NFDA study finds growing demand for personalized, transparent funeral services

By AI, Created 6:46 PM UTC, May 28, 2026, /AGP/ – NFDA’s 2026 Consumer Awareness and Preferences Study shows families are moving toward more personalized memorials and clearer online pricing as they plan end-of-life services. The findings suggest funeral homes that combine flexibility, digital transparency and professional guidance are better positioned to meet changing consumer expectations.

Why it matters: - Families are changing how they plan funerals, memorials and celebrations of life. - The shift favors personalized services, clearer pricing and more digital decision-making. - Funeral homes that adapt may be better aligned with what consumers now expect.

What happened: - The National Funeral Directors Association released its 2026 Consumer Awareness and Preferences Study on June 2, 2026. - The research found stronger demand for personalized, experience-driven memorialization. - The study also found rising expectations for digital transparency.

The details: - 48.0% of consumers are open to using a certified celebrant to lead a service, up from 36.3% in 2025. - Families are broadening service locations beyond cemeteries to banquet halls, outdoor settings and home funerals. - 30.3% of respondents have used banquet halls for gatherings. - 18.3% have used outdoor settings. - 10.2% have used home funerals. - 62.1% of respondents have attended a service led by someone other than a faith leader. - 66.4% of consumers visit funeral home websites to review burial and cremation options, contact information and pricing. - 33.2% said online reviews solidified their choice of provider, up from 14.4% in 2025. - 82.4% are more likely to engage a firm that posts its General Price List online. - Only 65.7% of those who received a General Price List found it easy to understand. - 57.2% still rely on in-person conversations to make sense of final costs. - If a death occurred today, 75.9% of consumers would likely contact a funeral director for help. - 93.6% of those who have planned a funeral said the experience met or exceeded expectations.

Between the lines: - The study points to a market where convenience matters, but clarity still drives trust. - Online information helps families start the process, yet many still want a person to explain pricing and final decisions. - NFDA President Dan Ford said families are seeking authenticity and that members are adapting with creative, personalized care. - Ford also said commemorating a loved one is a vital first step in healing.

What’s next: - Funeral homes may continue expanding online price disclosures, website tools and review management. - Providers may also lean further into customizable services and nontraditional venues. - Consumer demand for professional guidance is likely to remain strong even as self-directed planning grows.

The bottom line: - NFDA’s new research says families want funeral services that feel personal, easy to understand and backed by expert help.