Background on Buen Fin and Its Significance
The Buen Fin is an annual shopping event in Mexico, similar to Black Friday or Cyber Monday in other countries. It takes place over five days, typically in late November, and offers significant discounts across various retail sectors. This year, the event is scheduled from November 13 to 17, with expectations of over 200 billion pesos in sales.
PROFECO’s Report on Consumer Complaints
The Federal Consumer Procurator’s Office (PROFECO) reported that, in the first two days of Buen Fin 2025, consumer complaints primarily focused on price, promotion, and offer breaches. Among the most reported retailers were Walmart, Sam’s Club, and Soriana.
- Complaint breakdown: 66% of the complaints pertained to price, promotion, and offer discrepancies.
- Product categories: Technology products, such as electronics and mobile devices, were the most represented in this campaign. However, they also accounted for 50% of the irregularities detected.
- Geographical distribution: The majority of complaints (nearly half) originated from the Mexico City metropolitan area, the State of Mexico, and Hidalgo.
During the inspections, PROFECO provided 4,536 consultations, with 54.2% focusing on guiding consumers about exercising their rights, 28.7% on PROFECO’s procedures, and 17.1% on channeling attention to other authorities regarding product delivery issues, cancellation of purchases, and breach of offers and promotions.
Consumer Spending Intentions for Buen Fin 2025
According to the eBay Consumer Barometer 2025, 86% of Mexicans plan to take advantage of November offers. Among them, 36% intend to spend the same amount as last year, while 51% expect to spend more. Young adults (25-34 years old) show the highest enthusiasm, with nine out of ten planning to make purchases. In contrast, older adults (55 years and above) exhibit more caution, with one in four still undecided about participating.
- Spending ranges: Research Land found that 45% of Mexicans plans to spend between 3,001 and 7,000 pesos; 25% aims to spend less than 3,000 pesos; 23%, between 7,001 and 15,000 pesos; and only 7% intends to purchase items valued over 15,000 pesos.
- Meses Sin Intereses (MSI): 54% of Mexicans plans to make purchases using the MSI payment scheme, while only 23% intends to pay in full during a single transaction.
Pablo Levy, CEO of a consumer consulting firm, advises that the genuinely beneficial aspect of such campaigns is purchasing with planning. He warns against overspending, which can lead to negative financial consequences.
Consumer Preferences for Buen Fin 2025
Research Land asked consumers about their planned purchases during Buen Fin 2025. Forty-seven percent indicated they would buy technology products like televisions, cell phones, and laptops. Thirty-one percent opted for fashion, footwear, and accessories; 20% planned to take advantage of discounts on furniture and home goods; and only 2% sought travel, services, or platform subscriptions.
Growing Acceptance of the Second-hand Market
One significant finding from the eBay Consumer Barometer 2025 is the increasing normalization of the second-hand market. Sixty-four percent of consumers consider product price and condition as crucial factors for building trust in purchasing used items.
“The Mexican consumer is evolving. Today, they seek more than just the biggest discount; they look for the greatest value: quality products with a story and fair pricing. In this context, second-hand options are no longer marginal; they’re an integral part of the purchasing decision,” said Paolo Levoni, General Director of International Market Expansion at eBay.
