Cozumel, Mexico — With the start of Buen Fin 2025 just days away, official optimism is contrasting with growing distrust among consumers, who doubt the effectiveness of the surveillance announced by authorities and fear that discounts will be limited to simple advertising strategies.
Although the program was presented with the promise of "real offers and fair prices," residents of the island insist that the same story repeats every year: products become more expensive in the days before the event, with minimal markdowns that do not represent real savings.
Authorities, however, have insisted that businesses were "fine-tuning details" to comply with national guidelines. According to reports from the Secretary of Tourism and the Concanaco Servytur, "businesses are being asked not to alter prices or apply fictitious discounts," without specifying what penalties those who fail to comply will face.
Consumers and small business owners, nonetheless, consider the official monitoring to be insufficient and believe that inspections by the Profeco often arrive late or are limited to symbolic operations.
During the five days of the program, from November 13 to 17, an increase in commercial activity is anticipated, but also an increase in complaints about misleading promotions. In previous years, reports of fake offers and confusing advertising called into question the effectiveness of local supervision.
While the authorities promise "trust and transparency," the citizens of Cozumel are asking for actions, not speeches. If there is no real vigilance or exemplary sanctions, they warn, the Buen Fin will once again be more of a marketing showcase than a true economic benefit for families.
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