Elektra, Chedraui, Coppel Under PROFECO Scrutiny Over Discounts

The Federal Consumer Protection Agency (PROFECO) identified three major national retail chains, Elektra, Chedraui, and Coppel, for engaging in simulated discounts during the 2025 edition of El Buen Fin, held Nov. 13–17. PROFECO head César Iván Escalante Ruiz presented the findings on Dec. 1, detailing how certain branches manipulated prices to create the appearance of significant savings during the five-day event.

The investigation, conducted across 29 cities and monitoring 399 establishments and nearly 46,000 products, revealed instances where prices were temporarily lowered before the campaign and then inflated during El Buen Fin to simulate discounts.

“Many people suspect that some establishments are faking offers, so we conducted a price survey in 29 cities during the weeks leading up to El Buen Fin and throughout the campaign. We monitored 399 stores and nearly 46,000 products to provide consumers with accurate information,” Escalante said.

Documented Cases of Price Simulation 

• Elektra: A 50-inch screen at the 20 de noviembre branch in Durango was kept at a low price before the sale, then raised during the event to simulate a discount.

• Chedraui: A stove at the Mina branch in Villahermosa, Tabasco, showed significant price fluctuations before and during the campaign.

• Coppel: A refrigerator at branch 438 in Tlaxcala displayed a similar pattern of price inflation leading into El Buen Fin.

“These are cases of malpractice. Such practices should not be repeated in future commercial campaigns,” Escalante cautioned.

Consumer Protection and Resolution 

PROFECO maintained operations throughout the event, receiving 56 complaints nationwide and successfully resolving 53 of them. The agency recovered MX$232,440 (US$12,710) for consumers and provided over 4,500 consultations on rights and complaint procedures.

Most complaints involved technology products such as screens, home appliances, and mobile devices. The highest volumes were reported in Mexico City, the State of Mexico, and Hidalgo.

Verified Discounts and Price Tools

PROFECO also recognized retailers offering verified discounts consistent with previous monitoring and encouraged consumers to use the “Quién es Quién en los Precios” tool, which tracks complete price histories to confirm discount validity.

Although the total economic impact of the campaign has not yet been published, the fifteenth annual El Buen Fin was projected to reach record sales. Mexico City alone expected an economic spillover of MX$65 billion. The National Chamber of Commerce, Services, and Tourism of Mexico City (Canaco CDMX) projected a 31.9% sales increase compared to last year, accounting for 32.7% of national sales, as previously reported by MBN.