The New Mexico Tourism Department (NMTD) has released its annual New Mexico True Certified Summer Gift Guide, featuring 89 locally produced goods. The guide includes a variety of items such as jewelry, home décor, personal care products, fine art, apparel, pottery, and snacks.
"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."
The NMTD conducts an annual survey of New Mexico True Certified businesses to gather insights into the types of products they offer and their business environment. According to the 2024 survey results, nearly three-quarters of these businesses are woman-owned. Additionally, 10 percent identify as veteran-owned and nine percent as LGBTQIA+ owned.
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A key advantage of the New Mexico True Certified Program is the ability for businesses to use the New Mexico True brand in their product packaging and label design. The survey indicates that 78 percent of business partners incorporate the New Mexico True Certified logo on at least one product label, while 24 percent use it on all their labeled products. Furthermore, 65 percent feature this branding on their websites.
Social media plays a significant role in promoting these businesses. The survey shows that 80 percent use Facebook and 76 percent use Instagram for promotion. YouTube and TikTok follow with usage rates of 12 percent and 15 percent respectively. Interestingly, more businesses reported not using social media (10 percent) than those using X (formerly Twitter), which is utilized by six percent.
Since its inception, approximately 450 products have been labeled "New Mexico True Certified." The latest gift guide can be accessed at www.newmexico.org.
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