Pilsen Flower Shops Prepare for Día de los Muertos Amid Growing Demand for Cempasúchil.
PILSEN — Flower shops in Pilsen are busy preparing for Día de los Muertos, a significant holiday when the demand for marigolds, or cempasúchil, increases dramatically. This Mexican tradition, observed from October 31 to November 2, brings families together to honor the lives of their deceased loved ones.
A key element of Día de los Muertos is the ofrenda, or altar, where families place cempasúchil, photographs, and personal items of their loved ones. The bright marigold flowers are believed to guide the souls of the departed back to their families.
While the holiday lasts only a few days, local flower shops begin accepting preorders for cempasúchil well in advance. Zenia Ruiz, co-owner of Flor de Monte at 1951 W. 22nd St., has seen demand for the vibrant orange flowers soar as awareness of the holiday grows.
“More people are becoming aware. It used to be a quiet event celebrated at home,” Ruiz explained.
Flor de Monte, which opened in 2002, initially sold only 10 to 20 bunches of cempasúchil each season. After completing her MBA at DePaul University, Ruiz began working at the shop with her mother. In 2017, she noticed a shift, with customers of all backgrounds seeking marigolds.
“At our peak, we sold over 300 bunches,” she said.
The shop now starts taking preorders in mid-October to ensure customers receive the freshest flowers for their ofrendas. Outside of the holiday, Flor de Monte focuses on event arrangements and no longer offers walk-in sales.
Ruiz finds joy in sharing this cultural tradition with her 12-year-old daughter, who enjoys helping to decorate their family ofrenda. “It’s a beautiful tradition. I love that my daughter embraces it,” Ruiz said. “She has something I didn’t.”
The rising recognition of Día de los Muertos has led to an increase in Latino-owned flower shops and boosted local businesses, including grocery stores that also sell cempasúchil. “There are so many more floral studios now, especially those led by Latinas. This is fantastic,” Ruiz noted. “More people are now able to find cempasúchil easily.”
Another shop, Semillas, located at 1848 S. Blue Island Ave., also sells cempasúchil. Owner Angélica Varela, who opened the store in 2020, has quickly established it as a go-to place for these flowers.
Varela explained that it is now easier to buy cempasúchil wholesale. “With rising demand, many farmers are starting to pre-cut flowers,” she said.
Semillas offers preorders but keeps extra flowers in stock for walk-in customers. Varela emphasizes her desire to ensure no one is turned away from celebrating the holiday. The store typically sells about 300 bundles each season, priced at $16 each.
Despite the bustling business, both Varela and Ruiz prioritize community over profit. “At the end of the day, the margins aren’t great,” Ruiz admitted. “For us, it’s about providing the flowers.”
Customers like Gabriel Mendoza, a lifelong Pilsen resident, appreciate this community focus. He celebrates Día de los Muertos with his grandmother and frequents Semillas. “It’s not just about buying. They care about what you’re going through and what you need. It’s a community here,” Mendoza said.
Ruiz reflects on the emotional significance of Día de los Muertos. The holiday allows people to confront both grief and love. For her, it is a time to remember her late grandmother, Maria Ruiz. Although the pain of loss is palpable, she also finds joy in the memories shared during this time.
“The grief is there, but so is the joy,” Ruiz said. “The flowers bring warmth and brightness, creating a beautiful way to honor our loved ones.”
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