May 23, 2020 | 5:00 am

The Hot Sale began this weekend, but the edition will be different this time, while outside the virtual world Mexico faces the invisible enemy and the economic crisis it leaves behind.

The scenario of the health emergency has changed some characteristics of the campaign that the Mexican Association of Online Sales (AMVO) carries out for the seventh year.

Now, the muscle of the sale event will be shown by small and medium-sized enterprises (SMEs), the sector most impacted by the outbreak of COVID-19.

More than 440 companies participate in the edition, of which 25% are SMEs. In addition, the number of total participants exceeded the number of shops from past editions.

Several things will leave this Hot Sale. It was born as an AMVO strategy to help the digital economy grow in Mexico. Curiously, this year’s Hot Sale is going to be the digital economy helping Mexico. We are convinced that this year will be an engine to help revive the economy

Eric Pérez-Grovas, President of AMVO, told THE CEO

On the one hand, the participating businesses asked to extend the days of the campaign in order to have the greatest possibility of reactivating their sales.

Pérez-Grovas said that, for the first time, the Hot Sale is going to be the difference for SMEs to sell, something that for now seems complicated in the vast majority, regardless of the turn of business.

Several participating companies will also take out their socially responsible side, by donating part of their profits to the medical staff.

“It will be different because electronic commerce is generating jobs. All the companies affiliated to AMVO are hiring thousands of people and in Hot Sale more people will be needed. For these reasons we believe that this edition will be very special, ”said Pérez-Grovas.

Travel is no longer the favorite category

The planned budget for the Hot Sale 2020 remains stable despite the quarantine. Four out of 10 buyers plan to spend between 1,000 and 5,000 pesos.

However, there is a change in purchasing preferences due to the health emergency. Last year, the category with the highest sales was Travel, followed by Electronics.

This year, electronics, Clothing, as well as Toys and Videogames, are gaining ground as they are those of greatest interest in the running of the bulls. Food and educational courses will also stand out.

The sixth edition registered sales of more than 11,082 million pesos and a total of 419 participating companies. While the number of visits to the websites of participating companies was 263 million and two million new buyers were registered.

The success and forecasts of AMVO will be defined based on the results released on June 1.