El Buen Fin 2025: Mexico’s USD $9B sales weekend

Mexico’s answer to Black Friday, El Buen Fin, is coming soon!

Mexico is Latin America’s second-largest eCommerce market, and it’s showing no signs of slowing down. The country’s online commerce is expected to grow from from USD 126 billion this year to USD 184 billion by 2027, a rise of about 46% in just two years, making Mexico one of the fastest-growing eCommerce markets in the world.

El Buen Fin 2024 reinforced that momentum. The annual shopping event generated around USD 9 billion in sales. The results reflect shoppers’ growing enthusiasm for both online and in-store deals, with digital channels contributing roughly USD 1.7 billion, a clear sign that eCommerce continues to gain ground in Mexico’s retail scene.

On November 13 2025, Mexico will kick off its biggest weekend-long sales event, the annual El Buen Fin, where local retailers sell their products under massive discounts during five days, from November 13 to 17.

What is El Buen Fin?

El Buen Fin, short for “El Buen Fin de Semana” (“The Good Weekend”), began in 2011 as an initiative to support Mexican retailers and encourage local shopping. Inspired by the North American Black Friday, it takes place every November on the weekend preceding the Mexican Revolution holiday, offering major discounts across the country.

Why is El Buen Fin relevant?

El Buen Fin is the country’s second most relevant shopping event among online buyers, just behind Christmas. Besides already being a bigger event than Mexico’s Black Friday or “Hot Sale” event, the weekend occasion allows shoppers across the country to take advantage of huge discounts on everything. Nearly 60% of internet users made a purchase during El Buen Fin last year, underscoring how deeply the event has become part of Mexico’s shopping culture.

Some businesses use the shopping event as a way to drive up pre-Christmas sales, whereas other businesses attract foreign customers seeking to cash in on the massive discounts.

How can merchants get the most out of El Buen Fin?

Here are three tips for how international and local businesses can have a profitable year:

1. Adapt locally

This event is one of the country’s biggest fairs, while occurring once a year amidst other regional shopping days. People in Mexico wait all year for this one-off event. Therefore, buyers expect massive discounts.

For new eCommerce brands, quickly learning about the region and its trends is imperative, because localizing and settling in swiftly allows buyers to familiarize themselves with brands and the brand products.

2. Have a variety of local payment solutions

If you can’t accept the payment methods that Mexicans are used to, you risk losing customers. In a recent LATAM Retail survey conducted by dLocal across Argentina, Brazil, Chile, Colombia, and Mexico, 94% of LATAM shoppers said accessible payment options are important for eCommerce, and nearly 70% are unlikely to buy if a site doesn’t support local currency or an alternative method.

This highlights the need for merchants to adapt to local payment preferences in Mexico:

• Cash-based options like OXXO, which let shoppers pay for online purchases in cash at convenience stores.
• SPEI, the country’s real-time bank transfer system used for instant online payments.
• CoDi, a QR-based payment platform for quick mobile transfers.
• eWallets, like Mercado Pago, increasingly popular among younger consumers.
• Kueski Pay, a growing BNPL option for shoppers to split payments without a credit card.

Learn more about Mexico’s payment landscape in our dedicated country report.

3. Be mindful of online fraud

Despite having one of the highest levels of cybersecurity commitments in Latin America, Mexico remains among the most targeted countries for cyberattacks, ranking second after Brazil, according to a 2024 World Bank report.

Mexican online shoppers are aware of these high levels of fraudulent behavior. As a result, they are extremely concerned and cautious about online security. To protect your business and customers, ensuring you are using trusted and competent eCommerce solutions is pivotal.

Wishing you a safe and profitable El Buen Fin

Let’s talk about how we can help your business accept local payments, stay compliant with Mexican regulations, and grow with the local market.