Wal-Mart has started selling caskets on its Web site at prices that undercut many funeral homes, long the major seller of caskets. The move follows a similar one by discount rival Costco, which also sells caskets on its site.  Wal-Mart, based in Bentonville, Ark., quietly put up about 15 caskets and dozens of urns on its Web site last week.

Prices range from $999 for models like "Dad Remembered" and "Mom Remembered" steel caskets to the mid-level $1,699 "Executive Privilege." All are less than $2,000, except for the Sienna Bronze Casket, which sells for $3,199. Caskets ship within 48 hours. Federal law requires funeral homes to accept third-party caskets.

The move gives more power to consumers and helps them avoid high mark-ups on caskets, which can often be several hundred per cent, said R. Brian Burkhardt, a funeral director . "You can get a quality casket for $1,000 rather than pay $2,000, $3,000 or $5,000 in a funeral home. That's where it helps the consumer," he said.

The industry is not too concerned about Wal-Mart entering the market, said Pat Lynch, president-elect of the National Funeral Home Directors Association. Consumers have been able to buy caskets online and from other sources for years, with minimal effect on the business, he said.

Wal-Mart's prices for caskets don't differ greatly from those offered at funeral homes, most of which range from $500 to $5,000, Lynch said. He declined to give an average price, saying a casket selection is a personal one.

He said Wal-Mart can't offer one thing funeral directors do have: the ability to comfort someone during a trying time.   "There's no question in my mind as a funeral director for nearly 40 years that the most critical element is the human contact," he said.

What would Private Frazer say? " We're doooomed!"

It wasn't long before other supermarkets joined in.

Suggested by Cathy... thanks Cathy!

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