SANTA FE — The New Mexico Tourism Department (NMTD) is doing its part to encourage residents and visitors to shop local this holiday season through the annual New Mexico True Certified holiday gift guide.

The 2025 New Mexico True Certified holiday gift guide is the largest ever published by NMTD, featuring 158 locally grown and produced goods from snacks, jewelry, fine art, apparel, home décor, self-care and more. The 2024 version of the holiday gift guide featured 145 products.

The annual holiday gift guide published just in time for Small Business Saturday on November 29 where residents are encouraged to shop local for the holidays, whether it be through the department’s holiday gift guide, attending a local holiday market or stopping by your favorite brick-and-mortar shop in the neighborhood.

“Choosing to shop local is one of the more meaningful actions that we all have the power to make this holiday season,” said Acting Tourism Secretary Lancing Adams. “Our holiday gift guide provides the perfect opportunity for New Mexicans at heart near and far to support their favorite New Mexico business during a time where we’re all looking to give a little extra to uplift our small business community.”

Earlier this year, the New Mexico True Certified program reached a major milestone when it welcomed its 500th partner to the program after nearly 10 years since the initial launch of the program. The program was originally established in Spring 2016 with a couple dozen initial partners and has since grown into the department’s largest program by far regarding number of partners.

The New Mexico True Certified program was created in response to expressed interest from the local business community for the opportunity to share in the New Mexico True brand. Recognizing that small businesses are the backbone of the visitor economy in destinations throughout New Mexico, NMTD decided to create an extension of the New Mexico True brand that allowed merchants, artists and entrepreneurs to “certify” that their product is made and grown in New Mexico.