Introduction to Buen Fin 2025
The Buen Fin 2025, scheduled from November 13 to 17, aims not only to boost offers but also to promote local consumption and the acquisition of products and services from micro, small, and medium-sized enterprises (MSMEs) and “made in Mexico” goods. Salomón Rosas, General Director of Competitiveness and Competition at the Secretariat of Economy, highlighted increased collaboration with state governments to promote Buen Fin, incorporate the “Hecho en México” brand, and encourage MSME participation in this edition.
Sales Targets and Growth
The goal is to reach $200,000 million in sales, a 15.7% increase from 2024’s $172,9 million. Over 200,000 businesses are expected to participate.
Strengthening Local Consumption and Mexican-Made Products
Experts during the webinar “Buen Fin: Boosting the Value Cycle of Companies in Mexico” organized by the Council of Communication emphasized the importance of promoting local consumption and expanding MSME participation.
“The aim is to strengthen national identity, encourage the values of Mexican value chains, boost regional strengths, and promote internal consumption,” explained Salomón Rosas. “Not just to consume for the sake of consuming, but to consume what’s national, support our producers, and our value chains.”
Manuel Cardona Zapata, Director of Government Relations at the National Association of Supermarkets and Department Stores (ANTAD), stressed the need to train small businesses in technology tools so they can run effective campaigns and stand out during the discount season.
“The key has been accompanying and training MSMEs, sharing best practices, and promoting ‘made in Mexico.’ This collaboration is what allows consumers to trust and engage more enthusiastically each year.”
Cardona Zapata also highlighted the importance of promoting local consumption. “Regardless of whether goods are national or imported, we need to get used to seeing the ‘Hecho en México’ label and choosing what’s ours. Being a means to reach consumers and tell them, ‘Turn around and choose Mexican over other national offers.'”
E-commerce: A Key Ally of Buen Fin and MSMEs
Buen Fin has also become a catalyst for e-commerce, which has grown by double digits in recent years.
“89% of MSMEs participating in Buen Fin reported that 15-30% of their annual sales occur during this period” according to David Pizaña, Vice President of E-commerce at Asociación de Internet MX.
Pizaña also noted that today’s shoppers are omnichannel, blending online and in-store shopping experiences while comparing prices before purchasing. With 86% of consumers making purchases via mobile phones, it’s clear that MSMEs need to strengthen their digital presence.
