Early Planning Key as Mexicans Gear Up for Buen Fin, Black Fiday

The discount season, including El Buen Fin, Black Friday, and Cyber Monday, should be seen as an extended sales period, with each event attracting a distinct consumer profile, according to a survey of 1,000 respondents by Google and Ipsos.

The study confirms that the combined "Buen Black Cyber" period has grown in significance, with 94% of respondents planning to make purchases. Nearly six in 10 begin planning before the events start.

Consumer strategies vary across the three major discount periods. El Buen Fin emphasizes pre-planning, with 33% of respondents knowing exactly what they intend to buy before the event. Black Friday and Cyber Monday reflect a more opportunistic approach, driven by discounts. For instance, 62% of consumers said a strong discount could persuade them to buy on Black Friday, while 71% remain open to exploring better offers, maintaining flexibility in pursuit of the “best possible deal.”

Growing Recognition and Planning
El Buen Fin maintains dominant recognition at 98%, while awareness of the other events is rising. Black Friday is now recognized by 80% of respondents, up 10 points from 2024, and Cyber Monday recognition surged 18 points to 50%.

Planned spending for the 2025 Black Cyber season is up 3% year-on-year. Consumers focus their research on clothing, footwear, and accessories (54%); home appliances (41%); cell phones (39%); TVs, audio, and video (36%); and laptops, peripherals, and video games (33%).

The Non-Linear Consumer Journey
Juan Vallejo, retail industry lead, Google, highlighted that understanding consumers’ different approaches across events—and their multi-channel search for inspiration—creates opportunities for brands.

The consumer journey is increasingly non-linear, moving fluidly between visualizing (streaming), scrolling, searching, and shopping. Google and YouTube are the second most-used channels for information during the discount season, with:

• 90% of Mexican consumers use Google or YouTube daily.

• Google serves as the top platform for timely, accurate information.

• YouTube and Google present two-thirds of purchase journeys.

• 77% agree that YouTube Shorts helps discover new products, brands, and services.

The study concludes that Buen Black Cyber is a decisive period where purchase intention, anticipation, and discovery converge.