
However, because the rule predates the internet, it does not currently require these prices to be posted on a website. California is the only state that currently requires funeral homes to publish funeral and cremation prices on their websites or to offer an option to view/download a General Price List.
Cremation Price Disclosure Findings by State and Practice
| Category | Disclosure Rate (Approx.) | Note |
| National Average | 18% – 40% | Studies show homes that “hide” prices online often charge 30% – 40% more for basic services than those that are transparent. |
| California | ~70% | The only state that requires online price disclosure (though a “loophole” allows them to list services and say “price list available on request”). |
| Price Variation | High | Studies show homes that “hide” prices online often charge 30% – 40% more for basic services than those who are transparent. |
How can DFS Memorials help with Finding Cremation Prices?
DFS Memorials partners with local, affordable direct cremation providers to offer an ‘easy price-find’ for families who wish to check cremation prices near them. We provide a quick and direct way to find a local ‘best’ cremation service package. All provided to help families find affordable options when they may be overwhelmed.
If you wish to locate your nearest low-cost funeral or cremation provider immediately, then visit DFS Memorials. The DFS Memorials network has taken on the task and located an affordable, family-owned funeral company in every area to assist families.
If you are a funeral professional, does your website really help discerning price-conscious consumers today? Do you help your potential customers by enabling them to view your funeral charges online? Or do you try to impress them with your credentials as a “fourth-generation” funeral director?
Personally, I wonder if dying is ever going to be the same again in America. The crippling economy has left some American families struggling to put food on the table. The upcoming surge of senior ‘baby boomer’ Americans is living longer and sometimes spending much of their savings on nursing care. This leaves many families with critically limited funds left to meet funeral expenses.
I expect that as more people make funeral arrangements driven by cost and simplicity, the funeral industry will have no choice but to become more price-competitive.
Related Articles:
- Understanding the FTC’s Funeral Rule and how it affects your rights when arranging a funeral
- How To Save Money Arranging A Funeral
- How many funeral homes are creating a new cremation arm to optimize the market place
Resources:
DFS Memorials – network of low-cost funeral & cremation companies State Guides to Funeral Planning
