Buen Fin 2026: Why ANTAD Anticipates Lower Sales in Televisions and Electronics

• Advance Purchases: Consumers acquired televisions and other durable goods before Buen Fin to prepare for the World Cup.
• Lower Replacement Demand: Those who recently upgraded their screens have less incentive to make a similar purchase in November.
• More Moderate Commercial Growth: Stores affiliated with ANTAD recorded lower growth in the first nine months of 2026 compared to the previous comparable period.
• Redistribution of Household Spending: Resources allocated to durable and semi-durable goods in prior months could reduce the available budget for new acquisitions.
• Increased Consumer Selectivity: Families may concentrate their purchases on products they truly need or that represent a savings opportunity.

Despite these conditions, the association projects 8.4% growth for the campaign, a figure Robleda described as quite high.

This means that while some categories might face lower demand, the overall expectations for organized retail remain positive. The performance of other segments and the ability of establishments to attract shoppers will be decisive in achieving the projected results.

Responsible Consumption and Digital Purchases: Challenges for Retailers and Consumers

The moderation in purchase expectations also opens a discussion about the financial capacity of Mexican households. Following a period of advance acquisitions, the federal government has urged consumers to avoid having Buen Fin promotions translate into economic commitments that are difficult to sustain.

Salomón Rosas, Director General of Competitiveness and Competition at the Ministry of Economy (SE), asked families to practice responsible consumption and avoid over-indebtedness. The official recalled that the World Cup generated a prior consumption period where numerous households allocated resources to purchasing screens, furniture, and other goods to enjoy the tournament.

Therefore, he deemed it necessary for shoppers to evaluate their payment capacity before taking advantage of the financing options offered by retailers.

Among his recommendations, he highlighted ensuring that the useful life of the purchased product exceeds the term of the contracted credit. For example, he noted that if someone buys an item on a 24-month payment plan, it would be advisable for the item to have a durability of at least four years. Similarly, President Claudia Sheinbaum’s administration, through the Federal Consumer Protection Agency (Profeco), will maintain surveillance to prevent fraud and verify that advertised promotions are authentic and honored by establishments.

According to the report “Pulso: El Buen Fin 2026” by the Mexican Online Sales Association (AMVO), during the 2025 edition, sales reached 219 billion pesos, of which 45.9 billion corresponded to digital commerce, equivalent to 21% of the total.

For this year, 77% of potential consumers indicated that they are likely or very likely to participate in the campaign. However, purchase intent does not necessarily translate into impulsive acquisitions.

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