Marigolds

Marigolds for sale at the Sacramento Farmers Market where I was shopping with family this morning. We purchased a bunch for our altar. (see extra)

From Wikipedia:
The Day of the Dead (Spanish: el Día de Muertos or el Día de los Muertos)[2][3] is a holiday traditionally celebrated on November 1 and 2, though other days, such as October 31 or November 6, may be included depending on the locality.[4][5][6] The multi-day holiday involves family and friends gathering to pay respects and remember friends and family members who have died. These celebrations can take a humorous tone, as celebrants remember amusing events and anecdotes about the departed.[7] It is widely observed in Mexico, where it largely developed, and is also observed in other places, especially by people of Mexican heritage.
What is the significance of marigolds in Mexican culture?

Known in Mexico as 'the flower of the dead', the Mexican marigold plays a key role in the annual Dia de los Muertos (Day of the Dead) festival. The blooms are used to decorate altars to the dead, known as 'ofrendas', with their bright orange colour and strong scent thought to help guide the spirits of the dead home