SANTA FE — Just in time for Summer, the New Mexico Tourism Department (NMTD) published its annual New Mexico True Certified Summer Gift Guide.

The 2025 New Mexico True Certified Summer Gift Guide features 89 locally produced goods by artists and merchants from around the state. Shoppers will be able to find goods ranging from jewelry, home décor, personal care, fine art, apparel, pottery, snacks and more.

“Shopping local is one of the most impactful ways we can uplift our small business community,” said Acting Secretary Lancing Adams. “We are happy to do our part to promote and encourage shop local efforts for artists, merchants and entrepreneurs across New Mexico.”

Each year NMTD conducts an annual survey of New Mexico True Certified businesses to learn more about the types of products they sell and the business environment they operate in.

According to the 2024 survey of New Mexico True Certified business partners, nearly three-quarters of participating businesses are woman-owned. Additionally, 10 percent of responding businesses consider themselves to be veteran-owned and nine percent consider themselves to be LGBTQIA+ owned.

One of the benefits of the New Mexico True Certified Program is the opportunity to share in the strength and recognition of the New Mexico True brand by including New Mexico True Certified branding in product packaging and label design. According to the survey, 78 percent of business partners include the New Mexico True Certified logo with at least one of their labeled products and 24 percent include the logo with all their labeled products. Additionally, 65 percent of business partners include New Mexico True Certified branding in their website.

A strong majority of business partners rely on Meta social media channels to promote their business. According to the survey, 80 percent use Facebook and 76 percent use Instagram to promote their business. The next two most popular channels were YouTube and TikTok, representing 12 percent and 15 percent respectively. More responding businesses said they do not promote their business on social media (10 percent) than use X (formerly Twitter) to promote their business, which is used by six percent of responding businesses.

Since the founding of the New Mexico True Certified Program, roughly 450 products and goods now display the label of “New Mexico True Certified.”

The 2025 New Mexico True Certified Summer Gift Guide is available on www.newmexico.org.