El Buen Fin 2026: Consumer trends and shopping strategies

The 2026 edition of El Buen Fin is scheduled to take place from November 13 to November 17. According to a study by the Asociación Mexicana de Venta Online (AMVO), nearly 80% of potential consumers intend to make purchases during the campaign. The profile of the typical buyer is approximately 38.5 years old, with a slight female majority and growing interest in the southeast of Mexico.

Consumers are increasingly strategic and rational; 50% of shoppers plan their purchases in advance, and 70% begin searching for products more than a week before the event. Key categories of interest include fashion, electronics, beauty and personal care, appliances, and mobile phones. Most shoppers (62%) plan to use an omni-channel approach, combining physical and digital stores.

To navigate the sales event effectively, experts recommend preparing shopping lists to avoid impulse buys and comparing prices across different retailers. Consumers are advised to use tools like Profeco’s ‘Quién es Quién en los Precios’ to verify real discounts and ensure that advertised savings are genuine, as not all businesses participating in the period are official participants.