• History
  • Traditions
  • Marketing Activities

History of All Saints’ Day

The definition of the All Saints’ Day holiday as a greeting service to commemorate all saints, known and unknown, is literal. It means that on this day all the righteous souls who didn’t make their way to the canonization still get the recognition they deserve.

During the early middle ages period, the churches across the world have aimed to set up the All Saints’ Day as an observance separated from any of the local influence. Beautiful appreciation services had been held in the churches and cathedrals across all catholic countries on that day since the 7th century. Yet, it still couldn’t avoid overlapping with pagan history.

In the UK countries, the 1st of November marks the beginning of winter also known as Celtic Samhain. Ancient Celts associated it with the creatures of death and night overcoming the earth. They tried to scare them off with bright bonfires and wearing animal hides. Sounds familiar? Yes, you can easily trace this tradition in the modern Halloween party images.

As centuries passed, All Saints’ Day had spread further and taken on more messages and rituals. Today it is one of the most important November commemorations not to be missed globally. Belgium, the country in Europe, has even made it a national public holiday.

Traditions of All Saints’ Day

While the key emotion of the holiday varies in different countries from quiet reflection in Germany to the lively party in Mexico, the most common activity for the All Saints’ Day is to go to the cemetery, whitewash the tombstones and decorate them with the flowers and gifts for your deceased.

In Mexico and Southern States, lots of funny garlands and lighted candles illuminate the churches and temples on this day, creating an uplifting ambiance and sense of unity between generations. The tradition of dropping orange flower petals around the graves shapes an iconic world-famous picture.

A traditional way to welcome the Day of All Saints in different cultures is to cook food specials for this occasion. The exact recipes vary, but it’s usually baked and sugary. The names for the dishes get grim-creative, so expect to get anything in a range from Sacred Bones to Sugar Skulls, especially if you’re a kid.

Kids in all countries usually get the candies and sweets to brighten up the whole graveyard visiting experience. This invitation to indulge took its ultimate form in Hallow’s Eve or Halloween trick-or-treating, which now grew into a unique pop-culture promotion event.

Marketing Activities for All Saints’ Day

Industries that are spiking on All Saints’ Day are confectionery, decorations, and food. The stores amp up their activations, it’s a good time to run the sample stands and try your ideas for partnerships.

There is information that in some European countries, up to 36% of the population visit cemeteries to bring flowers on that day—sounds like your cue, flower companies!

If your All Saints’ Day social media plan includes work with the influencers, make sure it is properly represented. It is a good day to roll out engaging slogans resonating with your audience and even make your own branded photos for the cover.

In the Philippines and some Latin countries, All Saints’ Day is the time for the family reunion, so expect a lot of family-driven content in this period. Why not run a user-generated Instagram contest to boost your engagement rates? Offer family deals and discounts in return for the selfies with your logo and be proactive in engaging with potential customers.

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Colors of All Saints’ Day


In Western Christianity, white is the key liturgical color, while in Eastern Christianity, it’s green. All Saints’ Day marks the beginning of winter in Europe and North America, it is associated with winter and the long night. Therefore, black takes the lead as the symbolic color of this holiday.

Red clothes are worn on this day in the catholic countries to represent the blood of martyrs and saints who have died violently.

Bright orange color is associated with pumpkins and flower petals, the symbols of the All Saints’ Day. The happy autumn color gives a kick to the otherwise dark holiday.

The warm yellow color of the candlelight flickering represents the glorified souls remembered on this day.

Symbols of All Saints’ Day

Sweets—Candies on All Saints’ Day range anywhere from the layered chocolate-wafer bites in Eastern Europe to the bitey decorated sugar skulls in Mexico. Each country has a unique kind of its own, so make sure to research your region.

Bright flowers—You will be stunned by images of the world’s various cemeteries during this day. All kinds of the resting grounds, from the vast fields to the stacked columbarium walls to the colorful concrete graveyards explode with the fresh flowers brought by relatives and friends.

Graves Paraphernalia—Angel statues, crosses, monuments, candles, and holy quotes are widely used symbols of All Saints’ Day in countries that celebrate. When you’re in Spain, expect to see lots of them made of marzipan. When you’re in Canada, they’ll be on your lawn.

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