Demand for Dignity’s cheapest funeral service is up from 7% of all its funerals to 15%
Relatives are increasingly choosing no-frills cheaper funerals and seeking the best deal.
Demand for Dignity’s cheapest funeral service has risen from 7 per cent of all its funerals to 15 per cent since it lowered the cost from £2,700 to £1,991 in January to combat rivals.
However, chief executive Mike McCollum, 50, added: ‘More people have chosen the traditional, more expensive funeral than we expected and the overall average income per funeral is higher than we thought.’
Its cheapest funeral is about £2,000 less than the full-service option.
Yesterday, Dignity booked sales of £95million in the first quarter of the year, compared to £93million last year, with a profit of around £37.5million.
Deaths in the UK in the quarter are up 8 per cent to 181,000.
Last year, the company conducted 68,800 funerals compared to 70,700 in 2016, or roughly 11.5 per cent of all deaths in Britain.