Undas Economics: How Filipinos Spend on Love and Loss

Undas Economics: How Filipinos Spend on Love and Loss

Like the flickering flame of a candle illuminating a cemetery at dusk, the tradition of Undás — the combined observance of All Saints’ Day (Nov 1) and All Souls’ Day (Nov 2) in the Philippines — casts both light and shadow on Filipino lives. It’s a time when memory glows, family reunions spark, lanterns blaze, and so too do our wallets — sometimes even our credit cards.

In this article, we explore how Undas spending reflects deep cultural values, economic behaviour, and the balancing act between honouring the past and protecting one’s financial future.

When Filipinos gather at cemeteries or columbaria during Undas, spending happens in many small but meaningful ways:

Candles, flowers, food, travel, and cemetery fees

• Lighting candles and placing flowers are almost universal practices. According to a 2023 price check in Davao, candles ranged from ₱5-₱20 depending on size.
• In Metro Manila, simple flower arrangements around Undas cost roughly ₱50-₱80, while basket arrangements went for ₱150-₱350.
• Travel is another major component: the Philippine Ports Authority expects higher passenger volumes during Undas 2025 as many Filipinos return home.

“Pakisama” and the subtle pressure to spend

The Filipino value of pakisama (maintaining harmony, fitting in with the group) can often translate into spending behaviours. Families might feel socially or emotionally compelled to buy larger bouquets, pay for helpers to clean or decorate the grave, prepare family-feasts, or even share transport costs just so no one is left out. As one foreign visitor put it:

“Undas is about celebrating the dead, the good and the bad of them, but also allowing for a new, better year of family, food… and better stories.”

 Those “better stories” often come at a cost.

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Small-scale vendors and the informal Undas economy

Cemeteries become micro-economic hubs: candles, bottled water, flowers, snacks, portable chairs, and even services like helpers to clean graves. Vendors know the demand surge and sometimes adjust prices accordingly. One report warned of possible “premium pricing” for candles, flowers and bottled water as demand spikes.

The Business of the Dead

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How local markets, florists and transport services earn big

• Flower markets like the famed Dangwa Flower Market in Manila see heavy traffic in the weeks before Undas as families buy in bulk.
• Transport firms (bus, ferry, flights) ramp up services ahead of Undas, which means rising fares and longer travel times.
  
  
• At cemeteries, the rise in visitors fuels demand for food stalls, water vendors, even parking and security fees.
  
  

Price surges and “seasonal empathy pricing”

While some items remain stable, others climb. For example, candles reportedly saw price increases at a Manila cemetery in 2024. Meanwhile, the government via the Department of Trade and Industry (DTI) attempts to curb price gouging during the season.

Micro-entrepreneurs around cemeteries

Some people set up mobile stalls for a few days, selling candles, flowers or food; others offer labour or “clean-and-decorate” services for family plots. It’s a vital but under-covered facet of the informal economy.

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How guilt and love intertwine in financial decisions

Honouring deceased relatives in Filipino culture often carries both love and obligation. Some families feel that spending more equals respect; others may feel guilt if they can’t afford elaborate offerings. The emotional logic can lead to spending that strains budgets.

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Regional nuances (Luzon vs Visayas vs Mindanao practices)

• In Luzon, large cemeteries and family plots often mean bigger gatherings and more elaborate décor.
  
  
• In Visayas and Mindanao, traditions may lean simpler — home altars, local graves visits, fewer commercial pressures — but travel costs (going back to hometowns) can add up.
  
  
• One guide suggests budgeting for travel and accommodations as part of the Undas expense mix.

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Practical, modern ways to celebrate and remember

Budgeting rituals that respect both culture and wallet

• Set a fixed “Undas budget” in advance.
  
  
• Prioritise: Decide what matters most (e.g., family reunion vs large floral display) and allocate accordingly.
  
  
• Use tracking tools or apps — platforms such as Finmerkado can help compare services, monitor offers, and stay on budget.
  
  
• Explore alternatives: home altar instead of full cemetery visit; LED candles instead of fresh flowers; shared contributions by family branches.
  
  

Passing on mindful traditions to the next generation

Encouraging younger family members to adopt simpler, meaningful practices helps preserve culture while avoiding financial burdens. Teaching that honouring doesn’t always equate to “bigger spend” is key.

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Emotional wealth vs financial sense

The glow of a candle, the scent of fresh flowers, a meal shared with family — these are the intangible riches of Undas. They speak of remembrance, respect and reunion. But when financial strain overshadow these sentiments, the tradition’s meaning can erode.

In a society where love and loss intertwine deeply, it’s worth asking: what are we truly honouring? The expense itself — or the act of remembering? Caring for our finances with the same attentiveness we give our traditions allows the balance between heart and wallet to hold strong.

In this way, how we spend on Undas reflects how we value both the living and the departed — and ultimately, our own present and future.

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As you make your plans for Undas—whether populating the family plot, lighting a candle at home, or travelling back to the province—remember: you don’t have to bury your savings to honour your loved ones. With intentional planning and mindful spending, you can celebrate tradition and preserve your financial stability. And when you need a platform to help you compare options, track expenses, and stay on budget, consider visiting Finmerkado for practical tools and guidance tailored to Filipino users.

References

• “Undas Spending Guide 2025: Smart Ways to Budget…” (Finmerkado) Finmerkado
• “Prices of candles, bottled water remain stable” (SunStar Davao) SunStar Publishing Inc.
• “Manila South Cemetery sees surge in candle prices…” (DZRH) DZRH News
• “Visitation: The Filipino Way to Celebrate Undas” (Vogue Philippines) Vogue Philippines
• “Keeping Filipinos’ Undas traditions alive” (Inquirer) Inquirer.net
• “Undas: A Unique Tradition of Honoring the Dead in the Philippines” (SCJPhil) SCJ Phil
• “Philippine Ports Authority expects more passengers during Undas 2025” (ABS-CBN) ABS-CBN