According to a study conducted by Appinio, a market research consultancy with ten years of experience, it highlights that recommendations from friends and family remain a reliable resource for 31% of consumers in Mexico. However, 23% of respondents suspect that some businesses raise their prices before the event, presenting a challenge for brands. Only 19% fully trust the authenticity of the offers, indicating a need for greater transparency to build a trusting relationship with consumers.
The study also reveals that 90% of respondents plan to make purchases during Buen Fin, showing a growing trend towards more advanced planning. In fact, 41% of participants stated they are clear about which products they want to purchase, reflecting a strategic attitude to maximize their resources. This event now reflects a consumer who values planning, flexibility, and a complete shopping experience.
Regarding the most sought-after categories, technology leads with 73% interest, followed by fashion (60%) and cosmetics and personal care (40%). Despite the popularity of e-commerce, 74% of Mexican shoppers prefer to visit physical stores to enjoy the personal shopping experience. Nevertheless, a significant number also lean towards websites (51%) and mobile applications (41%), balancing digital convenience with traditional interaction.
Additionally, 26% of respondents consider that the discounts of Buen Fin are more attractive than those of Black Friday or Cyber Monday, showing an emotional connection to this national event. For 65% of consumers, price is the main purchasing motivator, followed by product quality (19%) and ease of purchase (11%). This hierarchy reflects the search for a balance between economy and quality by today's consumers.
Regarding sources of information, social media is the most used (62%), followed by websites (54%) and television advertising (46%). These data highlight the importance of understanding consumption trends and adapting business strategies to remain competitive in a constantly evolving market.
