Mexican Shoppers Set to Keep, Raise Spending in El Buen Fin 2025

Seven in ten consumers in Mexico plan to maintain or increase their spending during El Buen Fin 2025, according to the Mexican Association of Online Sales (AMVO).

The study, El Pulso Buen Fin 2025, found that 51% of shoppers expect to spend the same as last year, 24% plan to spend more, 25% plan to spend less, and 8% will participate for the first time.

This year’s edition, running Nov. 13–17, will be the longest in history. AMVO analyst Daniela Orozco noted that consumer spending expectations remain aligned with previous years.

Based on a national survey of over 250 internet users, the report found that digital purchases averaged MX$1,628 (US$88) per order in 2024—up 12% from 2023—with an average of seven items per transaction.

Orozco highlighted that consumers are expected to prioritize savings and higher-value items while actively seeking promotions, with 80% of internet users planning to make purchases during the event.

This year also marks Walmart’s return to the campaign and OXXO’s debut. While the impact of these additions has yet to be measured, payment trends show points, rewards, and cashback methods surpassing in-store cash, particularly among younger and less banked consumers. Credit and debit cards remain the most popular payment methods.

Top categories include fashion, electronics, personal care, cellphones, and toys, with niche segments like luxury goods, pet supplies, automotive, and pharmacy products growing in popularity among younger buyers.

Orozco noted that new buyers aged 18–24 are increasingly active, requiring businesses to adapt strategies, communications, and product offerings. Men remain more likely to shop (59%) than women (40%), with the 35–44 age group showing the highest participation.