I don’t know what undertakers think about while they’re queueing for the supermarket checkout, but if they have anything in common with 84% of the rest of the population they may be reflecting on how their shopping habits have changed since the recession.
Just how many of them go on to make a connection with the changing habits of funeral shoppers is unclear.
The big four supermarkets are getting on with the job of remodelling themselves in order to adapt to altered trading conditions. We’ve heard them yelp, we’ve watched their share price tumble, but they’ve not cried Unfair! They’re buckling down to hard task of winning back custom.
The budget stores Aldi and Lidl have done well out of the downturn. Today’s grocery shoppers are avid deal-seekers.
People now buy from an average of 4 different supermarkets a week. They want value. Brand loyalty has gone out of the window.
They’re using the internet a lot more, too.
They like to top up with artisan products from small suppliers at farmers’ markets. There’s closer identification with the little guy and a rejection of Big Corp. Tesco is shunned not just because it’s too expensive but also because it’s perceived to be antisocial. Today’s shoppers want values, as well as value.
For the very poor, there are food banks to tide them over.
Trading conditions in Funeralworld are far, far worse. The cost of funerals has risen faster than that of groceries. For the very poor, the Funeral Payment is a dwindling and inadequate contribution to the price of a funeral. There is presently no volunteer-led community initiative on a par with food banks to help them.
A nation of born-again deal-seekers has stimulated the rapid growth of new startups offering budget funerals. These Aldi undertakers have been able to build volume to compensate for smaller margins by undercutting the old-school undertakers by some distance. Their competitiveness has been enhanced by the strong vocational values of many of them, some of whom work for next to nothing.
On top of that there’s been the inexorable rise of direct cremation, the grocery equivalent of the food pill. A great many of those who opt for this cheapest-of-them-all alternative are those who could easily afford a high-end funeral. Whoops, there goes a tranche of big payers.
Funeral shoppers no longer want to buy a whole funeral in one shop. They want to assemble it from several suppliers and they use the internet to find them. If they can afford a coffin from an artisan maker, that’s the one they’ll buy.
There’s been no rejection of Big Corp yet because consumer awareness has not identified Dignity, Funeral Partners and Laurel Funerals for what they are, nor have they sussed Co-operative Funeralcare for what it manifestly isn’t. Such is the growth rate of consumer vigilance, it won’t be long.
It’s not all about price. It’s also about service culture — too big a topic to be more than alluded to here, but an important factor.
Above all, though, there’s a widespread and growing rejection of the ceremonial, processional funeral in favour of simpler and therefore cheaper funerals. Bereaved people increasingly want to create ‘meaningful experiences’ rather than put on a good show.
That a nation famed for the quality of its ceremonial events should be falling out of love with ceremonial funerals is curious, something we talk about here from time to time. Whether this is an evolutionary phenomenon or down to a failure to adapt to modern needs is open to debate. The upshot is that there are lots of ‘traditional’ undertakers out there with high overheads and a dwindling customer base.
The pressure on traditional funeral homes is very great just now, varying in intensity from area to area. The best are buckling down to adapting to altered trading conditions. Some now offer a budget range, just like Waitrose. Others are lashing out with impotent fury at the unfairness of it all. The GFG has been a target of some of these recently. It won’t do. The GFG doesn’t have the clout to start trends. All it can do is hold up a pitiless mirror to what’s going on.
The undertakers who survive will be the ones with the intelligence and humanity to meet the needs, values and budgets of their clients. The rest will go to the wall, and, sorry, you’ll only have yourselves to blame. Even in the good times we had hundreds more funeral directors than we needed.