In recent decades, Día de Muertos has evolved from a largely community-observed tradition into a widely recognized cultural event across the United States. Originating as a monthlong observance culminating on November 1 and 2, the holiday centers on commemorating deceased loved ones with ofrendas—customary altars adorned with mementos, food, and symbolic decorations.

Cesáreo Moreno, chief curator at the National Museum of Mexican Art in Chicago’s Pilsen neighborhood, recalled that when the museum’s annual Día de Muertos exhibit began in the early 1990s, educators expressed hesitation about bringing children to the event due to misunderstandings around the holiday’s focus on death. Over time, however, public awareness has grown significantly. Today, Día de Muertos elements are widely commercialized by major retailers such as Target, Walmart, Michaels, Walmart, Kohl’s, and Amazon. Merchandising now includes everything from altar-building kits to culturally themed Lego sets, combining representations of traditional ofrendas and calaveras, or sugar skulls.

While Moreno acknowledges the increased visibility as a positive development, he also emphasizes concern about the holiday’s cultural and spiritual meaning becoming diluted, especially in the wake of popular media portrayals such as the 2017 Pixar film "Coco," which brought Día de Muertos to a global audience. “The good news is, all these years later, enough people now know the holiday is a celebration of life and memorializing,” Moreno said. However, he cautioned that the post-"Coco" era presents challenges in maintaining the holiday’s authenticity amid commercialization and appropriation.

Moreno also highlighted the importance of distinguishing Día de Muertos from Halloween, which occurs closely in the calendar but differs fundamentally in purpose and tone. “I love Halloween. But Día de Muertos is a spiritual remembrance, and very different, and my biggest concern is that it becomes melded into Halloween,” he stated. The blending of the two celebrations, he warned, risks eroding the unique cultural and historical significance imbued in Día de Muertos observances.

As the holiday continues to gain mainstream attention and commercial appeal, community leaders and cultural custodians like Moreno are grappling with the balance between broader recognition and preserving deep-rooted traditions. The transformation of Día de Muertos from a primarily family- and community-centered ritual to a widely marketed event reflects broader trends in cultural exchange and adaptation within multicultural societies.