El Buen Fin’s customer engagement playbook

El Buen Fin is Mexico's biggest retail moment—MX$219 billion nationwide in 2025, MX$36.29 billion online, 35,000 businesses, 77% of shoppers ready to buy. But in 2026, the playbook that built those numbers is showing its age.

Shoppers are growing skeptical of headline discounts and spreading their attention across more channels than ever. Winning a wallet now means more than a markdown. It means rethinking how brands create value, communicate it, and keep the customers they've won.

This guide draws on industry reports and our own global research to unpack eight consumer trends shaping El Buen Fin 2026—from conversational commerce and entertainment to omnichannel behavior and personalization.

In this guide we’ll cover:

• The 8 consumer trends reshaping El Buen Fin 2026, from mobile-first journeys to live selling and AI-powered discovery
• Why discounts alone won’t cut it—and how to build trust, value, and personalization that convert skeptical shoppers
• A practical playbook for connecting data across channels so every customer touchpoint feels relevant, not random