El Buen Fin 2025 Extends to Five Days, Expected to Boost MSMEs

El Buen Fin 2025 will run from Thursday, Nov. 13, to Monday, Nov. 17, marking the 15th edition of Mexico’s annual shopping event with several changes announced by the Ministry of Economy.

The event will last five days and will see increased participation from MSMEs and the introduction of the Hecho en México seal to promote domestic products.

The retail chain OXXO will join the program for the first time, according to an announcement on Aug. 27 during a press conference attended by government officials and executives from OXXO and FEMSA. Alejandro Arellano, Operations Director, OXXO, said the company will extend communication efforts across its physical stores and digital platforms to improve access to purchasing opportunities. 

The Ministry of Economy said OXXO’s involvement reflects a commitment to supporting local production, noting that over 90% of the products it sells are made in Mexico.

Walmart de México (Walmex) may also return to the program after a six-year absence. Salomón Rosas Ramírez, Director General of Competitiveness and Competition, Ministry of Economy, said the company has agreed in principle to participate, although Walmart has not confirmed this officially. The Confederation of National Chambers of Commerce, Services and Tourism (CONCANACO SERVYTUR) acknowledged Walmart’s possible return in a statement.

Organizers reported that more than 300 MSMEs have already registered for the event, and additional businesses are expected to join. According to official figures, sales during the 2024 edition reached MX$172.9 billion, a 16.2% increase over 2023, supported by a 23% rise in e-commerce activity.

For 2025, organizers plan to expand digital integration with QR codes, business training programs and coordination with state-level economic development agencies. The campaign will also include a commemorative Hecho en México logo and a special lottery ticket by the National Lottery.

The event coincides with Mexico’s Revolution Day holiday, which officials said offers a favorable period for seasonal purchases. The Tax Administration Service will continue the fiscal lottery for card transactions, and the Federal Consumer Protection Agency will conduct monitoring operations to ensure compliance with discount and promotion rules.