Hot Sale 2025: 90% Plan to Shop, Spending to Grow 20% YoY

Hot Sale, one of Mexico’s most significant online sales events, continues to grow in popularity, with increased consumer spending and engagement anticipated in 2025. According to an Ipsos and Google survey, nine out of ten Mexicans plan to shop during the event, intending to spend 20% more than in 2024.

The survey reveals that 77% of respondents expect to spend over MX$3,000, an increase of approximately MX$600 compared to last year. Meanwhile, data from the Mexican Association of Online Sales (AMVO) shows that seven out of ten shoppers may exceed MX$5,000 in spending during the campaign. “Despite higher expenditures, discounts remain the primary purchase driver, leading to more deliberate research before buying,” said Juan Vallejo, Retail Lead at Google Mexico, during a press conference.

Google reports that 47% of consumers start researching more than a month in advance, with categories like travel and automotive prompting up to three months of planning. Consumers use multiple platforms for this research: 70% rely on at least two channels, including Google Search, YouTube, mobile apps, and social media. “Brands can leverage this to increase awareness, prepare audiences, and foster customer loyalty,” Vallejo added.

Video content plays a pivotal role, with 87% of Mexican users considering creator-generated content on YouTube to be trustworthy, according to Kantar. Mobile apps are the preferred shopping channel for 63% of users, who use them to compare prices, track orders, and access exclusive deals. Online searches remain crucial, with Google and YouTube involved in 67% of discovery paths that lead to new brands or retailers.

Four strategic takeaways for businesses emerge:

1. Early research: Consumers start shopping preparations well in advance, requiring brands to engage audiences early.

2. Omnichannel strategies: Multi-channel behavior highlights the need for paid placements and influencer partnerships.

3. App optimization: Apps are vital touchpoints; enhancing user experience and promoting early downloads is essential.

4. Search-driven discovery: Online searches are critical for brand visibility and consumer decision-making.

The rise of digital commerce is particularly impactful for small and medium-sized enterprises (SMEs). Tiendanube predicts that businesses on its platform will grow sales by 50% during Hot Sale 2025 compared to regular months. SMEs typically generate 40% of their monthly revenue and 3% of annual sales during the event week.

For 2025, Tiendanube projects a 23% increase in sales compared to 2024, with an average ticket size of MX$1,700, reflecting an 11% rise. The fashion category leads the way, accounting for 32% of 2024 sales and expected to grow by over 20% this year. Pet products and jewelry are also set to see significant increases of 85% and 72%, respectively, compared to regular weeks.

Credit cards remain the top payment method, representing 30% of transactions, followed by debit cards at 25%. Both are projected to see a 5% rise this year. Home delivery is expected for 95% of transactions, a 7% increase from last year. Notably, the second day of Hot Sale records the highest transaction volume, particularly at midnight.

“Each year, more Mexican consumers prioritize buying from local SMEs,” said Luis Gómez, Director of SMEs, Tiendanube Mexico. “Technology plays a key role in supporting entrepreneurs through tools for store creation, payment processing, and delivery.”

Despite high consumer interest, financial literacy remains a concern. The 2024 National Survey of Financial Inclusion (ENIF) found that while 76% of Mexicans have credit, many lack the skills to manage it effectively, especially during sales events like Hot Sale. Credmex, a personal credit platform, warns of the risks associated with improper credit use during such campaigns.

Common financial pitfalls include treating credit as a salary extension, overspending, making only minimum payments, ignoring interest rates, and neglecting to review credit histories. “Every charge represents a debt that must be repaid, often with interest if not settled promptly,” Credmex experts stated. “Overspending beyond monthly capacity can lead to a cycle of debt.”