Dates Announced for El Buen Fin 2025: Mexico’s Biggest Sale

Mexico City — The government has announced that the 2025 edition of El Buen Fin—Mexico’s premier nationwide shopping event—will take place from November 13 to 17. As the program marks its 15th anniversary, the Secretariat of Economy (SE) confirmed that business registration will now be fully simplified and free starting July 24. The move coincided with the signing of operational rules at the SE headquarters, signaling renewed momentum for institutional coordination around this highly anticipated consumer event.

Origins and Objectives

First launched in 2011, Buen Fin was inspired by the U.S. Black Friday, created through a collaboration between Iniciativa México, private-sector trade associations, banks, and the federal government to boost consumption and formal commerce toward the end of each year. From its outset, the goal was to stimulate economic activity, improve quality of life via discounts and promotions, and generate meaningful income before the holidays.

This year’s version includes an extra day, with the event running for five days, and features initiatives to promote participation from micro, small and medium enterprises (MiPymes). A commemorative lottery ticket will also mark the anniversary, offering consumers chances to win cash prizes when spending with debit or credit cards.

Historically, Buen Fin has generated significant commerce—sales in 2023 rose nearly 8% year‑over‑year, with 25% of revenues coming from online channels, while the 2024 edition surpassed expectations with a ~79% increase in total sales and a 25% growth in online transactions compared to 2023. In 2019, revenues totaled roughly 120 billion pesos, and 2020’s expanded twelve-day event saw 238 billion pesos in sales.

Consumer Protection and Oversight

The Procuraduría Federal del Consumidor (PROFECO) will maintain a robust presence during the event, providing real‑time assistance, complaint mediation, and inspections of promotions. A special hotline and extended surveillance operations are planned, with a focus on combating deceptive marketing and enforcing fair pricing. Consumers are advised to compare offers, avoid impulsive purchases, and confirm the legitimacy of promotions.

In past years, PROFECO has successfully recovered over 1.28 billion pesos for consumers due to irregular pricing or misleading promotions during Buen Fin 2024.

Despite official optimism, critics question the economic benefits for consumers. Studies by consumer advocates such as El Poder del Consumidor suggest many deals are not true discounts, but structured financing or bundled promotions that encourage debt. Academic researchers have found that average price reductions during Buen Fin hover around 7%, with many offers simply mimicking standard store credit conditions. Economists warn of overextension via “months without interest” financing, allowing long-term debt accumulation for goods purchased impulsively during the event.

Organizational Structure

Buen Fin is organized annually by a coalition including the Secretaries of Economy, Treasury, Tourism, SAT, plus private-sector partners such as the Association of Banks of Mexico, ANTAD, Concanaco‑Servytur, COPARMEX, and others. Many national retailers—both physical stores and e-commerce platforms—participate, while chains like Walmart and Alsea operators run their own parallel promotions under names like “El Fin Irresistible”.

Starting July 24, business registration for Buen Fin 2025 is free and streamlined, encouraging broader MiPyme participation. This change aims to improve inclusivity while reinforcing domestic consumption and the “Made in Mexico” brand under the Plan México initiative.

Takeaways for Consumers

As the event nears, shoppers should:

• Verify real discounts via price comparison—before and during the event.
• Confirm the credentials of online sellers; avoid purchases from informal or unverified platforms.
• Know their rights and how to contact PROFECO for complaints or billing irregularities.
• Use credit responsibly; while promotions like “months without interest” are common, they may create burdensome debts.
• Shop from formal businesses registered for the event to ensure legal protection and participation in potential lottery draws coordinated by the SAT as part of the consumer incentive program