El Buen Fin 2025 Sales Jump 26.6%, Beating Forecasts

The El Buen Fin 2025 shopping event exceeded federal and private sector sales expectations, reaching MX$219 billion (US$12 billion), a 26.6% increase over the previous year. The results were announced jointly by the Ministry of Economy (SE) and the Confederation of National Chambers of Commerce, Services and Tourism (CONCANACO SERVYTUR México).

Vidal Llerenas, Undersecretary of Industry and Commerce, SE, confirmed that the week-long discount program surpassed the MX$173 billion reported in 2024 by MX$46 billion. He noted that this year’s performance “sets a high bar” for 2026.

The sales total far exceeded the MX$200 billion target set by the federal government and business leaders. The performance aligned with early projections from Concanaco, which anticipated that average purchases would rise between 25% and 30%.

As previously reported by MBN, the fifteenth edition of El Buen Fin—held Nov. 13–17—was expected to break records. Mexico City alone projected an economic spillover of MX$65 billion. The capital’s Chamber of Commerce (Canaco CDMX) forecast a 31.9% rise in sales over last year, accounting for 32.7% of national activity.

More than 35,000 businesses participated in the 2025 edition, while six in 10 companies reported sales increases of up to 30%. Andrea Yoalli Hernández, General Administrator, Taxpayer Services, said the program remains a key driver of growth for formal businesses, particularly micro, small and medium-sized enterprises (MSMEs).

CONCANACO SERVYTUR praised the results presented by the Ministry of Economy and the Tax Administration Service (SAT), noting that El Buen Fin has become a consolidated strategy for stimulating domestic consumption, strengthening business formality and supporting family-owned enterprises across the country.

The 2025 edition registered more than 59 million transactions, with over 13,500 businesses authorized to participate in the associated sales lottery.

Mercado Libre reported record sales driven by promotions, early access deals and additional coupon incentives. Monday, Nov. 17, was the platform’s peak sales day, surpassing 3,000 purchases per minute. Tania Ramos, Director of Strategic Planning, Mercado Libre México, described El Buen Fin as one of the company’s most intense sales periods, with sales nearly doubling compared with an average day. Top categories included technology, fashion and home goods.

However, the Federal Consumer Protection Agency (PROFECO) flagged three major retail chains (Elektra, Chedraui and Coppel) for simulated discounts during the event. As previously reported by MBN, PROFECO head César Iván Escalante Ruiz detailed how some stores manipulated prices to create the appearance of significant savings.

The investigation, covering 29 cities and monitoring 399 stores and nearly 46,000 products, found cases in which prices were reduced in advance of the campaign and then increased during El Buen Fin to falsely present discounts.

“Many people suspect some establishments' fake offers, so we conducted a price survey in 29 cities before and during El Buen Fin. We monitored 399 stores and nearly 46,000 products to provide consumers with accurate information,” Escalante said.

Undersecretary Llerenas concluded that the results reflect effective public–private collaboration to stimulate economic activity, in line with the “Made in Mexico” strategy.