Chula Vista shop owner shares low-cost ways to build Day of the Dead altars

Families in the San Diego area can build a traditional Day of the Dead altar for as little as $10, though total costs often reach $130. Daisy Romero, co-owner of Amor Eterno in Chula Vista, says the expense depends largely on whether buyers choose fresh flowers or reusable items. The altar, or ofrenda, serves as a central space where families welcome the spirits of deceased loved ones to visit.

Romero advises against worrying about high costs, noting that the celebration is about honoring memory rather than spending money. She suggests using linen already found at home to drape the altar and adding personal mementos to create a unique display. Simple additions like a glass of water and a written name can serve as a focal point without requiring expensive supplies.

For floral arrangements, Romero points to local garden centers and bulk wholesale options for fresh marigolds. Artificial or silk flowers offer a lower-cost alternative, with prices starting just under $17. These synthetic options allow families to use the same flowers for multiple years, reducing the annual outlay for the November celebration.

A key strategy for saving money is repurposing decorations for other holidays. Romero explains that her shop uses plastic marigolds and pine cones that double as Thanksgiving and Christmas decor. The same pine cones used in the Day of the Dead altar can be placed on pumpkins for the autumn holiday. This approach turns a single purchase into a multi-season resource.

Residents who prefer not to construct an altar at home have another option. A community event in Downtown Chula Vista allows participants to add their loved ones to a shared public altar. The event is free and open to the public. This year, the gathering is scheduled for Sunday, November 1, from 3 p.m. to 7:30 p.m.

The community altar provides a space for those who want to participate in the tradition without the cost or labor of a home setup. Families can contribute photos or items to the collective display. The event runs for four and a half hours in the city center, offering a structured time for remembrance.