Big retailers in Reynosa see early gains during Mexico’s Black Friday–style event, but downtown shops struggle as U.S. shoppers stay away

REYNOSA, Tamaulipas — Reynosa business leaders expect a record shopping weekend as more than 1,700 local businesses participate in El Buen Fin 2025.

Mexico’s nationwide sales event, often compared to Black Friday in the United States, runs from Nov. 13–17 and is considered one of the strongest retail drivers of the year across northern Mexico.

Gildardo López Hinojosa, president of the Reynosa Chamber of Commerce, Services and Tourism (Canaco ServyTur), said the city is projecting a 20% increase in sales compared with last year. 

He described El Buen Fin as an initiative that has evolved from a border-region effort into “a public policy initiative with significant economic and social impact.”