According to a study conducted by Appinio in Latin America, only 19% of consumers trust the authenticity of offers, highlighting the importance of transparency in establishing trusting relationships. Livia Mirón, director of Appinio in the region, emphasized the relevance of understanding purchase intent for the success of any campaign, including Buen Fin.
The report revealed that 74% of respondents prefer to shop in physical stores, while 51% complement their shopping experience with online platforms. Among the most notable data, it was found that 41% of consumers have already decided which products to buy, with technology being the most desired category.
Regarding shopping preferences, 73% of buyers are interested in electronic devices, followed by 60% in fashion items and 40% in cosmetics and personal care. Additionally, a curious fact was that 26% of Mexicans find Buen Fin discounts more attractive than those of Black Friday or Cyber Monday.
In relation to purchasing reasons, 65% of respondents mentioned that price is the main driver, followed by 19% who value product quality and 11% who prioritize ease of purchase. However, the study noted a challenge for retailers, as 23% of consumers suspect that some prices are inflated before the event, which generates distrust.
Buen Fin, the largest discount celebration in Mexico, is approaching, and it is expected that 90% of Mexicans will participate in this shopping event. To secure a place in the consumer's mind, it is essential to offer genuine discounts, a variety of products, and a seamless omnichannel shopping experience.
This year, Buen Fin is expected to be crucial for both consumers and brands, emphasizing the quality of offers and the shopping experience. Companies have the opportunity to leverage this expectation not only to capture attention but also to foster customer loyalty.
