Mexico’s Secretariat of Economy confirmed that the OXXO convenience-store chain will take part in Buen Fin 2025, marking the retailer’s first appearance in the country’s flagship discount campaign. The 15th edition of the event will run for five days—from 13 to 17 November—making it the longest version yet. OXXO said more than 90 percent of the goods it sells during the promotion will be sourced domestically, aligning with the federal “Hecho en México” pillar of the broader industrial “Plan México.” Walmart has also registered for the programme, which aims to draw larger retailers while expanding opportunities for micro, small and medium-sized suppliers. Authorities hope OXXO’s national footprint will help the campaign beat the MXN 173 billion (about USD 10 billion) in sales recorded in 2024. Alejandro Arellano, OXXO’s Mexico City operations manager, said the decision to join reflects the firm’s commitment to “responsible commerce,” while FEMSA corporate affairs chief Roberto Campa acknowledged that insecurity and unseasonably wet weather have weighed on beverage sales this year. OXXO will set its own price reductions, subject to oversight from consumer-protection agency Profeco.