Award-Free Tax: How the Good End Tax Lottery Works by the SAT
On Friday, December 13, the 2025 Good End Tax Lottery was held, organized by the Tax Administration Service (SAT) to promote purchases made through electronic means. The names of the lucky winners will be available starting December 16 at the website http://omawww.sat.gob.mx/sorteoelbuenfin/Paginas/index.html and at sat.gob.mx. It’s important for the winners to understand that this prize is tax-free, as it’s not just a deposit in their card but rather the cancellation of the debt accumulated on their credit card from purchases made during the Good End, thanks to financial institutions.
Prizes totaling 500 million pesos
For example, if during this season you bought a TV for 10,000 pesos in six-month installments and you were selected in the Tax Lottery, your bank will cancel the debt generated by that purchase, which means your 10,000 pesos credit limit will be restored. Additionally, you won’t have to pay any type of tax, whether federal or state, which would be the case if you won a prize from the National Lottery. According to Jesús Guillermo Mendieta González, a member of the Technical Commission for Tax Auditing of the Colegio de Contadores Públicos de México, "the bank doesn't pay you that money directly; they simply make a compensation to your credit line. If your line was 100,000 pesos and you bought a TV for 10,000, your line would have decreased to 90,000 pesos, but upon being selected in the lottery, the bank restores that 10,000, and you go back to your full line." Additionally, as part of a tax incentive, the SAT will exempt financial institutions from paying income tax on the amounts they restore to the lottery winners, the accountant added. According to Antonio Martínez Dagnino, head of the SAT, this edition of the Good End Tax Lottery distributed a pool of 500 million pesos in prizes among participating consumers and businesses. In total, 321,260 prizes will be awarded to consumers who purchased products starting at 250 pesos, with prizes ranging from 500 to 20,000 pesos, and a grand prize of 250,000 pesos, totaling 400 million pesos. For participating businesses, 4,987 prizes of 20,000 pesos will be distributed, making a total pool of 100 million pesos, plus a grand prize of 260,000 pesos, highlighted the tax authority. Octavio de la Torre de Stéffano, president of the Confederation of National Chambers of Commerce, Services, and Tourism (CONCANACO SERVYTUR), stated that the Good End 2024 exceeded expectations with the participation of over 190,000 businesses and an economic output exceeding 172.9 billion pesos, representing a 16.2% increase compared to 2023. Six out of ten companies reported a sales growth of up to 20%, emphasizing that electronic and technological products were the best sellers. Diego Cosío Barto, president of the National Association of Supermarkets and Department Stores (ANTAD), mentioned that during this Good End, the highest sales volume was recorded, reaching over 44 billion pesos in just four days, which is a 9.8% increase compared to 2023. Furthermore, over 28 million visits to physical stores and more than 110 million online visits were counted. Vidal Llerenas, deputy secretary of Industry and Trade of the Ministry of Economy, reaffirmed that this program is a continuous effort to assist small businesses and enterprises that comply with regulations, as well as an incentive from authorities to support these businesses, benefiting the national economy.
Such initiatives can have a very positive impact on the local economy by generating a buying cycle and acting as an incentive for consumers, thus creating a more favorable environment for spending. Additionally, the tax exemption for lottery winners reinforces the importance of using responsible financial tools, such as credit cards, during promotional periods like the Good End.
