The Evolution of Death Care Retail
A mortuary mall is a retail concept where funeral supplies and services are sold in shopping mall settings through kiosks or dedicated stores. This innovative approach makes end-of-life planning more accessible and less intimidating for consumers.
What is a Mortuary Mall?
- Funeral service kiosks or stores located in shopping malls
- Offers caskets, urns, pre-need planning, and memorial products
- Pioneered by companies like Forest Lawn and Til We Meet Again
- Designed to normalize funeral planning in everyday retail settings
- Targets Baby Boomers who are more open to discussing death
The concept emerged as funeral directors recognized that many people avoid traditional funeral homes until absolutely necessary. "Nobody gets up on a Saturday morning and says, 'Gee, it's a nice day. I wonder if I can go out and get myself a burial plot,'" notes one industry executive. Yet these same consumers feel comfortable browsing memorial products while shopping for everyday items.
Forest Lawn, a well-known funeral service provider, has placed movable kiosks in about half a dozen Southern California malls over the past few years. Their approach is deliberately low-pressure: staff smile and offer brochures rather than aggressively selling. This strategy has proven effective enough that they regularly rotate kiosks between different malls to maximize exposure.
The mortuary mall concept reflects broader changes in how Americans approach death and funeral planning. Baby Boomers, now reaching their 70s, are more willing to discuss mortality and often seek personalized, sometimes unconventional memorial options. Mall outlets offer everything from sports-themed urns to custom caskets, meeting this growing demand for personalization.
I'm Mortuary Cooler, a national-level mortuary cooler supplier with experience in the mortuary mall ecosystem, providing refrigeration solutions to funeral suppliers across the country. My work with US cooler suppliers has given me insight into how retail funeral supply is evolving.
Easy mortuary mall glossary:
What Is a Mortuary Mall?
A mortuary mall brings death care into our everyday shopping experiences. Instead of the somber, stand-alone funeral homes many of us hesitate to enter, these innovative retail concepts make end-of-life planning as approachable as shopping for a new outfit or grabbing a coffee.
These death-care retail spaces typically come in two welcoming formats:
- Bright, open kiosks or small storefronts nestled between familiar mall shops
- User-friendly online marketplaces where people can browse funeral products from home
Forest Lawn, one of the trailblazers in this retail revolution, has found that their movable mall kiosks throughout Southern California attract curious shoppers who might never set foot in a traditional funeral home. Their friendly staff provide helpful information without the pressure that often makes funeral planning feel overwhelming.
Til We Meet Again has taken this concept even further, opening full stores in malls across Arizona, Louisiana, Kansas, Indiana, and Texas. Their inviting spaces showcase everything from custom caskets with sports-team logos to artistic urns that celebrate a loved one’s passions.
| Feature | Mall Kiosk/Store | Traditional Funeral Home |
|---|---|---|
| Atmosphere | Casual, welcoming retail space | Formal, often hushed environment |
| Staffing | Approachable retail associates | Funeral directors in formal attire |
| Hours | Extended mall hours including weekends | Typically limited business hours |
| Product Display | Open browsing with touchable samples | Often limited viewing by appointment |
| Price Transparency | Clear, visible pricing | Complex package pricing structures |
| Purchase Pressure | Relaxed browsing experience | Sometimes feels emotionally pressured |
| Location | Busy shopping centers where people already go | Often isolated or residential areas |
Mortuary Mall Origins
The mortuary mall concept was born from a simple truth: most people avoid funeral homes until absolutely necessary. As one industry expert perfectly put it, "Who really wants to enter a funeral home one day before they have to?"
Baby Boomers have accepted this retail innovation as they enter their 70s. Unlike previous generations, many Boomers are comfortable discussing mortality and actively seek personalized end-of-life options that reflect their individuality. They want memorial products that tell their unique story – whether that’s through a casket adorned with their favorite fishing scenes or an urn shaped like a motorcycle gas tank.
Forest Lawn’s marketing breakthrough – placing friendly kiosks in busy malls – creates a pressure-free zone where shoppers can gather information between buying shoes and grabbing lunch. This approach transforms funeral planning from a dreaded task into just another consumer service, making it feel normal rather than morbid.
Mortuary Mall Consumer Response
When people first encounter a mortuary mall kiosk, reactions often start with surprise. As one 86-year-old shopper remarked, "You’re in a shopping mall and there’s a funeral place? That sounds too deadly." Yet that same shopper admitted the concept makes practical sense.
The foot-traffic advantage of mall locations can’t be overstated. Companies like Forest Lawn report their mall kiosks attract dramatically more visitors than traditional funeral homes – particularly among people who weren’t planning to address end-of-life arrangements that day.
One fascinating trend is what industry insiders call "impulse planning" – when shoppers with no intention of addressing funeral arrangements suddenly decide to gather information or even make pre-need plans. Already in a purchasing mindset, these consumers find it natural to consider funeral products when presented in a friendly, familiar shopping environment.
Memorial jewelry has become an unexpected hit in the mortuary mall setting. Beautiful cremation pendants, fingerprint necklaces, and remembrance bracelets catch the eye of mall shoppers who might never have found such meaningful keepsakes otherwise.
As one mall kiosk operator observed: "People walk by with shopping bags and cookies, see our display, and stop to look at urns. It’s a completely different dynamic than a funeral home visit." This natural, everyday approach to memorial shopping is changing how Americans think about planning for end-of-life needs.
Top Products to Expect at MortuaryMall.com
Walking through a mortuary mall – whether online or in person – feels surprisingly like any other shopping experience, just with products you might not have considered browsing before. MortuaryMall.com and similar platforms have transformed how we shop for end-of-life products, making the experience more approachable and even comfortable.
Classic & Custom Caskets
When it comes to caskets, today's mortuary mall options go far beyond the somber wooden boxes of yesteryear. Durable 18-gauge steel caskets offer excellent value with beautiful finishes and thoughtfully designed interiors. For those with specific passions, themed designs celebrate everything from favorite sports teams to military service.
"We once created a coffin shaped like a portable toilet for a client whose company made portable toilets," one industry supplier told me with a chuckle. This level of personalization shows how far we've come in creating memorials that truly reflect the individual.
Practical options like rental caskets have gained popularity too – perfect for families choosing cremation but wanting a traditional viewing first. And for those seeking premium materials, higher-gauge steel, copper, bronze, and exquisite woods like mahogany and walnut are readily available.
At American Mortuary Coolers, we've watched funeral suppliers expand their casket inventory to meet this growing demand for personalization. Our custom cooling solutions help these suppliers maintain their diverse inventory in perfect condition, regardless of material.
Curious about reliable suppliers? Our Funeral Supply Store guide can point you in the right direction.
Cremation Essentials
With more Americans choosing cremation each year, the mortuary mall has evolved to offer beautiful ways to honor cremated remains. Standard urns come in metal, wood, ceramic, and even eco-friendly biodegradable materials. For families planning to divide ashes, keepsake urns provide smaller, matching vessels for multiple family members.
Pet lovers will find specially designed urns for animal companions – from neat cat silhouettes to playful dog-bone shapes. One of the most touching innovations I've seen is the Betta fish cremation kit, providing everything needed for a dignified memorial for even the smallest family pets.
Technology has transformed this category in wonderful ways. Modern urns can feature laser-engraved photographs of loved ones, custom artwork depicting favorite places, or even QR codes linking to digital memorials where family can share stories and memories.
For environmentally conscious families, eco urns dissolve gently in water or nurture memorial trees, creating living tributes that grow more beautiful with time.
Prep-Room & Removal Staples
Behind the scenes, funeral professionals rely on specialized equipment available through mortuary mall platforms to provide dignified care. Mortuary cots ensure respectful transport, while embalming tables – from basic models to sophisticated hydraulic versions with foot-pedal height adjustment – help professionals prepare loved ones with care.
Since the pandemic, PPE and sanitizers have become even more essential in this field. Body bags in various sizes and materials meet different needs, while professional-grade embalming fluids and instruments ensure proper preparation.
Refrigeration is where we at American Mortuary Coolers specialize. Our custom units are delivered directly from our Tennessee headquarters to funeral homes across the contiguous 48 states. We design each unit specifically for the unique preservation needs of funeral professionals, with precise temperature control systems.
Need affordable equipment options? Our A Practical Guide to Affordable Funeral Supplies offers helpful insights.
Memorial Keepsakes & Jewelry
Perhaps the most heartwarming category in the mortuary mall space is memorial keepsakes and jewelry. These tangible remembrances provide comfort in ways that surprise many families. Fingerprint pendants capture a loved one's unique identity in precious metal, while cremation jewelry – lockets, rings, and bracelets – discreetly hold a small portion of ashes close to the heart.
For those seeking something truly extraordinary, memorial diamonds created from carbon extracted from cremated remains transform loss into lasting beauty. Hand-blown glass art incorporating a small amount of ashes creates colorful, one-of-a-kind sculptures that celebrate life.
Memory bears, crafted from the clothing of the deceased, provide something soft to hold during difficult moments. These items have found particular success in mall settings, where shoppers find them in a comfortable retail environment rather than a funeral home.
Interestingly, many of these keepsakes draw inspiration from Victorian traditions when memento-mori pieces were common expressions of remembrance – a fascinating return to more open conversations about mortality and the ways we honor those we've lost.
Shopping Experience: Mall vs. Traditional Funeral Home
When you step into a mortuary mall setting, you're immediately struck by how different it feels from a traditional funeral home experience. Gone are the hushed voices and somber lighting – replaced instead by the familiar sights and sounds of everyday shopping.
Traditional funeral homes, while respectful and necessary, can feel intimidating. Many visitors describe feeling a weight of formality upon entering, with quiet corridors and subdued conversation. Appointments are typically required, options may seem limited, and pricing structures can be complex packages rather than clearly marked individual items.
"Most people only visit a funeral home when they absolutely have to," explains Maria, a mall kiosk operator in Phoenix. "But here, folks just stroll by with their shopping bags, maybe a pretzel in hand, and suddenly they're comfortable asking questions they've been avoiding for years."
This approachable atmosphere is precisely what makes the mortuary mall concept so revolutionary. Consumers browse caskets and urns with the same casual interest they might show toward furniture or jewelry. The psychological barriers simply melt away in the familiar retail environment.
Cost transparency represents another significant advantage. While traditional funeral homes have sometimes faced criticism for opaque pricing, mall kiosks and stores typically display clear price tags on merchandise. This straightforward approach helps families understand exactly what they're paying for without feeling pressured during an emotional time.
"The mall is a great way to reach customers in a non-threatening environment," a Forest Lawn spokesman explained. This sentiment captures the essence of why these retail settings work so well – they normalize what has traditionally been an uncomfortable topic.
Even the sensory experience differs dramatically. Rather than the scent of flowers and polish that often permeates funeral homes, mall visitors experience the mingled aromas of coffee shops and clothing stores. Background music plays, children laugh nearby – life happens all around, making death feel like a natural part of the conversation rather than a taboo topic.
Mortuary Mall Convenience
The relaxed environment of a mortuary mall creates a uniquely convenient experience for consumers. Families can wander in during evening hours after work or on weekend shopping trips – times when traditional funeral homes might be closed or require special appointments.
This accessibility extends beyond just hours of operation. The one-stop browsing experience allows visitors to compare different products side by side, taking their time without feeling the subtle pressure that can come with a formal funeral home consultation.
"We had a gentleman who walked by our kiosk three Saturdays in a row," shares a mortuary mall employee in California. "He'd stop, look at our brochures, and move on. The fourth week, he finally felt ready to discuss pre-planning options for himself. That gradual approach simply wouldn't happen in a traditional setting."
At American Mortuary Coolers, we've adapted our business model to support this evolving retail landscape. Our custom cooling solutions now ship directly to mall locations across the country, not just traditional funeral homes. Our nationwide delivery network ensures mortuary mall businesses from Florida to Washington state receive the specialized equipment they need, precisely when they need it.
Digital-First Improvements
Today's mortuary mall experience blends physical browsing with digital innovation in ways that improve customer comfort and expand options beyond what's physically displayed.
QR codes placed discreetly beside sample products open entire digital catalogs on shoppers' phones, allowing them to explore dozens of customization options for urns or caskets. Some locations offer tablet stations where visitors can use virtual reality tools to preview custom casket designs or even "walk through" memorial service layouts.
Digital pricing calculators provide immediate transparency, allowing families to understand costs for different options without awkward conversations. These tools particularly appeal to younger generations who expect immediate information and visual representations of their choices.
Many mall kiosks also offer digital aftercare resources – providing families with online support groups, memorial websites, and grief resources that extend the relationship beyond the initial purchase.
For funeral professionals interested in trusted suppliers for this evolving retail model, our guide to Rest Assured with These Trusted American Funeral Supply Providers offers valuable connections.
The mortuary mall shopping experience ultimately succeeds because it transforms funeral planning from a dreaded necessity into just another consumer choice – one made with clarity, convenience and comfort in environments where people already feel at ease.
Benefits and Challenges for Funeral Professionals
The rise of the mortuary mall concept has created a fascinating mix of opportunities and problems for funeral professionals. If you’re in the industry, you might be wondering if expanding into these retail spaces makes sense for your business. Let’s explore what’s working—and what’s challenging—about this evolving retail model.
Opportunities in Mortuary Malls
When Forest Lawn first placed their kiosks in Southern California malls, they found something remarkable—people who would never set foot in a funeral home were stopping to chat about pre-need planning. This dramatic increase in lead generation has become one of the biggest advantages for funeral professionals entering the mall space.
We’ve seen a significant pre-need sales spike among our clients who’ve ventured into retail environments. One funeral director told me, "We secured more pre-need contracts in three months at the mall than we did all last year at our funeral home." These advance arrangements provide stable revenue streams that help businesses weather the inevitable ups and downs of the industry.
The financial picture looks attractive too. A mall kiosk typically costs a fraction of maintaining a traditional funeral home, with reduced overhead for utilities, maintenance, and often staffing. One owner mentioned saving nearly $4,000 monthly after transitioning part of his business to a mall location.
I’ve watched funeral professionals find the power of cross-selling in these environments. A customer who initially stops to look at a memorial pendant might return months later to discuss comprehensive funeral plans. These gradual relationship-building opportunities simply don’t exist in traditional funeral homes, where most visitors arrive only when immediately necessary.
At American Mortuary Coolers, we’ve adapted our refrigeration solutions to meet the unique needs of these retail environments. Our compact, whisper-quiet coolers fit seamlessly into back-room mall spaces while maintaining perfect preservation conditions—something standard commercial refrigeration simply can’t provide.
Problems to Overcome
Despite the opportunities, expanding into a mortuary mall setting isn’t without challenges. Many funeral professionals have faced commercialization criticism from industry traditionalists who view mall-based sales as somehow diminishing the dignity of death care. Navigating these perceptions requires thoughtful messaging about making planning more accessible rather than more commercial.
Cultural sensitivities present another complex challenge. I remember one mall operator who inadvertently placed an urn display near a restaurant serving a community with strong taboos about discussing death near food. Understanding and respecting diverse cultural attitudes toward death requires careful consideration of both product placement and presentation.
The regulatory landscape remains tricky. Funeral services are heavily regulated, with requirements varying dramatically between states. These regulatory compliance issues don’t disappear in retail settings—in fact, they often become more complicated. Mall operators and traditional retail managers rarely understand funeral-specific regulations, creating potential conflicts that must be carefully managed.
Many funeral professionals have been surprised by zoning restrictions that limit funeral merchandise sales in retail zones. One director spent months securing special permits before being allowed to display caskets in his mall store. We recommend consulting with local authorities before signing any retail lease agreements.
Finding the right people to staff these locations presents another hurdle. Staff training challenges arise because mall kiosk employees need a unique blend of retail sales skills and sensitivity to grief and loss. Traditional funeral-director training doesn’t always translate well to these more casual retail environments.
While generally less expensive than maintaining a full funeral home, prime mall locations command premium rents. One of our clients in a high-traffic suburban mall pays nearly twice what he initially budgeted, though he reports the increased visibility justifies the cost.
At American Mortuary Coolers, we help our clients steer these challenges by providing equipment that meets all regulatory requirements regardless of installation location. From our Tennessee headquarters, we’ve shipped compliant cooling solutions to mall locations across all regions of the country, ensuring our clients can focus on serving families rather than worrying about equipment compliance.
Future of Mortuary Mall Retail
The mortuary mall world is changing in exciting ways that might surprise you. Rather than fading away, this innovative approach to death care is evolving to meet changing consumer needs and environmental concerns.
One of the biggest shifts we're seeing is the rise of truly integrated experiences. Funeral retailers are creating seamless connections between their physical mall locations, online platforms, and traditional funeral homes. This "omni-channel death care" approach means families can start planning online, visit a mall kiosk to see products in person, and then finalize arrangements at a funeral home—all with the same provider and a consistent experience.
Sustainability has become a major focus too. Today's consumers are increasingly eco-conscious, and the funeral industry is responding with innovations. Biodegradable urns, conservation burial options, and carbon-neutral services are no longer niche offerings but mainstream options at many mortuary mall locations.
What's happening in the U.S. is part of a global trend. In Malaysia, the Nirvana Memorial Center shows how far the concept can go. This impressive six-story facility in Kuala Lumpur represents an investment of approximately $5.3 million USD and offers comprehensive bereavement services in a retail-friendly environment.
We're also seeing the emergence of "memorial parks" that blend retail planning with beautiful public spaces. The Macarthur Memorial Park project, opening in 2025, will transform 113 hectares into a space where people can both plan for end-of-life needs and enjoy peaceful surroundings—normalizing death care as part of everyday life.
Technology partnerships are creating new possibilities too. Funeral retailers are working with tech companies to offer digital memorials, holographic messages from loved ones who have passed, and virtual reality experiences that allow distant relatives to "attend" services they couldn't reach in person.
Here at American Mortuary Coolers, we're supporting these innovations by developing more energy-efficient refrigeration systems. Our newer models help funeral retailers reduce their environmental impact while still providing the essential preservation capabilities they need.
Mortuary Mall 2.0: What's Next?
The next wave of mortuary mall innovation is already taking shape, and it's focused on personalization and ongoing connections.
AI planning tools are becoming more sophisticated, helping consumers create truly personalized memorial plans based on their unique preferences and values. These systems can suggest options that align with someone's life story, budget, and environmental concerns—making planning feel less overwhelming and more meaningful.
Subscription models are emerging too. Rather than one-time purchases, some companies now offer membership plans that include ongoing grave maintenance, regular updates to digital memorials, and annual remembrance services—all for a monthly fee that makes costs more predictable.
Perhaps most interesting is the rise of experiential memorial parks. These spaces combine retail planning centers with beautiful gardens, walking paths, and community areas. Death care becomes part of everyday life rather than something hidden away, helping to normalize conversations about mortality.
Virtual reality is changing how families make decisions. New technology allows people to virtually experience different memorial options before committing—from "walking through" ceremony spaces to sampling different celebrant styles. This helps families feel more confident in their choices during an emotionally difficult time.
We're even seeing integrated life celebration centers appearing in malls. These venues serve both as planning centers and actual ceremony spaces for more intimate memorials, bringing full-service options directly to retail environments.
From our vantage point at American Mortuary Coolers, with team members across Atlanta, Chicago, Dallas, New York and beyond, we're proud to support these forward-thinking approaches. Our specialized refrigeration solutions are adapting to meet the unique needs of these new retail concepts, wherever they appear across the country.
Frequently Asked Questions about Mortuary Malls
Are funeral products cheaper in a mortuary mall?
When people first hear about a mortuary mall, they often wonder if they'll find better prices than at traditional funeral homes. The truth is, the prices are usually comparable for similar products. However, there are some financial advantages that make these retail settings worth considering.
The real benefit comes from how products are presented and sold. Unlike traditional funeral homes where prices might be bundled into packages, mortuary mall outlets typically display clear, individual pricing on each item. This transparency helps families understand exactly what they're paying for without confusion.
"People appreciate seeing the actual price tags," explains one mall kiosk operator. "There's something comforting about shopping for these items the same way you'd shop for anything else."
The competitive mall environment sometimes leads to better pricing too. When multiple vendors operate in similar spaces, they naturally compete for business, which can benefit consumers. Plus, with lower overhead costs than full-service funeral homes, some mall outlets can pass those savings along to customers.
At American Mortuary Coolers, we've noticed our mall-based clients often take a more streamlined approach to inventory. They'll showcase display models in the mall while maintaining just-in-time delivery systems for final products – an efficiency that sometimes translates to better pricing for families.
Do mall outlets handle full funeral arrangements or just merchandise?
This is probably the most common question people ask about mortuary malls, and the answer varies depending on the specific location you visit.
Some mall outlets are primarily focused on selling merchandise – beautiful caskets, personalized urns, and memorial keepsakes that can be delivered to the funeral home of your choice. These smaller kiosks essentially serve as specialized retail shops within the larger mall environment.
Other locations offer comprehensive pre-need planning services where you can make advance arrangements for yourself or loved ones. These spaces typically have private consultation areas away from the main shopping traffic for more sensitive conversations.
The largest mortuary mall operations sometimes function as satellite offices of established funeral homes, offering almost everything except the physical facilities for services. Forest Lawn's mall kiosks, for example, focus primarily on advance planning and merchandise, while directing families to their traditional locations for the actual services.
Our refrigeration solutions at American Mortuary Coolers support both traditional and mall-based operations, with customized options that work for various business models within the death care industry.
How do mortuary malls respect diverse cultural and spiritual needs?
Death customs vary enormously across different cultures and faiths, and successful mortuary mall operators understand this diversity is essential to serving their communities respectfully.
Most mall locations address this through thoughtfully curated product selections. You'll find caskets designed for Catholic services displayed alongside urns appropriate for Buddhist traditions and memorial items that respect Jewish customs. Many locations also employ staff members who speak multiple languages, making sure families can discuss sensitive topics in the language they're most comfortable using.
"Our staff receives extensive training on different cultural practices," shares one mall funeral retailer. "We want every family to feel their traditions are honored and respected, whether they're planning a traditional Christian burial or a Hindu cremation ceremony."
Some larger operations, like Malaysia's Nirvana Memorial Center, take this approach to impressive heights. Their multi-story facility honors diverse Asian funeral traditions while providing modern amenities and shopping conveniences.
At American Mortuary Coolers, we design our refrigeration units with this diversity in mind. Different cultural traditions have varying requirements for body preparation and preservation, and our custom solutions accommodate these important differences with respect and care.
Conclusion
The mortuary mall concept truly represents a breath of fresh air in how Americans approach death care planning. By bringing funeral merchandise into familiar shopping environments, these innovative retail spaces help normalize conversations about mortality while making end-of-life planning more approachable for everyone.
When you think about it, the shift makes perfect sense. Baby Boomers—now in their 60s and 70s—are reshaping how we think about death, just as they've transformed every other life stage they've moved through. They're looking for personalization, convenience, and transparency—exactly what the mortuary mall model delivers.
Walking through a mall and encountering a casket display or memorial jewelry collection might seem jarring at first, but that's precisely the point. These everyday encounters help explain death planning and remove the intimidation factor that keeps so many people from making important arrangements.
The product innovation in this space has been remarkable. From sports-themed caskets that celebrate a loved one's passions to fingerprint jewelry that keeps memories literally at hand, the range of personalized options continues to grow. These aren't your grandparents' funeral supplies anymore!
Technology is changing the experience too. QR codes let shoppers access expanded catalogs, virtual reality previews help visualize custom options, and digital planning tools make creating personalized services easier than ever. The mortuary mall of today seamlessly blends physical and digital experiences.
Looking ahead, we're seeing exciting developments in sustainability, with eco-friendly options becoming increasingly popular. The concept continues to evolve with more experiential elements and community-focused approaches that treat death as a natural part of life rather than something to be hidden away.
At American Mortuary Coolers, we're proud to support this evolving ecosystem from our Tennessee headquarters. Our custom refrigeration solutions ship directly to funeral retailers across the contiguous 48 states, ensuring businesses of all types have access to the specialized equipment they need. Whether you're running a traditional funeral home, a mall-based kiosk, or an online mortuary mall, reliable preservation equipment remains essential.
We understand the unique challenges facing today's funeral professionals because we work with them every day. Our coolers are designed specifically for the industry's needs, with features that maintain dignity and ensure proper preservation in any retail environment.
For more information on equipping your funeral business with the right supplies, take a look at our Detailed Guide to Mobi Medical Supply Equipment.
The future of death care retail is evolving rapidly, and we're committed to evolving alongside it—providing the infrastructure that helps funeral professionals serve their communities with both dignity and innovation. After all, everyone deserves to be remembered in a way that truly celebrates their life, whether that planning happens in a traditional funeral home or while shopping at the mall.