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An initiative of New Mexico MainStreet (NMMS), Choose MainStreet aims to inspire New Mexicans and tourists to shop, eat, and play in MainStreet and Arts & Cultural districts. While this is a year-round initiative, it’s especially relevant during the holiday giving/shopping season because most small businesses rely on holiday sales as part of their annual income. By choosing to shop and dine in MainStreet districts, small businesses thrive, the local economy grows, jobs are supported, and the quality of life for the whole community improves.
Shopping at local small businesses first gives small business owners, entrepreneurs, artists, growers, and makers an opportunity to grow their business and livelihood. Choosing local first also gives shoppers the satisfaction of supporting their neighbors and showing community pride during the season of giving and goodwill.
More than half of New Mexico workers are employed by a small business (53% according to the Small Business Association) — supporting these businesses truly makes a difference in the community! For every $100 spent locally, $68 stays local and recirculates. For every $100 spent at a chain store, only $43 stays local. The bottom line is that shopping MainStreet will keep more money in the community to be re-spent.
For the ❤️ of local, Choose MainStreet!
Small Business Saturday is November 29, 2025. Small Business Saturday is not a tax holiday in New Mexico this year. Nevertheless, NMMS encourages shopping small all season long!
Small Business Saturday is an annual reminder to shop small and support local businesses. It was created during the 2010 recession by American Express. Ever since it’s inception, Small Business Saturday has been celebrated in every state and promoted with American Express’ free marketing materials and Neighborhood Champion program.
Main Street America provides 9 strategies that community leaders can implement to maximize Small Business Saturday’s impact in their communities!
To help small businesses grow, innovate, and support their local communities, American Express is teaming up with Main Street America this Small Business Saturday® to launch the Amex Shop Small Grants Program. The application period will open on Saturday, November 29, 2025.
Reasons to Shop MainStreet First
Click the image to download or download all images with this zip file.
✦ Brick and mortar small businesses are the backbone of the community’s local economy.
✦ Small businesses are the heart of the community.
✦ The local economy thrives when resources are reinvested in the community.
✦ Find one-of-a-kind items and treasures in local small businesses.
✦ Shopping local supports artists, entrepreneurs, makers, and growers.
✦ Small businesses create local jobs.
✦ Local businesses are more likely to contribute to community charities.
✦ Money spent locally recirculates and strengthens the local tax-base.
✦ A vibrant local economy improves the quality of life for everyone in the community.
✦ Supporting local small businesses encourages community pride.
Click on the social media graphics below to download or download all of them with this zip file.
| Suggested Posts: Use hashtags #ChooseMainStreet #ShopSmall and/or #LoveLocal to show your support. |
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| Choose MainStreet first this shopping season #ShopSmall #LoveLocal |
| Shopping small is the gift that keeps on giving! #ChooseMainStreet |
| Local first is the best way to show love for your community #ChooseMainStreet |
| MainStreet businesses are the heart of the community, create local jobs, and give back to the community #ShopSmall |
| MainStreet businesses strengthen community pride, offer unique treasures, and support artists/makers/growers #LoveLocal |
| MainStreet businesses support the local economy, reinvest in the community, and improve the quality of life #ChooseMainStreet |
| Give a gift card from a local business #ShopSmall |
| Dine at a local restaurant #LoveLocal |
| Gift locally made goods #ChooseMainStreet |
| Find a hidden treasure #ShopSmall |
| Buy from local artists #LoveLocal |
| Get movie or performance tickets #ChooseMainStreet |
| Create memories downtown #ShopSmall |
| Show your community pride #LoveLocal |
| Shop at MainStreet businesses first during the holiday giving season to support your local community! |
| Choose small businesses in MainStreet districts first during the holiday shopping season to keep dollars in the local economy. |
| Shopping locally supports local jobs and a higher quality of life for the whole community. Shop MainStreet this holiday season! |
| Show your thanks on Small Business Saturday, Nov. 29! Support locally owned MainStreet businesses by shopping small. |
| November 29 is Small Business Saturday! Support locally owned MainStreet businesses this holiday season. |
| On Small Business Saturday and throughout the holiday giving season, shop MainStreet businesses first for the ❤️ of local. |
| Discover local treasures that bring joy by shopping in your MainStreet district during the holidays. Spread cheer and support your local community! |
| Discover treasures in your local MainStreet district. For the ❤️ of local, Choose MainStreet! |
| Shop MainStreet this holiday season to support local artists, makers, growers, and entrepreneurs! |
| When money is spent at locally owned businesses, it has a greater impact because that money continues to recirculate in the community. |
| There’s no place like MainStreet for the holidays! Spread holiday cheer and shop local. |
| There’s no place like MainStreet for the holidays! Choose local MainStreet businesses first during the giving season. |
| Put your money where your ❤️ is by shopping MainStreet for the love of local! |
| When you support MainStreet businesses, you support someone’s dream. For the ❤️ of local, Choose MainStreet. |
New Mexico Holiday Gift Guide – True Certified
Ring in the holiday season in the Land of Enchantment with these True Certified goods and creations. New Mexico True Certified has delightful products grown and produced in New Mexico, so get yourself or a friend a gift you know is from the heart of New Mexico.
New Mexico Magazine’s Holiday Gift Guide
Discover unique gifts from New Mexico’s finest local businesses and give back by donating to local nonprofits.
New Mexico Taste the Tradition Holiday Lookbook
This Thanksgiving, the New Mexico Department of Agriculture will release the fourth edition of the New Mexico Taste the Tradition Holiday Lookbook, an online gift guide featuring products grown and made in the Land of Enchantment.
Turn Black Friday green by getting outside at a New Mexico State Park
Entry to all state parks is free on Nov. 28
New Mexico State Parks is waiving day-use admission fees for all visitors on the day after Thanksgiving, allowing anyone wishing to avoid Black Friday shopping crowds to opt outside instead.
New Mexico Traditions holiday celebrations
To help New Mexicans get ready for the festivities, the New Mexico Department of Cultural Affairs has put together a slate of seasonal events from Santa Fe to Mesilla through the New Mexico Traditions program.