It may sound like a solemn affair, but the Day of the Dead – which blends indigenous and Catholic ritual – is a convivial celebration that allows Mexicans to reconnect with deceased loved ones.

Skulls and skeletons are popping up in stores around Chicago, but they’re not your typical Halloween fare. Look closely and you’ll see them paired with colorful flowers, dressed as bride and groom, or made from sugar with intricate designs.

Día de los Muertos is not Mexican Halloween.” The declaration is increasingly repeated by non-Latinos too. Drawing a clear line between the two holidays is a rhetorical strategy to protect Day of the Dead’s integrity as Mexican cultural heritage and separate it from American popular culture.