Day of the Dead is a cultural and family observance, not a shopping holiday, and the brands that get it wrong get it very publicly wrong. Being present is possible; treating it as a discount trigger is not.
Understand what the day is
It is a remembrance of people who have died, marked with an altar, food, flowers and family. It is warm rather than sombre, and it is not a costume holiday. A brand that films it as a party or as a horror aesthetic has misread it entirely.
What can be sold honestly
The things people genuinely buy for it: food, flowers, candles, ingredients for the meal, items for the altar, and anything to do with hosting family. That is a real and substantial commercial category and it does not require any tonal contortion.
Cast people who observe it
The difference between a creator filming their own family altar and a creator performing one is visible in seconds. This is the clearest case in the Mexican calendar where authenticity is not a style choice but the entire viability of the content.
Avoid the imported version
The globalised, costume driven version of the imagery reads as foreign to a Mexican audience and specifically as a brand that did no work. If your reference images came from an international stock library, start again.
Publish before, not on the day
The buying happens in the week before, when people are assembling the altar and the meal. On the first and second of November people are with their families and not shopping.
Keep reading
- UGC for Mothers Day in Mexico
- UGC for Mexican Independence Day
- UGC for Agriculture and Agtech in Mexico
- Bilingual UGC Creators in Mexico
- The complete UGC guide for Mexico
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Frequently asked questions
Is it a discount event?
No, it is a family observance.
What sells honestly around it?
Food, flowers, candles and hosting.
Who should film it?
Somebody who actually observes it.
When should content publish?
The week before, not on the day.
