The Good End will be the ideal commercial event for people who want to do their Christmas shopping.
An economic benefit is expected greater than that of 2021, estimated at 195 billion pesos.
Among the most popular brands to shop for are Liverpool, Suburbia and Sanborns.
Analysts and economists have predicted that the Good end will be the event par excellence through which consumers will be able to access products for the Christmas.
And it is that for more than a decade, the Good End represents one of the most important events in Mexico, being the equivalent of other events such as Black Friday or the Hot Sale, as the case may be. The brands will participate in this weekend through strategies framed in the marketing promotional that will allow them to perceive a quite high economic benefit.
During 2020, the crisis derived from the confinement caused two singular effects that would be expressed throughout that year and the following year. The first was expressed mainly during the first year of the pandemic, which set the tone for many people to save money and access many promotions.
Similarly, digital optimization allowed channels to expand and following enthusiastic behavior, a figure was raised that today seems insurmountable: 239 billion pesos. This occurred in a span of 12 days.
On the other hand, by 2021, when the impact of Covid-19 spread in extreme ways, the spillover was significantly reduced to 190 billion pesos. This trading event lasted almost 7 days
The Good End and the marketing of promotions
The scheme used by the Good End has remained intact since 2011. Each time it is committed to a more diversified position, based on financial inclusion. Payment methods and channels are no longer as closed as before. Hence, to a large extent, brands have sought ways to expand their offers to users.
In an exclusive interview for Merca2.0, Reinaldo Acosta, Communications Director of Mobyle Engagepointed out that there is great importance around promotional strategies and, to a large extent, these could impact both positively and negatively on the brand’s message to its consumers.
“It is based on communicating and informing and persuading during the consumer decision-making process. Profitability can be measured in different ways, today, brands seek to connect with their customers in a transparent and uncomplicated way. To be successful, brands have to create relationships where there is value for the customer and the user”, said the manager.
The business leader points out that there is an invaluable opportunity regarding the Good End through the marketing promotional, as there is an opportunity to embrace new strategies that respond to the potential of seasonal trade in Mexico.
“Mexico is a fascinating market due to its size, in addition to the fact that Mexican companies are pioneers in communicating massively with their customers, and of course as brands we see a unique opportunity in offering marketing promotional in the country.
This applied to Good End strategies could mean a great communication advantage for both brands and users. Channel diversification could greatly influence purchasing decision issues. Institutions and consultancies such as Hellosafe, PQR Planning Quant Y Mexican Association of Online Sales (AMVO) have registered dissimilar numbers around consumer participation during this holiday season.
Good End Shopping will anticipate Christmas; they estimate 195 billion pesos of spill
User participation in this trading event is closely linked to the Christmas euphoria. The consultancy YouGov produced interesting data which show that the inflationary impact has caused a great blow to Mexican consumers. For example, we have that 47 percent of Mexicans have planned to take advantage of this date throughout the year to cover Christmas expenses. The inflationary crisis has caused 60 percent of Mexicans to decide to invest a smaller budget than the one allocated during the past year.
We could divide what was said by this study into three fundamental aspects: what Mexicans will buy, how Mexicans will buy and how they will celebrate these holidays. What concerns the subject are the first two points from which the following aspects emerge:
What will the Mexicans buy?
71 percent of participants plan to give away clothing.
46 percent of buyers plan to invest in the toy industry.
Only 11 percent want to spend on Christmas jewelry for this Good End.
Liverpool was the Mexican brand most mentioned by Mexican consumers to make their Christmas purchases, with 65 percent. Suburbia (44 percent) and Sanborns (40 percent) follow.
Bimbo (46 percent) and Tutsi-pop bota (41 percent) are the two Mexican food brands that Mexicans most associate with Christmas.
The drink most associated with Christmas is Nochebuena beer, with 55 percent, followed by Don Julio tequila (47 percent) and Poma Rosa Cider (41 percent).
How will Mexicans buy?
About 47 percent of those who will participate in the Good End will do so thinking about Christmas expenses.
The preferred payment methods of Mexicans are debit (36 percent) and credit (37 percent) for the Good End. Cash will be the main method of payment for only 24 percent of the population.
over the ecommerce, 53 percent of Mexicans will prioritize physical purchases around Christmas gifts.
Department stores and shopping centers are the preferred places to do Christmas shopping with 68 percent and 61 percent preference, respectively. Followed, but by far, by supermarkets with 25 percent.
Only 33 percent of those surveyed will only give one or two gifts to family and friends.
54 percent of those surveyed mentioned that they will spend between 1,000 and 4,000 pesos for gifts. On the other hand, 24 percent will spend more than 4,000 pesos. Meanwhile, 17 percent less than a thousand pesos.
For all this, we could highlight that both promotional strategies can directly influence consumer behavior. In the same way, due to the economic impact that the country has suffered, which has resulted in the increase in prices, we can thereby offer a new profile of consumer behavior for brands.
Let us remember that, according to estimates by personalities such as José Héctor Tejada, president of the Confederation of National Chambers of Commerce, Services and Tourism (Concanaco-Servytur), the brands participating in the Good End will be able to receive total sales equivalent to 195 billion pesos (9.75 billion dollars).
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