Every November it’s the same story: for five days the shops are packed, e-commerce breaks records, and sales skyrocket. But in December, many of those first-time shoppers disappear and never return.
The 2026 Buen Fin will take place from Friday, November 13th to Tuesday, November 17th , with five days of promotions and a long weekend thanks to the holiday on Monday the 16th. It will be the 16th edition of the program and, as every year, it kicks off the Christmas shopping season.
The big question for brands isn’t how much they’ll sell in those five days, but how many of those shoppers will still be buying in 2027. That’s where your loyalty program comes in.
The problem: El Buen Fin attracts shoppers, not customers.
Discounts are great for attracting traffic, but they have a downside: they attract people looking for the best price, not necessarily the best brand. If all you offer is a discount, the buyer will go to whoever offers the best price next year.
Therefore, El Buen Fin should not be seen as an isolated sales campaign, but as the biggest opportunity of the year to capture data and start relationships.
Strategy summary
| Stage | Main objective | Key actions |
|---|---|---|
| Before the Good Weekend | Prepare the ground and gather previous records | Early access, registration campaign, and database segmentation. |
| During Buen Fin | Adding profits without compromising margin | Multiplied points, mandatory registration, incentives for December and contact center. |
| After the Black Friday | Building customer loyalty and ensuring repeat purchases | Personalized welcome, second purchase activation and retention measurement at 30, 60 and 90 days. |
Before Black Friday: prepare the ground
- Give your members early access. Open offers one or two days early, or even just a few hours early, exclusively for those already enrolled in your program. This rewards current customers and encourages new ones to sign up before the event.
- Launch a registration campaign. In the weeks leading up to the event, invite people to register with a clear incentive: double points during Buen Fin, an additional coupon, or a gift on the first purchase.
- Segment your database. Not all your customers are looking for the same thing. Use purchase history to send each segment the offers that truly interest them.
During Buen Fin: add benefits, not just discounts
- Offer multiplied points. Instead of lowering the price further, offer double or triple points. The customer feels like they’re earning more, and you protect your margin because the reward is redeemed on a future purchase.
- Register every shopper. Every purchase during Buen Fin must end with a registration: email, phone number, or app download. Without this information, the customer is anonymous and you won’t be able to contact them again.
- Create benefits to use in December. Offer coupons or points valid in December. This will guarantee a second visit during the peak holiday season.
- Prepare your customer service. With increased purchases comes a rise in questions about orders, points, and warranties. A strengthened contact center and a WhatsApp channel will prevent a bad experience from ruining the relationship.
After Black Friday: the moment that defines loyalty
- Send a personalized welcome message. In the following days, thank them for their purchase, explain how the program works, and show how many points they earned.
- Encourage repeat purchases. The second purchase is the most difficult and the most important. Design a specific campaign to encourage new customers to return before the end of the year.
- Measure retention, not just sales. In addition to how much you sold, measure how many Buen Fin shoppers returned to buy again within 30, 60, and 90 days. That’s the true result of your strategy.
Ideas for B2B programs and traditional channel
The Good Weekend is also an opportunity for your vendors and distributors:
- Sell-out competitions for stores and distributors during the season.
- Special goals for sales force with awards given before Christmas.
- Bonuses for product display at point of sale.
Mistakes you should avoid
- Offer such aggressive discounts that the customer will never pay the normal price again.
- Do not capture buyer data.
- Forgetting loyal customers while chasing new ones.
- Not planning post-event communication.
Frequently Asked Questions
When is Buen Fin 2026?
From Friday, November 13th to Tuesday, November 17th, 2026.
Is it better to give points instead of discounts?
Combining them usually works better: the discount attracts customers and the points create a reason to return.
How do I measure if Buen Fin generated loyal customers?
By the repurchase rate of new buyers during the following 90 days.
Make your Black Friday last all year round
At LMS, we design loyalty programs that transform peak seasons into long-term relationships, with purchase tracking, data-driven segmentation, contact center support, and reactivation campaigns. Request a proposal and get your program ready by November 13th. Schedule a meeting .
