WARNING TO CONSUMERS IN ALABAMA
Expert warns Alabamians about funeral industry’s costly ‘upsell’ tactics
Posted Thursday, August 21, 2025 12:30 pm @ Gulf Coast Media
Gulf Coast Media Staff Report
It’s a situation no one wants to picture, yet many inevitably face.
A loved one has died and the responsibility of making funeral arrangements falls on you.
Where do you begin? How do you balance grief with the pressure to make decisions quickly? And in the midst of sorrow, how can you be sure you’re honoring your loved one without being taken advantage of?
Losing a loved one is difficult enough without the added weight of confusing contracts and inflated funeral costs. Yet many Alabama families face exactly that, according to a report by Choice Mutual, which warns that emotional upselling and vague pricing practices can leave grieving relatives with bills far higher than expected.
Anthony Martin, founder of Choice Mutual, said some funeral providers use high-pressure sales tactics to push unnecessary services or upgrades.
“Many families often feel guilt-tripped or manipulated into spending thousands more than they planned,” Martin said. “Grief is not a sales opportunity – but unfortunately, that’s how some operators treat it. We’re talking high pressure sales tactics and vague pricing practices.”
RISING COSTS, HIDDEN FEES
A 2023 report from the National Funeral Directors Association found the median cost of a funeral with viewing and burial was $8,300, rising to $9,995 with a vault. A cremation funeral averaged $6,280.
According to the Choice Mutual report, those figures don’t include extras such as upgraded caskets, limousines, flowers, or memorial keepsakes, which can add thousands more. Bundled packages, which appear to simplify arrangements, are a common source of hidden fees. Families may end up paying for items like printed memorial cards or premium transportation they never requested.
Per the report, another tactic involves emotional pressure, with statements such as, “Wouldn’t your loved one want the best?” intended to steer families toward costly upgrades. Even caskets, one of the most expensive purchases, can be misleading. Choice Mutual notes that a casket is not legally required for cremation in any state; an inexpensive alternative container such as fiberboard or heavy cardboard is sufficient.
KNOWING YOUR RIGHTS
The Federal Trade Commission’s Funeral Rule, introduced in 1984, guarantees key consumer protections, including:
- An itemized price list before discussing arrangements
- The right to decline unwanted package deals
- The right to purchase a casket or urn from a third party without penalty
- A written cost breakdown before payment
But transparency remains limited. A 2022 survey by the Funeral Consumers Alliance and Consumer Federation of America found only 18% of funeral homes in 35 state capitals posted full price lists online, a small increase from 16% in 2017. The FTC is reviewing whether to require funeral homes to publish all prices on their websites, a step Martin says is overdue.
RED FLAGS
Choice Mutual advises families to be cautious if they encounter:
- No itemized price list provided before discussion
- Pressure to “do the right thing” by selecting more expensive options
- Claims that a casket is required for cremation
- Vague prepaid contract terms
- Suggestions that embalming is mandatory (it usually isn’t)
PROTECTING FAMILIES AND BUDGETS
According to the report, Alabama families can protect themselves by:
- Shopping around and requesting prices upfront by phone or email
- Rejecting pre-packaged deals if they include services you don’t need
- Purchasing caskets or urns from outside vendors; funeral homes cannot charge extra for accepting them
- Demanding written confirmation with a full breakdown of costs before payment
- Examining prepaid plans carefully, including cancellation terms and whether both services and merchandise are covered
- Avoiding revealing a budget, which can invite upselling
- Taking time to decide; families usually have at least two days before arrangements must be made
- Declining embalming unless necessary; Alabama law requires it only if burial or cremation is delayed “With the right information, families can avoid being taken advantage of and make choices that are respectful, affordable, and meaningful,” Martin said.
As the FTC weighs stronger rules, experts urge Alabamians to educate themselves, compare options and ask tough questions before committing to a funeral provider.
For more information on consumer rights, visit www.ftc.gov. Learn more about Choice Mutual at https://choicemutual.com.