American monument dealers have become accustomed to dealing with the rising cremation rates in the country and the dwindling sales opportunities for cemetery monuments that fact brings.

 

But now, according to this recent article from CNBC titled “An industry focused on death faces an existential crisis”, family-owned monument dealers have seen United States tariffs on certain imported products and countries cause havoc with their supply chain prices and choices.  Monument dealer John Dioguardi is quoted in the article saying, “I hope this all works out.  I have no idea if it will.”

 

A chart you can see in the article also poses the issue of how uncertainty reigns in much of the situation.  For instance, the chart shows that since January 25,2023, and up until October 27, 2025, family-owned and Cleveland-based Milano Monument’s custom duty and taxes on imported raw materials from China have fluctuated between 21% and 59% and rates in-between those two extremes.  Those duty or tariff percentages are added on to the wholesale cost of the imported material and then have to be figured into the price to charge consumers.

 

As you can well understand, the resulting higher retail cost of monuments then becomes a major decision for the consumer on what, or even if, they should buy a monument.  According to the article Milano Monuments’ Jim Milano states that “he and many peers are covering tariffs out of pocket” meaning that they have not passed on that cost to consumers in order to make sales.  He’s taken a pay cut as a result.

 

Furthermore, Milano makes this point, as quoted in the article, “If monument builders need to raise prices to account for tariffs, Milano worries it could push more consumers to opt for cremations.”

 

And while cremations and tariffs are a headwind for monument dealers at this time, monument company owner John Dioguardi, who we quoted earlier in this article, says the long-term fate of the business “is married in part to whether people want their loved ones to have any sort of memorialization”. 

 

Funeral Director Daily take:  While this article appears to be about tariffs and duties and the costs that they impart onto the retail sale of a monument for memorialization, I think there is a whole lot more to this article than that.

 

In the last few years I’ve taken the tact that “Death Care” really provides three distinct purchasable choices to the consumer for each death.  Those purchase choices are (1)Disposition, (2)Ceremony (or Celebration), and (3) Memorialization.

 

For the last 100 years or longer the vast majority of consumer spending on Death Care came from the “Disposition” category.  Because, if you chose “Burial” as the Disposition choice then the consumer purchased a traditional funeral which included the professional services of the funeral director and merchandise such as a casket and vault.  The “Ceremony’ included the process to get the deceased, and purchased merchandise such as the casket and vault, from the funeral home into the ground, and in essence, was a part of the “Disposition” choice purchase.

 

Memorialization basically consisted of some type of monument marking the grave in the cemetery.  Some were elaborate, but most were purchased after death without much thought by the individual whose grave it marked.

 

Contrast that to today’s world where traditional funerals are a minority of the dispositions.  Cremations are the vast majority of dispositions and, from my point of view, most consumers believe the process of cremation is a commodity.  Meaning. . that their loved one’s body goes to the crematory, they see none of the process, and they are handed a box of cremated remains.  The resulting “box of cremated remains” are the same (commodity) whether a direct cremation provider was selected or a high-priced luxury funeral home was used.

 

Most consumers do not expect to pay a high amount for this (cremation) disposition.

 

It’s also my opinion that today’s Death Care consumers will spend on the Ceremony (Celebration or Event) and a certain amount of Death Care clientele will make “Large sale” purchases of Memorialization products.  If you follow industry leader Service Corporation International (SCI) you will notice that for the past couple of years they have been much more aggressive going after what they call “Large sale cemetery sales”.  In their vernacular “Large Sales” means $80,000 or over.

 

And Global Growth Insights says this about “Large sale or Premium” Death Care sales:

The high-end and specialty funeral homes and services segment caters to a premium clientele that seeks exclusivity, personalization, and luxury in memorial arrangements. This niche but rapidly expanding category combines emotional value, heritage preservation, and sophisticated service design. In 2025, the luxury funeral segment accounts for nearly 7.5% of the total global funeral services market, valued at approximately USD $5.9 billion, and is expected to grow at a CAGR of 6.8% during 2025–2033 — outpacing the broader market’s average growth of 3.39%.

High-end providers focus on creating unique, culturally tailored, and experience-driven memorials. These include private mausoleums, personalized life celebration ceremonies, high-end floral artistry, premium casket materials, and digital heritage archives. Many also integrate smart technology and sustainability — such as QR-enabled memorial stones, carbon-neutral cremations, and virtual remembrance spaces — blending tradition with innovation.

 

So, yes — I think consumers and what they want is going to change funeral service.  And, I can sympathisize with these monument dealers at this time with the uncertainty and cost of tariffs.  However, I also see an incredible opportunity for the high-end memorialization products.  I think that there is a void to be filled with those consumers who have the assets to spend on celebration and memorialization.

 

The trends show dispositions of cremation as more-than-likely without the purchase of caskets or vaults.  If that money is going to stay in “Death Care” it will probably find itself going into more elaborate “ceremonies or celebrations” and “permanent memorialization”.

 

I think by being able to partner with cemeteries monument and columbarium suppliers may find a smaller number but more profitable clientele in those that are looking for luxury or psuedo-luxury memorialization products.  It might take some up-front investment and risk, but one might also find a “Build it and they will come” attitude for cremation memorialization in cemeteries.  Here’s what SCI CEO Thomas Ryan said as recently as October 30, 2025, during the company’s 3rd Quarter Earnings Call:

 

“We have a lot of products that I’d tell you, consumers really don’t have familiarity with. I think a lot of cremation consumers come in and don’t really understand what we have available. So we’re really focused this year with some consumer research that we’ve done about trying to tie that consumer in a better way to educate them about what we have because we found in the focus groups that almost 0 out of 10 knew what we had and about 8 out of 10 once they saw it said, I’m interested in looking.”

 

So, if I was a monument dealer, yes , I’d be a little discouraged about the cost of my product at this time. . . .and try to make the best of the situation.  But, I’d also find encouragement by what seems to be a growing “luxury” monument movement and the results SCI is having with their “Large sales” of cemetery products.

 

More news from the world of Death Care:

• Guidance and resources to support families navigating grief during the holiday season.  Katy Times (TX)
• Lycoming County coroner:  Funeral expenses can push families to the limit.  Williamsport Sun-Gazette  (PA)
• Dordrecht cemetery opened 30 coffins for experiments without consent.  NL Time (The Netherlands)
• Belfast Ccouncil to look at possibility of natural burial sites in the city.  BelfastLive (Northern Ireland, UK)
• Funeral director encourages thoughtful choices around direct cremation.  Stroud Times  (United Kingdom)

 

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