Overview

• OXXO confirmed its first‑ever participation and will roll out El Buen Fin branding across more than 24,000 stores and digital channels, with a flagship store under consideration.
• The Economy Ministry says Walmart accepted an invitation to rejoin and is in talks to participate, though the company has not issued a public confirmation.
• El Buen Fin 2025 is scheduled for November 13–17, marking a five‑day format for this year’s campaign.
• Officials are aligning the event with the 'Hecho en México' seal and registration and financing tools intended to expand micro, small and medium‑sized business involvement.
• Authorities target sales above the roughly 173 billion pesos recorded in 2024, with Profeco monitoring and a SAT lottery set to incentivize consumers and registered merchants.