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The fifteenth edition of Mexico’s national discount event, El Buen Fin 2025, achieved record commercial results, with total sales reaching MX$219 billion (US$12 billion), a 26.6% increase over the previous year. The digital channel drove much of this growth, with online sales totaling MX$45.9 billion, up 31% year-over-year, accounting for an unprecedented 21% of the campaign’s total sales.
Nearly 216,000 businesses participated during the five-day event, a 13% increase from the prior year. Companies attributed their success to attractive promotions, broad product assortments, inventory availability, and coordinated omnichannel strategies, according to AMVO’s report.
Digital Growth and Advertising
E-commerce saw strong consumer engagement, with over 1,600 websites visited and total digital traffic up 56% year-over-year. Retail sites captured 63% of all digital visits.
The digital ecosystem benefited from an intense advertising push, particularly through Retail Media, which deployed over 900,000 ads generating 1.3 billion impressions, with a 38% increase in Retail Media ads compared to 2024. Social media accounted for 66% of overall advertising activity, highlighting its growing influence.
Six out of ten Mexican internet users made a purchase during the campaign. Participation among women (52%) and consumers from lower socioeconomic segments increased notably, diversifying the buyer base. Millennials (29–44 years) remained the largest demographic at 45%, with the average digital buyer aged 36.
First-time online buyers represented 27% of digital participants, and 40% of shoppers used an omnichannel approach. The top reasons for online purchases were saving time and avoiding travel (32%) and comparing prices and variety (28%).
Payment and Product Trends
Credit cards remained the leading online payment method (48%), while Buy Now Pay Later (BNPL) appeared among the top five methods for the first time. Additionally, 47% of buyers used digital wallets.
Electronics and Fashion were popular across both channels. Beauty & Personal Care and Toys skewed online, while Home Appliances and Pantry Items were stronger in physical stores. Categories with the largest online discounts included Beauty, Electronics & Technology, and White Goods.
Customer satisfaction was high, with 92% of buyers reporting expectations were met or exceeded. Online satisfaction (86%) slightly outpaced physical stores (83%).
Strategic challenges remain, with financial limitations, lack of money or income uncertainty, cited as the main deterrents for non-buyers, followed by inventory shortages and limited product availability.