Overview Día de los Muertos Outer Sunset is an evening street celebration on 37th Avenue in San Francisco's Outer Sunset, where the block is strung with lights and garlands and people set up ofrendas for their own loved ones. Ballet folklórico dancers, DJs, artisan vendors and Latin food fill the street. Sunset Mercantile says it is the only Día de los Muertos celebration in the Sunset District, and the 2026 edition is its fifth. The producer, Sunset Mercantile, was founded in 2014 by two Sunset parents, Angie Petitt and Laura Peschke-Zingler; it runs the neighborhood's Sunday farmers market, the Sunset Night Market and the North Beach Festival, and says its events reach more than 200,000 people a year. On site The celebration takes 37th Avenue from Ortega toward Pacheco, the same stretch that holds the Outer Sunset Farmers Market and Mercantile every Sunday. Attendees are invited to set up an ofrenda table in memory of someone they have lost. Ballet folklórico dancers perform the legends of the holiday, DJs play into the night, and vendors sell traditional artisan goods and Latin food alongside beer, wine and spirits. Lotería and art activities run for families, and the Artship, a converted shipping container that is Sunset Mercantile's permanent art space on 37th Avenue, runs special activities for the holiday. Leashed dogs are welcome and the event is smoke-free. Muni's 7, 29 and 48 lines stop nearby, and there is street parking but no lot. Audience Sunset Mercantile counts about half of its audience as living in the Sunset District itself, 35% elsewhere in San Francisco and 12% from the rest of the Bay Area. Its vendors are local makers, food artisans, farmers and artists. Track record Sunset Mercantile's farmers market on the same block was named by Eater among Northern California's destination-worthy farmers markets. In 2024, on the company's 10th anniversary, Mayor London Breed declared December 7 Sunset Holiday Mercantile Day in San Francisco. Brand presence Sponsors can take the activity space with their own games, the food court, the entertainment stage or a step-and-repeat photo wall. Sunset Mercantile builds custom packages and plans them across its calendar, so a brand can carry one campaign through Día de los Muertos, Diwali, Lunar New Year and the weekly market on the same street.