The eleventh edition of the Hot Sale that took place from May 15 to 20 of this year broke a sales record with a growth of 15.3% compared to the previous year’s edition, accounting for 34,539 million pesos in total sales.
According to the report from the Mexican Association of Online Sales (AMVO) , in collaboration with NielsenIQ , Netquest , Similarweb , Emplifi , Digimind and Retail Compass , the growth of the campaign continues to increase year after year, with a sustained double growth digit, so in 10 years Hot Sale has grown 57.2% in sales .
Roberto Butragueño, Retail Director of NielsenIQ, highlighted that nine out of every 10 sales are from the retail sector, that is, 88% of sales, while 12% belong to the travel and B2C services sector.
Likewise, he highlighted that the average ticket during the 2024 campaign was 2,391 pesos, and 28.1 million units were sold in 14.4 million orders, while the average number of items per order was cited as 1.9 items per order.
“It is a little less than previous years (average items on order) due to a trend in which the consumer increasingly has more alternatives, is more informed and looks for the best purchase option product by product. He no longer concentrates the purchase on a single order, but rather places different orders on different brands,” said Butragueño.
For her part, Daniela Orozco, director of Intelligence and Market Studies at AMVO, indicated that four out of every 10 Internet users bought during the Hot Sale , that is, 47%, which corresponds to 12.5 million people, of which 84 % are banked people.
Regarding sales channels, it is worth remembering that this campaign was born exclusively in the digital channel and migrated to the physical channel, however, the preference for buying online remains, which is why six out of every 10 purchases are made online .
“Due to the maturity of the companies, the campaign is beginning to extend to physical channels. The physical channel is no longer an exception, it has become an omnichannel campaign,” said the specialist.
In this sense, 59% of buyers in the campaign went to the online channel , mainly for the convenience of buying from anywhere (69%); 13% bought in physical stores; while 29% of shoppers used an omnichannel experience .
In addition, Daniela Orozco highlighted that the southeast of the country was the main purchasing area, with 28%, even surpassing the area of Mexico City and the Valley of Mexico , with 24 percent.
The main payment methods were debit card (42%), credit (40%) and departmental card (12%); However, the specialist highlighted that payment on delivery grew (11%).
Regarding delivery, eight out of 10 people preferred home delivery, with 79% ; But picking up the order at some pickup point grew in this campaign, with 14% of participants.
Finally, Daniela Orozco indicated that this campaign maintained the perception of security when purchasing at the Hot Sale, since 85% of buyers say they feel safe when making a purchase .
Furthermore, Roberto Butragueño indicated that, according to what was collected by the study, 86% of the companies declared that they will participate again in the next edition of the Hot Sale, committing to understanding and improving the customer experience.
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