El Buen Fin is no longer just a weekend of discounts. In 2025, it generated 219 billion pesos in revenue, and online sales grew 31% compared to 2024, accounting for 21% of total sales. If you sell digitally, these weeks are the most important of the year. They are also when the most money is wasted on advertising.
This year, the format is also changing: El Buen Fin 2026 will run from Friday, November 13th to Tuesday, November 17th, with the long weekend of Monday the 16th in the middle. We’ve listed the mistakes we see every year so you don't repeat them with your brand.
1. Increasing budget on the first day without warming up.
Advertising costs rise during these dates because everyone is competing for the same audience. If your first time in front of those people is November 13th, you pay the highest price.
2. Discounts that eat up your margin.
Selling a lot with deep discounts is not winning. Before launching, calculate how much margin you have left after discounts, advertising, shipping, and commissions, and set a floor.
3. Launching creatives the same day.
The ideal approach is to test formats and messages in October and early November so you arrive at El Buen Fin with what you already know works.
4. Not checking tracking.
A poorly configured pixel or duplicate events lead you to make decisions based on false data just when you are spending the most money.
5. A store that can’t handle the load.
Slow checkout, outdated inventory, or promised shipping you cannot fulfill. The best campaign in the world won’t fix a bad shopping experience.
6. Changing everything during the campaign.
Changing budget, audiences, and ads every hour resets the platforms' learning. Define rules beforehand (what you increase, what you turn off, and based on what results) and stick to them.
At NOWMA, we are experts in Shopify and paid media, and we manage advertising plans for these dates for e-commerce brands in Mexico. If you want to review your calendar, your offer, or your account before November 13th.
This year, the format is also changing: El Buen Fin 2026 will run from Friday, November 13th to Tuesday, November 17th, with the long weekend of Monday the 16th in the middle. We’ve listed the mistakes we see every year so you don't repeat them with your brand.
1. Increasing budget on the first day without warming up.
Advertising costs rise during these dates because everyone is competing for the same audience. If your first time in front of those people is November 13th, you pay the highest price.
2. Discounts that eat up your margin.
Selling a lot with deep discounts is not winning. Before launching, calculate how much margin you have left after discounts, advertising, shipping, and commissions, and set a floor.
3. Launching creatives the same day.
The ideal approach is to test formats and messages in October and early November so you arrive at El Buen Fin with what you already know works.
4. Not checking tracking.
A poorly configured pixel or duplicate events lead you to make decisions based on false data just when you are spending the most money.
5. A store that can’t handle the load.
Slow checkout, outdated inventory, or promised shipping you cannot fulfill. The best campaign in the world won’t fix a bad shopping experience.
6. Changing everything during the campaign.
Changing budget, audiences, and ads every hour resets the platforms' learning. Define rules beforehand (what you increase, what you turn off, and based on what results) and stick to them.
At NOWMA, we are experts in Shopify and paid media, and we manage advertising plans for these dates for e-commerce brands in Mexico. If you want to review your calendar, your offer, or your account before November 13th.
By: Manuel Nosti