Sunland Park Sees 'Green Wednesday' Surge as New Mexico Eyes $2 Billion Sales Milestone

Border dispensaries report record traffic from El Paso ahead of Thanksgiving, defying national retail slumps.

November 27, 2025

SUNLAND PARK, N.M. – While retailers across the country braced for a mixed holiday shopping season, cannabis dispensaries along the New Mexico-Texas border experienced one of their busiest days on record yesterday. "Green Wednesday," the day before Thanksgiving, has cemented itself as the Black Friday of the cannabis industry, and 2025 proved no exception for the booming Sunland Park market.

Parking lots at major dispensaries along Sunland Park Drive and McNutt Road were at capacity Wednesday afternoon, with license plates from Texas dominating the scene. The surge in cross-border commerce comes as New Mexico’s adult-use cannabis industry approaches a historic $2 billion in total sales since its launch in 2022, driven largely by border communities serving the prohibitionist state next door.

The Thanksgiving Rush

Preliminary reports from local retailers indicate that transaction volumes on November 26 exceeded typical Wednesday figures by over 40%. The "Green Wednesday" phenomenon—fueled by consumers stocking up on edibles, flower, and vapes for the long holiday weekend—has become a critical revenue driver for the state.

Data released by the New Mexico Regulation and Licensing Department (NM RLD) earlier this month set the stage for a strong holiday finish. October 2025 sales reached nearly $47 million, rebounding from a slight seasonal dip in late summer. Adult-use sales accounted for approximately $36.5 million of that total, highlighting the shrinking share of the medical market as recreational access expands.

"The holiday lift is real, and it started earlier this year," said a manager at a prominent Sunland Park dispensary who asked not to be named. "We saw increased foot traffic starting Monday, culminating in a non-stop rush yesterday. People are looking for convenience and bulk deals before family gatherings."

Local Impact: The El Paso Connection

The economic symbiosis between El Paso and Sunland Park remains the defining feature of the southern New Mexico market. With Texas failing to pass recreational legalization during its 2025 legislative session, El Paso residents continue to rely on Sunland Park for legal, regulated cannabis.

The traffic patterns yesterday highlighted this dependence. Observers noted significant congestion on Sunland Park Drive leading into New Mexico, mirroring the traffic often seen during major events at the nearby racetrack.

For Sunland Park, this influx translates to vital tax revenue. The city has consistently ranked behind only Albuquerque and Las Cruces in total cannabis sales, punching well above its weight class due to its proximity to El Paso’s nearly 700,000 residents.

However, the dynamic is shifting slightly. In Texas, the 2025 legislative session ended without a ban on hemp-derived THC products, meaning El Paso smoke shops can still legally sell Delta-8 and other hemp derivatives. Despite this local availability in Texas, the crowds in Sunland Park suggest that consumers still heavily prefer the tested, high-potency Delta-9 products available in New Mexico’s regulated market.

State and National Context

New Mexico’s steady performance stands in contrast to the uncertainty plaguing the federal landscape. The Drug Enforcement Administration (DEA) had been expected to hold a hearing on rescheduling cannabis to Schedule III in January 2025, but procedural delays have left the industry in a holding pattern (Marijuana Moment).

Without federal tax relief or interstate commerce, state markets like New Mexico must rely entirely on internal efficiencies and border tourism. The state is currently on track to surpass $2 billion in total cumulative sales (medical and adult-use combined) by the end of 2025, a milestone that underscores the industry's rapid maturity.

"New Mexico is proving to be a resilient market," noting analysts from MJBizDaily. "While other mature markets have seen price compression erode top-line revenue, New Mexico’s border advantage provides a unique buffer."

Expert Analysis

Industry observers suggest that the "Green Wednesday" success signals a normalization of cannabis in holiday traditions.

"Cannabis is moving from a niche vice to a standard holiday supply, right alongside wine and pumpkin pie," said a local industry consultant. "For dispensaries in Sunland Park, the strategy has shifted from pure novelty to service speed and inventory management. When you have hundreds of cars coming from El Paso, the bottleneck isn't demand—it's how fast you can process compliant transactions."

The consultant also noted that price stability has helped. After years of fluctuation, flower prices in New Mexico have stabilized, making the trip across the border economically viable for Texas consumers even with gas prices in mind.

What Happens Next

December Sales Watch: Retailers expect the momentum to carry through December, with another spike anticipated just before Christmas and New Year’s Eve.

Legislative Lookahead: As New Mexico prepares for its 2026 legislative session, local stakeholders are watching for potential changes to cannabis tax structures or enforcement regarding illicit operators, which remain a concern for licensed businesses.

Federal Movement: The industry awaits a new date for the DEA’s rescheduling hearing. Until then, the status quo—high taxes (280E) and cash-heavy operations—remains the reality for Sunland Park businesses.

Sources: New Mexico Regulation and Licensing Department (RLD), MJBizDaily, Marijuana Policy Project (MPP).