Avoid Digital Scams this Buen Fin and Black Friday 2025

Every year, shopping seasons like El Buen Fin in Mexico, along with Black Friday and Cyber Monday, become a real boom for e-commerce: deep discounts, product launches, increased consumer activity, and high expectations from shoppers. For instance, a Google study reveals that in Mexico, 6 out of 10 consumers plan their purchases ahead of these events, with an estimated average spend of around 7,818 pesos.

But behind the excitement of great deals lies a growing risk: cybercriminals know this period is packed with transactions, buying emotions, urgency, and savings expectations… and that combination is a magnet for digital scams.

At TecnetOne, we understand that protecting users’ information and transactions is crucial during these times. That’s why, in this article, we break down the shopping phenomenon around El Buen Fin and Black Friday, and how digital scams (especially phishing and its variants) ramp up during the season, offering key tips so you can shop more securely.

Why Does the Discount Season Attract So Many Consumers?

El Buen Fin was launched in Mexico in 2011 as an initiative to boost consumption before the end-of-year stretch, similar to Black Friday in the U.S. The reasons consumers go online and plan their purchases include:

1. Savings Expectations: For example, Google’s study shows that 71% of respondents are willing to jump on a good deal if it comes their way.

2. Prior Online Research: Categories like clothing/footwear (54%), appliances (41%), cellphones (39%), and laptops (33%) are among the most researched before purchasing.

3. Digital Channels as Key Drivers: Google and YouTube rank as the top platforms for product search and discovery during these campaigns.

In short: many people go into “discount hunting” mode—rushed, comparing, researching, ready to seize the moment… and that creates the perfect conditions for both buying and fraud.

The Dark Side: Why Scams Increase During This Season

While greater visibility and high sales volumes bring benefits to shoppers and retailers alike, they also raise the risk level. Here are some key reasons:

1. Higher Volume of Transactions = Bigger Attack Surface for scammers.

2. Sense of Urgency and Excitement: “Only today,” “last unit,” “flash sale”—these create pressure to act fast without thinking, and scammers exploit that.

3. Deals + Novelty + Impatience = Fertile Ground for fake ads, store clones, phishing, smishing, and more.

4. Documented Increase in Scams: For instance, in Mexico, it’s been reported that phishing attacks can spike up to 20% during the Buen Fin/Black Friday season.

5. According to cybersecurity firm Kaspersky, impersonation of shopping platforms and website cloning are common scam methods in Latin America during these dates.

6. Mexico’s Federal Consumer Protection Agency (Profeco) has also warned that during Buen Fin, consumers should watch out for impossible deals, unsecured websites, or misleading ads.

In other words: if a deal looks “too good to be true,” double-check… it might not just be a bad purchase—it could be a trap for your data or your money.

Read more: Why are phishing attacks still working in 2025?

Types of Digital Scams During This Buen Fin & Black Friday Season

At TecnetOne, we’ve identified that during high-volume sales campaigns like El Buen Fin and Black Friday, cybercriminals take advantage of increased online activity to launch various scams. Below is a list of the most common tactics used to deceive consumers:

1. Fake Websites / Store Clones: Scammers create websites that mimic major brands or well-known stores, using similar URLs (spelling errors, altered domains) to steal your credit card data or login credentials. For example, they may offer a “70% off TV” on a lookalike domain, and once you enter your card details… goodbye money.

2. Phishing Emails or Messages: Emails that appear to be from the brand or your bank, asking you to “verify your account to apply the discount” or “your delivery is delayed, click here.” It’s classic impersonation designed to steal your credentials.

3. Smishing / Vishing (Fake Texts or Calls): SMS messages or calls claiming your package is held up, asking you to pay to release it, or to click a link… and that’s where the trap is. In Mexico, this type of scam has increased during online shopping seasons.

4. Fake Gifts or “Flash Deals”: “Get a free $2,000 MXN gift card for Black Friday” or “Reserve your smartphone for $1, only from November 14 to 16.” Reality: you’re sent a link, you enter your data, and nothing ever arrives.

5. Price Inflation Before the Event + Misleading Discounts: While not exactly impersonation, this is a form of consumer fraud—raising prices before the event and then showing a “discount” that isn’t real. This has been documented by Profeco in Mexico.

6. Fake Profiles on Marketplaces or Social Media: Sellers who rack up fake positive reviews so they can launch “crazy cheap” products during the event—only to disappear with your payment or send something completely different.

Practical Tips for Safe Shopping This Season

As every year, at TecnetOne we want you to enjoy seasonal deals without putting your digital security at risk. We know you want to make the most of discounts, but also do it with peace of mind and confidence.

That’s why we’ve put together a list of concrete steps to help you protect your purchases and personal data during Buen Fin and Black Friday:

1. Shop on trusted websites with a solid online reputation. Make sure the URL is correct (official domain), starts with “https://”, and includes a security lock icon.

2. Avoid impulsive clicks: If you see a deal that looks too good, take a moment to verify the seller, check the terms, return policies, and contact information.

3. Don’t enter banking info on unfamiliar websites or through unexpected email/slack/WhatsApp links.

4. Use secure payment methods: Cards with dynamic CVV (some banks offer this), purchase protection, or recognized payment systems.

5. Be cautious with urgent messages: “Last 24 hours,” “just for you,” “order now”—urgency is a classic scam tactic.

6. Verify the seller if shopping on marketplaces or social media: Check their history, real reviews, whether they use a personal account for payments, etc.

7. Keep your devices and connections secure: Avoid shopping over unprotected public WiFi, keep apps updated, and enable two-factor authentication.

8. Check your bank statements regularly, and activate transaction alerts to catch unauthorized charges early.

9. Read the fine print: Shipping terms, return policies, stock availability, other buyers’ reviews. Don’t let the excitement of a deal stop you from checking.

Read more: Human Errors in Cybersecurity: The Weakest Link

What to Do If You Suspect You’ve Been Scammed

If something feels off during the shopping event—you ordered something that never arrived, paid on a site that has since vanished, or noticed an unfamiliar charge—act fast.

1. Immediately contact your bank or financial institution to report the charge and block your card if needed.

2. Change your login passwords and enable two-factor authentication if you haven’t already.

3. Save all evidence (screenshots of the website, order confirmation, email or message received) to support your claim.

4. In Mexico, contact Profeco to file a complaint, especially if the retailer doesn’t respond. Profeco enforces consumer rights: clear information, product quality, return policies, etc.

5. If it was a phishing attempt (someone requested your login or banking info), consider monitoring your identity reports, check if any other accounts were accessed, and take further security measures (like setting credit alerts).

6. If the incident impacts your business, TecnetOne offers a specialized Cybersecurity Incident Response service, designed to detect, contain, and mitigate digital attacks quickly and efficiently. Our team can help analyze the case, restore security, and prevent future breaches.

Conclusion: Enjoy Buen Fin and Black Friday Deals, But Stay Sharp

Buen Fin and Black Friday are great opportunities to save money—but they’re also prime time for digital fraud. At TecnetOne, we believe the best defense is prevention: review websites before buying, avoid suspicious links, and protect your personal information.

Shop smart and stay alert. Let this season be “good” for your wallet—and for your digital peace of mind.