Upcoming Seasonal Events and Mexican Purchase Intent
Estimated reading time: 8 min
Seasonal events are an excellent opportunity for e-commerce brands to increase sales on certain dates throughout the year. Below, we'll cover the most important ones in Mexico for the rest of the year and the purchase intent Mexican shoppers showed during 2021—behaviors and relevant information to focus your sales strategies in 2022.
Seasonal event 1: Children's Day – April 30
During 2021, sales for Children's Day in Mexico reached 12 billion pesos, according to the Confederation of National Chambers of Commerce, Services and Tourism—a figure expected to increase in 2022.
According to the "2021 Seasonal Events Report: Purchase Intent" study published by AMVO, the categories projected to see the highest sales levels for this day included:
As we can see, toys led purchase intent (52%), followed by clothing, consoles, and video games—products that are undoubtedly among children's favorites.
According to Mercado Libre reports, during the previous year the average ticket for this celebration was $622, where the video games category had the highest purchase value (approximately $776). Although not the top-selling category, it has one of the highest sales tickets.
Among products with lower purchase intent, according to the study, we find greeting cards, stuffed animals, and bicycles—the gifts least considered by Mexicans for this date.
Other data of interest
* Regarding preferred purchase channel, 84% of buyers stated their intent to buy through the digital channel, a great opportunity for e-commerce, especially in toys.
* Among the attributes most valued when shopping for Children's Day, Mexicans prioritize three aspects: product material quality (55%), especially seeking non-toxic items; a good product description (41%); and warranty in case of damage or defect (36%).
Interestingly, price ranks last on the list at 1%, showing that when choosing a gift for the little ones, safety, information, and product warranty matter most to Mexicans.
Seasonal event 2: Mother's Day – May 10
For this celebration, during 2021 the fashion and footwear (63%), floral arrangements (56%), fragrances (37%), jewelry (31%), and sweets and chocolates (24%) categories ranked among the main purchase intents for Mexicans.
Regarding budget, 61% of respondents intended to spend the same as the previous year, versus 17% who projected spending more. The average ticket estimate was $716 pesos, slightly higher than projected for Children's Day.
Other data of interest
Regarding preferred purchase channel, 79% of respondents would choose the digital channel. When asked about main barriers that would make them abandon their purchase, 30% cited high product cost, while 2% referred to distrust of the online channel.
Unlike purchase attributes for Children's Day, price plays a more important role for Mother's Day.
Seasonal event 3: Hot Sale – May 23 to 31
It's one of the year's most important events for e-commerce. Online sales during 2021 reached $18.557 billion pesos, with 567 million visits to online stores and 15.6 million units sold.
Other relevant data:
- 56% of companies used omnichannel strategies.
- 11.9 million purchase orders were registered.
- 37% of purchase orders had more than 2 products.
- Average ticket was $1,590.
- 11.6 million Mexicans bought during the event.
- 35% of participating companies offered free shipping.
- Among delivery methods offered, 86% of buyers chose home delivery, followed by in-store pickup (11%). Also on the list: pickup at courier offices (5%) and smart lockers (2%).
- 8 out of 10 buyers feel safe shopping online during Hot Sale.
To capitalize on these high-demand windows, make sure your operation has stock visibility, clear delivery promises, and carrier management in one place. If you don't centralize logistics yet, see how a Shipping Platform in Mexico can help automate quotes, labels, and tracking so you arrive on time for every seasonal event.
Read also: Hot Sale 2022 is coming. What motivates people to buy from you?
Hot Sale 2021 sales
As we'll see in the following chart, Hot Sale sales have been increasing year after year in Mexico, making it an increasingly relevant event for e-commerce in the country.
Sales during 2020 reached $20.155 billion, higher than the 2021 edition ($18.557), though the 2020 event lasted 11 days versus 9 in 2021, which affected sales levels. Even so, daily sales value was higher in the previous year, reaching $2.061 billion per day versus $1.832 billion per day in 2020, showing positive year-over-year growth in Mexican purchase levels.
Top-selling categories
Among the top-selling categories in Hot Sale 2021, fashion and home appliances were the winners, followed by beauty and personal care. Lower sales ranges included sports and cell phones.
Hot Sale 2021 met or exceeded offer and promotion expectations for 9 out of 10 buyers, where the 5% to 20% discount range was the most purchased compared to previous campaign editions.
Seasonal event 4: Father's Day – June 19
Among purchase intents for Father's Day, 58% of AMVO respondents stated they would buy fashion and footwear products—a sector also most benefited for Mother's Day—followed by tech items and accessories.
Fragrances, food, tools, and alcoholic beverages also appear on Mexicans' shopping lists for this celebration.
Regarding spending budget, 54% of buyers planned to spend the same as the previous year, while 20% projected increasing their investment for this date's purchases.
Regarding preferred purchase channel, 86% of respondents had a high likelihood of buying through the digital channel (7 points more than Mother's Day). Among main barriers that would make them abandon their purchase, 30% cited high product cost and 2% referred to distrust of the online channel—the same behavior recorded for Mother's Day.
Seasonal event 5: Buen Fin – November 18 to 21
According to AMVO studies, Buen Fin 2021 generated sales of $191.9 billion pesos (7 days, $27.414 billion pesos per day), compared to $238.9 billion pesos in 2020 (12 days, $19.908 billion pesos per day), showing Buen Fin continues a positive trend across editions.
Of that total, online sales represented 16.5% in 2021 ($31.731 billion pesos), compared to 15.2% in 2020, showing a positive trend for the digital channel in purchase preferences.
The average ticket for online sales during the event was $914, slightly above the campaign's general ticket of $821.
Other interesting Buen Fin 2021 data
- 6 out of 10 Mexican internet users (+18 years) declared having bought a product or service during this seasonal event.
- The main purchase motivator during Buen Fin was promotions and discounts, for 48% of buyers. Saving time and travel was the main reason for buying online.
- 7 out of 10 buyers acquired items combining physical and digital channels.
- Among main incidents during online purchases, 21% corresponded to lack of store inventory and 20% to problems completing the purchase on the website.
- 9 out of 10 online buyers received products directly at home.
Read also: Buen Fin: a guide to succeed on these dates
Top-selling categories
Among top-selling categories in Buen Fin 2021, fashion (50%) and electronics (35%) were the winners, followed by beauty and personal care (24%) and cell phones (23%). Lower sales ranges for these dates include groceries, furniture, and home.
Seasonal event 6: Black Friday – November 25
As an important data point, 72% of Black Friday buyers are recurring (according to AMVO figures), showing high loyalty toward the event. Regarding spending budget, 35% projected spending more than the previous event, while 38% planned to maintain the same spending level.
When asked about main barriers that would make them abandon their purchase, 36% cited lack of attractive promotions and offers, while 23% cited excessive product prices.
Top-selling categories
Among purchase intents for Black Friday, 52% of AMVO respondents stated they would buy electronics, followed by fashion and home appliances (49% and 32%). Lower sales ranges included beauty and personal care (24%) and consoles and video games (20%).
Seasonal event 7: Cyber Monday – November 28
72% of respondents declared they would buy a product or service during Cyber Monday, of which 94% had a high likelihood of buying through the digital channel—the highest record on this aspect compared to previous campaigns. Regarding recurrence, 65% of event buyers are recurring.
Regarding spending budget, 34% projected spending more than the previous event, while 40% planned to maintain the same level. Among main barriers that would make them abandon their purchase, 32% cited lack of attractive promotions and offers, while 21% didn't trust promotions on this date.
When evaluating purchase intent by category, behavior is quite similar to Black Friday: electronics and fashion show the best results, followed by cell phones and home appliances. Consoles and video games, and beauty and personal care, rank lower on the list.
We've finished this tour of purchase intent for the year's main seasonal events. We hope this information helps you focus marketing and sales strategies for your e-commerce. Remember that good pre-event planning, product advertising, promotions, gifts and discounts, logistics efficiency, and a good customer shopping experience are essential for the positive results you expect during these dates.
Read also: E-commerce: 10 highly effective tactics to increase your sales
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* Our clients recorded 21% savings in operating costs
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Information sources:
2021 Seasonal Events Report: Purchase Intent, published by AMVO
Endomexalia / Idconline / Napse / Milenio / Mexico as / TYT / Jornada / Mailjet / Marketing4Ecommerce
