Italy's long-running recession has forced families to trim spending across the board, including the financing of lavish funerals.
With the average cost of an Italian funeral running at about 4,000 euros, according to consumer groups, some bargain companies are offering a full package for less than half that price.
That is, if customers are willing to forego the most expensive trends, including walnut casks decorated with a 300-euro wreath, a 500-euro plaque, and newspaper obituaries.
Even cremation can become costly, ranging between 250 euros and 750 euros, depending on the urn to hold the ashes.
Simple plans are finding traction.
A funeral outlet store in Milan offers a basic package for 1,499 euros that still offers some upgrades.
Other operators are offering a complete pre-planning package that allows clients to pay in advance and choose exactly what they want in their funeral, from the psalms to the flowers to the funeral car.
These boast such slogans as 'why should your loved ones cry twice - once at the funeral and again at the bill?'.
The early-bird payments are held in a kind of an interest-bearing trust and can even be financed over time with some tax deductions available.
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