What Buen Fin is (and where the figures come from)
Buen Fin is Mexico's coordinated sales event, run by the federal government together with industry since 2011: a few days each year when chains, mid-size stores, and small businesses run discounts supervised by the consumer protection agency PROFECO so they stay real. In practice it is Mexico's Black Friday, with one key difference for a small business: official registration is free and open to any business current on its tax obligations.
The figures in this article come from AMVO (the Mexican online sales association), which publishes each edition's results together with the Economy Ministry, and from the official event site. Every number carries its source; where there is only an estimate, it says so. We don't repeat press figures that don't match the original report.
Dates for the 2026 edition
Buen Fin 2026 runs Friday November 13 through Tuesday November 17: five official days, one more than the traditional four-day format. Merchant registration on the official platform runs September 8 to November 12 and is free; registered merchants get listed in the event directory and electronic purchases at their stores enter the tax agency's raffle. Monday the 16th is a public holiday in Mexico, so the effective buying window usually stretches over the long weekend.
Online sales figures, edition by edition
The series that matters to a small store is the online channel, because that's where it plays. Per AMVO, online sales during Buen Fin went from 23.7 billion pesos in 2022 to 45.9 billion in 2025, a 31 percent jump in the last year alone. The 2024 figure wasn't published broken out under the same method; as an estimate derived from the growth reported for 2025, it would have been around 35 billion pesos.
The event total (physical stores plus online) was 219 billion pesos in 2025, up 26.6 percent from 2024, with 216,000 participating merchants and 307.1 million visits to participants' sites — 56 percent more than the prior year. The online channel already represents roughly one fifth of event sales.
- 2022: 23.7 billion pesos in online sales (AMVO)
- 2024: no official break-out; estimated around 35 billion from the +31% reported for 2025
- 2025: 45.9 billion pesos online (+31% vs 2024), 21% of the event's 219 billion total (AMVO)
- 2025: 216,000 participating merchants and 307.1 million site visits (+56%)
- 2026: results pending; published weeks after the event
What shoppers expect in 2026
For the 2026 edition, AMVO's pre-event study (published October 7, 2026) reports that 77 percent of surveyed consumers consider it probable or very probable they'll buy during the event; three in four participated in previous editions and one in four plans to buy for the first time. By channel, 62 percent plan to mix online and physical stores, 25 percent would buy online only, and 13 percent in-store only.
The categories with the highest purchase intent: fashion (38 percent), electronics (30), beauty (27), home appliances (24), and phones (21). If you sell in those categories, the event's demand is already announced; if you sell something else, Buen Fin's advantage is different: customers arrive with open wallets expecting deals everywhere.
What the figures mean for a small store
First: the event's online channel grows faster than its total, and a small business competes exactly there — in a WhatsApp catalog on its own link, not on a big-box sales floor. Second: 307 million visits to merchants' sites means people browse before buying; a catalog live since October is what can surface in that browsing. Third: one fifth of event sales are already online, and that fraction is the part an internet-first business can reach without fighting the logistics of large retailers.
No figure guarantees your sale; it concentrates it. The difference still comes from operations — fast replies, offers with real margin, deliveries that happen — and that is in your hands, not in the event's numbers.
How to use these numbers for your edition
Turn figures into decisions: if purchase intent concentrates in fashion and electronics, build your first offers there. If a quarter of buyers will be first-timers, make how-to-order and how-to-pay visible, not just the discount. And if your category isn't in the top list, use the event as a contact-capture campaign: the customer who meets you in November buys in December — the same logic that applies to your local Black Friday.
For the broader context of Mexican e-commerce — annual market size, Hot Sale, category split — see the full Mexico e-commerce figures analysis, and for the operational side, the prep checklist and the WhatsApp offers guide.