Key Insights from the “El Pulso Buen Fin 2025” Report by Mexican Online Sales Association (AMVO)
According to the “El Pulso Buen Fin 2025” report by the Mexican Association of Online Sales (AMVO), seven out of ten consumers plan to maintain or increase their spending during El Buen Fin, the longest edition of this shopping event taking place from November 13 to 17.
Spending Intentions
- 51% of participants anticipate spending the same as in previous editions.
- 24% plan to increase their average purchase amount.
- 25% expect to spend less, while 8% will make their first purchase.
- Seven out of ten consumers will shop both in-store and online.
Consumer Behavior Analysis
Daniela Orozco, an analyst from AMVO, stated that there is no significant change in consumer spending behavior compared to past editions. Last year, each digital purchase had an average ticket of 1,628 pesos (12% more than in 2023), with an average of seven items per order.
This edition is expected to see consumers focusing more on savings and high-value items, seeking greater offers and promotions. Shoppers are becoming more complex, intensive in their purchases, and selective, not merely following advertisements.
Eight out of ten internet users plan to buy products or services during this commercial event, indicating a stable trend.
Payment Methods
A notable shift in the ranking of payment methods is the rise of points-based payments, bonuses, or cashbacks, now ranking fourth, surpassing cash payments in-store.
Historically, this payment option has been ranked 7th or 8th. In this edition, it is among the top five options, according to Daniela Orozco.
The interest in these payment methods is attributed to the changing demographic mix, with young segments not yet fully banked. Many of them do not fall under the credit card category.
Credit and debit cards remain the most crucial payment methods, with departmental credit cards ranking third.
Expected Benefits
The most anticipated benefits during El Buen Fin are interest-free months, especially 12-month plans, as well as bonuses, minimum purchase amounts, and loyalty program points.
28% of consumers plan to shop exclusively online during El Buen Fin, with supermarkets, department stores, marketplaces like Pure Praise, manufacturers, and specialized platforms being the most frequented sites.
The preference for digital channels stems from convenience, such as time-saving and avoiding travel.
High-frequency consumption categories include fashion, electronics, beauty and personal care, mobile phones, and toys.
There’s a noticeable uptick in niche categories (luxury items, pet food, automotive, and pharmacy), particularly among young shoppers seeking lower-risk categories.
New Wave of Shoppers
One significant change in this edition is the emergence of a new wave of shoppers, primarily within the 18 to 24 age range.
Orozco emphasized the need to adapt strategies to include these new shoppers, considering innovative communication methods and product offerings.
The male segment remains the most interested in shopping, accounting for 59% compared to 40% of women. The most influential age group is 35 to 44 years old.
