Border Boom: Most of New Mexico’s Top Cannabis Retailers Are in the El Paso Area

New sales data from February 2025 reveals a powerful truth about New Mexico’s cannabis market—the state’s top-selling dispensaries are overwhelmingly concentrated near the Texas border, with Sunland Park leading the charge.

As cannabis remains illegal in Texas, border towns like Sunland Park have become magnets for adult-use customers from El Paso, many of whom cross state lines specifically to shop at New Mexico dispensaries. While cities like Albuquerque offer a more competitive environment with a stronger mix of both medical and adult-use sales, the biggest revenue drivers in the state are almost exclusively catering to out-of-state adult consumers.

February’s Top Retailers by Total Sales

1. Dark Matter (Sunland Park)

With $1.2 million in total monthly sales, Dark Matter continues to top the list as the highest-grossing dispensary in New Mexico. Over 95% of its sales came from adult-use customers, underscoring its status as a premier destination for Texans visiting from El Paso. Located just minutes from the border, Dark Matter is strategically positioned to capitalize on cannabis tourism, and it has clearly mastered the formula.

But Dark Matter isn’t just about high volume. Founded with a commitment to innovation, inclusion, and authenticity, the company has quickly built a name for itself as one of New Mexico’s most progressive and forward-thinking cannabis operators. The brand blends cutting-edge retail design with cultural influences, describing itself as an "art-infused, identity-driven" company that aims to redefine the dispensary experience.

According to their mission, Dark Matter sees cannabis as a "gateway to wellness, inspiration, and human connection," and that philosophy is reflected in both their product curation and customer engagement. From immersive retail environments to an emphasis on community, Dark Matter has crafted an experience that resonates with a wide demographic—from first-time users to seasoned cannabis consumers.

Their Sunland Park location, in particular, is designed to serve a high-volume, adult-use customer base while maintaining a distinctive brand identity rooted in bold expression, cultural relevance, and top-tier cannabis products. This mix of strategic location, strong brand values, and modern aesthetics helps explain why Dark Matter is leading the pack not only in sales—but in influence.

2. Field of Dreams (Sunland Park)

Close behind the state’s top-seller is Field of Dreams, which brought in $974,490 in total sales during February. Approximately 98% of those sales came from adult-use customers, reflecting its overwhelming appeal to cross-border visitors from El Paso and surrounding areas in Texas. Like its neighbor, Dark Matter, Field of Dreams has firmly established itself as a go-to stop for cannabis tourism in Sunland Park.

More than just a high-volume retailer, Field of Dreams stands out for its deeply rooted community values and educational approach to cannabis. According to the company, their mission is to be a place where people can “grow, heal, and thrive”—a nod to both the plant and the people they serve. The dispensary was built by locals for locals, with a commitment to providing a welcoming, stigma-free environment for both newcomers and long-time cannabis users.

Field of Dreams places a strong emphasis on customer education and empowerment, aiming to be a resource for those navigating cannabis for wellness, creativity, or recreation. The brand prides itself on offering personalized recommendations and curated product selections designed to support physical, emotional, and spiritual well-being.

Their team is composed of passionate, knowledgeable budtenders trained to assist a wide range of customers—from first-time adult-use buyers to experienced medical cannabis patients transitioning to the adult-use market. And with a location just a few miles from El Paso, the dispensary is uniquely positioned to serve thousands of out-of-state visitors while still honoring its commitment to local New Mexicans.

With its blend of high-touch service, community focus, and consistent sales growth, Field of Dreams is proving that heart and hustle can go hand-in-hand—and its near-million-dollar monthly revenue shows the model is working.

3. Cookies (Albuquerque)

One of the most recognized names in cannabis, Cookies Albuquerque brought in $875,650 in total sales for February, standing tall as the top-performing single-store location in the city. While much of New Mexico’s adult-use momentum is concentrated near the border, Cookies ABQ proves that brand power, consistency, and a loyal base of medical cannabis patients still carry significant weight.

Roughly 36% of its sales came from medical cannabis patients, a much higher share than other top-performing dispensaries. This reflects Cookies’ ability to cater to both medical and adult-use customers—a rare dual focus in a state increasingly dominated by recreational sales.

Founded by rapper and entrepreneur Berner, Cookies has become a global cannabis powerhouse by combining top-shelf genetics, streetwear aesthetics, and cultural influence. Their Albuquerque store maintains that signature Cookies look and feel—complete with sleek interior design, exclusive strains, and a merchandise selection that fuses cannabis with hip-hop and fashion culture.

Cookies ABQ doesn’t just offer products—it offers an experience. Customers come not only for premium flower like Gary Payton, Georgia Pie, or Cereal Milk, but also for brand exclusivity and lifestyle alignment. That cross-section of culture and quality is what allows Cookies to thrive in a competitive urban market, even as smaller operators compete on pricing and variety.

As one of the few high-performing dispensaries with strong medical cannabis patient retention, Cookies ABQ is a key player in balancing industry growth with patient care—all while keeping its status as one of the coolest brands in cannabis intact.

4. Oasis Cannabis Co. (Multiple Locations)

While individual dispensaries in Sunland Park and Albuquerque posted impressive numbers, Oasis Cannabis Co. stands out for its statewide footprint and multi-site success. With six retail locations across New Mexico—including Albuquerque, Roswell, and Farmington—Oasis brought in a combined $2.19 million in February sales, making it the top-performing company by portfolio volume.

Unlike many dispensaries that lean heavily toward either adult-use or medical customers, Oasis takes a balanced, community-oriented approach. Across its locations, the brand has cultivated a broad customer base that includes both adult-use customers and registered medical cannabis patients, especially in urban areas like Albuquerque and Farmington.

Oasis Cannabis Co. is known for creating inviting, education-forward retail environments. Their stores focus on accessibility, wellness, and product transparency, welcoming both first-time shoppers and long-time patients. As a local New Mexico brand, Oasis takes pride in being rooted in the communities it serves—offering competitive pricing, daily deals, and one of the widest product selections in the state.

But beyond variety, it’s the company’s operational strength and scalability that truly set it apart. Oasis has successfully replicated its customer service model and inventory structure across multiple cities—something few cannabis retailers in New Mexico have achieved at this level. Their consistency in layout, budtender training, and customer engagement helps build trust no matter which location a customer visits.

The Albuquerque stores remain the flagship contributors, with several bringing in between $290K and $610K monthly, but Roswell and Farmington also show steady growth in underserved regions.

Additionally, Oasis isn’t a stranger to the headlines. While its brand presence is strong, it has faced recent legal scrutiny tied to a class-action lawsuit over alleged wage practices—something we’ll continue to follow closely as the case develops. Even amid controversy, Oasis’s strong sales and wide reach position it as one of the most influential cannabis operators in the state.

Whether in the heart of ABQ or on the road to the Four Corners, Oasis has proven that strategic expansion, community focus, and customer reliability can be a winning formula in New Mexico’s cannabis economy.

5. Cookies (Sunland Park)

Just a few hours south, Cookies Sunland Park earned $669,900 in February sales, with more than 92% of that revenue coming from adult-use customers. Unlike its Albuquerque counterpart, the Sunland Park location is driven almost entirely by Texas foot traffic, serving as a high-end, must-stop shop for visitors crossing the border from El Paso.

Set against the hyper-competitive backdrop of Sunland Park’s borderland cannabis boom, Cookies differentiates itself through brand identity and strain exclusivity. Customers familiar with the Cookies brand know they can expect signature cultivars, high THC content, and a distinct retail vibe that mixes luxury with authenticity.

Despite being in a market saturated with dispensaries aiming to serve the same cross-border clientele, Cookies Sunland Park has carved out a loyal following—especially among those seeking premium products and a branded retail experience. With bold aesthetics, knowledgeable staff, and a tightly curated product selection, the dispensary reflects the same cultural DNA that made Cookies a dominant name from California to New York.

Its ability to maintain high sales in a tourist-driven area—while charging above-average prices for exclusive genetics—shows the continued pull of branding in a maturing market.

6. Mango Cannabis (Sunland Park)

Rounding out the top performers in Sunland Park, Mango Cannabis brought in $543,600 in February sales, with over 96% of its revenue driven by adult-use customers. While it trails behind giants like Dark Matter and Field of Dreams, Mango is quietly becoming one of the most consistent and promising retail players in the Sunland Park market.

Originally launched in Oklahoma, Mango Cannabis made its New Mexico debut with a focus on high-quality products, competitive pricing, and a modern, clean retail aesthetic. Their expansion into Sunland Park was a strategic move aimed directly at capturing the attention of El Paso consumers seeking fast, friendly access to legal cannabis—and it’s paying off.

Unlike some competitors who emphasize luxury or exclusive genetics, Mango positions itself as a reliable, welcoming, and value-driven dispensary. Their product offerings include a well-rounded mix of locally grown flower, pre-rolls, edibles, concentrates, and cartridges, catering to both the cannabis connoisseur and the casual weekend tourist.

What sets Mango apart in a saturated market is its reputation for consistency and customer service. While it may not boast the same brand cachet as Cookies or the cultural edge of Dark Matter, Mango’s efficient service model, broad inventory, and down-to-earth vibe have made it a go-to for return customers from across the border.

Its location—tucked between other high-volume Sunland Park dispensaries—gives Mango steady foot traffic, but it’s their competitive pricing and friendly staff that keep people coming back. For Texans making a quick trip, Mango offers a stress-free, no-frills cannabis experience that doesn’t sacrifice quality.

With room to grow and an operational model built on accessibility, affordability, and reliability, Mango Cannabis is quietly establishing itself as a long-game contender in one of New Mexico’s most lucrative cannabis corridors.

📍 The El Paso Effect: Border Towns Lead the Way

One of the most defining trends in New Mexico’s cannabis economy is the massive influence of cross-border tourism from Texas—particularly from El Paso. Although cannabis is fully legal in New Mexico, it remains prohibited in Texas for both recreational and medical use. That legal disconnect has created a booming border economy, with towns like Sunland Park transforming into high-traffic cannabis retail hubs.

Out of New Mexico’s top 20 cannabis retailers in February 2025, nearly half were located near El Paso, with the majority concentrated specifically in Sunland Park—a small but strategically positioned city just minutes from downtown El Paso. While Sunland Park has a population of just over 17,000, its daily customer flow reflects a much larger economic footprint thanks to visiting Texans.

In total, Sunland Park’s top four dispensaries—Dark Matter, Field of Dreams, Cookies, and Mango—collectively generated more than $3.3 million in sales in a single month, driven almost entirely by adult-use purchases. These retailers reported medical cannabis sales as low as 2%–5% of total transactions, clearly signaling that their business is powered by out-of-state adult consumers crossing the border for legal access.

This phenomenon isn’t just a boost for individual dispensaries—it’s become a cornerstone of New Mexico’s cannabis industry as a whole. Sunland Park, despite its small size, accounts for a disproportionate share of the state’s total adult-use revenue. Retailers here are designed with speed, efficiency, and visitor flow in mind—offering easy parking, streamlined check-in processes, and product menus optimized for quick decision-making by tourists who may be unfamiliar with legal markets.

Additionally, some Sunland Park dispensaries report peak weekend traffic rivaling large urban stores, with customers often driving in from as far as Midland, Odessa, Lubbock, and even Dallas. For many of these visitors, Sunland Park is not just the nearest option—it’s their only option for legal, regulated cannabis.

This dynamic has also shaped retail strategy in the region. Dispensaries that succeed in Sunland Park don’t just offer great product—they understand the border consumer mindset. Brands like Dark Matter and Field of Dreams have invested in distinctive experiences and strong branding to stand out, while retailers like Mango and Cookies Sunland Park leverage name recognition and value pricing to draw repeat visits.

As long as prohibition persists in Texas, Sunland Park will continue to function as New Mexico’s cannabis gateway, with El Paso serving as an informal but critical customer base. The El Paso Effect is not a side story in New Mexico’s cannabis narrative—it’s the main engine driving the industry’s most lucrative retail zones.

Market Trends: Adult-Use Dominates

Across New Mexico’s top 20 cannabis retailers, adult-use customers accounted for 76% of all total sales in February—a clear indication that recreational cannabis is now the dominant force driving the state’s legal market. While New Mexico initially launched its cannabis program with a focus on registered medical cannabis patients, the adult-use rollout has reshaped the landscape dramatically in just under two years.

This shift reflects a broader national trend: as recreational markets mature, adult-use tends to overtake medical programs in both customer volume and product sales. Many consumers who previously registered for medical access now find it more convenient to shop recreationally.

Border Towns: Nearly 100% Adult-Use

Nowhere is this shift more visible than in Sunland Park, where medical cannabis patients represent only a sliver of dispensary traffic. Dispensaries in this region—Dark Matter, Field of Dreams, Mango, and Cookies—report medical sales as low as 2%–5% of total monthly revenue. These locations are optimized for speed, convenience, and scale, catering almost exclusively to adult-use customers traveling in from El Paso and other parts of Texas, where legal access is nonexistent.

This reliance on out-of-state recreational demand means Sunland Park retailers rarely need to build infrastructure around medical-specific offerings, such as patient discounts, high-CBD selections, or specialized consultations. Their business models are instead built for high-volume, quick-turnaround transactions, often from first-time or occasional cannabis users.

Central NM: Medical Patients Still Matter

In contrast, dispensaries in Albuquerque, Rio Rancho, and Roswell maintain a stronger connection to the medical cannabis patient community. These cities have longer-standing patient bases, and many dispensaries were originally licensed under New Mexico’s medical-only framework.

A prime example is Verdes Foundation (Albuquerque), which reported $171,090 in medical cannabis patient sales in February—accounting for nearly 46% of its total revenue. That figure is nearly unheard of in Sunland Park, illustrating just how regionally distinct the state’s cannabis consumer base has become.

Other central New Mexico retailers—like Oasis Cannabis Co. and R. Greenleaf—also maintain significant patient support, offering tax exemptions, product education, and dedicated medical menus. These services are essential for patients managing chronic conditions who require consistent cannabinoid ratios, lower dosing options, and professional guidance.

Medical Cannabis: Shrinking, But Still Vital

While adult-use dominates total revenue, medical cannabis patients still play a crucial role, especially in markets with older demographics or limited economic access. Medical patients in New Mexico do not pay the 12–20% gross receipts and excise taxes that recreational users do, making medical registration a cost-saving choice for frequent consumers or those on fixed incomes.

Furthermore, patients often have access to higher purchase limits, stronger product potencies, and medical-grade products not always available to the general public. As a result, the medical market continues to sustain specific retail strategies, even if it no longer drives the majority of sales.

In short, while adult-use is clearly the dominant market force, New Mexico’s cannabis ecosystem still requires a thoughtful balance between rapid-growth tourist zones like Sunland Park and patient-centered urban markets like Albuquerque. For operators, success depends on understanding not just what customers buy—but why they’re buying it, and who they are.

Regional Breakdown

Sunland Park has quickly become New Mexico’s undisputed cannabis capital in terms of revenue, fueled almost entirely by out-of-state tourism from Texas. Despite its small population, the city’s proximity to El Paso and strategic positioning along the state line have turned it into a cannabis retail powerhouse. With minimal participation from medical cannabis patients, dispensaries here are built to serve the high-volume, adult-use market—offering fast, transactional experiences designed for out-of-town customers. Dispensaries like Dark Matter, Field of Dreams, Cookies, and Mango dominate the local landscape, bringing in more than $3.3 million in combined monthly sales.

Albuquerque, by contrast, represents a more mature and balanced cannabis ecosystem. As the state’s largest metro area, it supports a competitive, year-round customer base that includes both adult-use consumers and a large number of medical cannabis patients. Dispensaries such as Oasis Cannabis Co., Verdes Foundation, and Cookies ABQ compete on brand reputation, community outreach, loyalty programs, and product diversity. While individual store sales in Albuquerque may not reach Sunland Park levels, the volume is steadier and more diversified, with several dispensaries posting $600K–$875K per month, often supported by returning patients and local consumers.

In cities like Rio Rancho, Hobbs, and Jal, cannabis sales volumes are noticeably lower, but consistent. These communities tend to rely more on local customers rather than tourism, and dispensaries here serve smaller but loyal patient and adult-use populations. For instance, Verdes in Rio Rancho and Canna Buddha in Hobbs each brought in approximately $270K in February, reflecting stable, regionally focused business models that prioritize community engagement and accessibility over high-volume turnover.

While these smaller markets may not generate headlines, they play a vital role in ensuring statewide cannabis access—especially for residents who may not live near a border town or major urban hub.

Final Thoughts

While New Mexico's legal cannabis industry stretches from the Four Corners to the southeastern oil towns, the state’s most explosive growth is clearly concentrated along its southern border. What’s unfolding in Sunland Park is more than just a regional sales trend—it’s a borderline economic phenomenon, driven largely by out-of-state adult-use demand, particularly from El Paso and surrounding areas in Texas.

Sunland Park’s strategic position—mere minutes from a metro area of nearly 1 million Texans—has transformed it into the heart of New Mexico’s cannabis commerce. Despite its small population and limited infrastructure, Sunland Park now ranks among the most valuable pieces of retail real estate in the state’s cannabis map.

This surge of cross-border traffic is fueling millions in monthly sales for just a handful of dispensaries. And unlike other cannabis markets that rely on long-term local growth or medical patient expansion, Sunland Park is thriving on a revolving door of cannabis tourism. Customers drive in, stock up, and return across state lines—making adult-use cannabis a destination purchase.

However, this growth model is not without risk. The foundation of Sunland Park’s dominance is built on Texas remaining a prohibition state. Should Texas move toward legalization—or even decriminalization—Sunland Park could face dramatic shifts in demand, and the entire southern corridor of New Mexico would need to quickly adjust its retail strategies. Dispensaries dependent solely on high-volume adult-use traffic may find themselves overexposed to changes in Texas law.

That’s why the most resilient cannabis brands in New Mexico will be those that adapt to short-term booms without abandoning long-term fundamentals. Operators like Oasis, who balance multiple locations and still serve medical cannabis patients, are better positioned to withstand market fluctuations. Similarly, brands like Verdes and Cookies (ABQ) show that there’s still strength in serving local communities and retaining medical trust.

In the months ahead, all eyes will be on the Texas legislature and the 2026 gubernatorial race, where cannabis reform could take center stage. Until then, Sunland Park remains a rare case study in cannabis-driven economic development—a place where policy borders have become business opportunities, and cannabis sales are as much about geography as they are about branding.

As long as New Mexico remains legal and Texas remains dry, the state line won’t just be a boundary—it’ll be the backbone of New Mexico’s cannabis economy.