Low Funds, High Expectations: Educating New Mexico’s Cannabis Consumers

New Mexico’s cannabis market has some unique challenges. The average basket size here is around $39—far below the California markets that thrive on high-dollar purchases. And that’s the first battle: New Mexicans don’t have a lot of extra money to spend; with a median household income of $51,945 and an average salary of $47,400, many consumers simply aren’t prepared to splurge on premium cannabis.

So if you want to sell them the higher-quality cannabis products, you’re going to need to educate them on why it’s worth the investment. But here’s the catch—New Mexico ranks among the lowest states in education. So, store owners aren’t just running dispensaries; they’re becoming educators too. They have to teach a community that’s struggling financially why they should spend money they don’t really have on products they might not understand.

Cannabis retailers in New Mexico are facing an uphill climb. It’s not enough to just stock the shelves; you’ve got to know your product inside and out, and then break it down for a community that’s never had to think too hard about what strain they’re buying. And it’s not a quick lesson either—these are conversations happening on a daily basis. Customers walk in, price tag in hand, looking for the cheapest high. But the challenge is convincing them that sometimes, spending a little more means getting something better: better effects, better quality, and ultimately, a better experience.

And here’s where it gets dicey. The education gap is real, and it stretches across everything, not just cannabis. Store owners are often learning everything on the fly, too—what terpenes are, why some strains hit differently, and how to stay compliant with complex regulations. Then they have to turn around and explain it to a customer base that, quite frankly, isn’t accustomed to the cannabis lingo. It's not just about competing with other stores; you're up against tight budgets and misinformation.

So, what does this mean for New Mexico's cannabis future? It means that if retailers want to win the long game, they’ll have to work twice as hard—investing not just in product, but in community education. They’ll have to change minds, slowly but surely, because right now, cannabis here isn’t just another product on the shelf—it’s a lesson waiting to be taught.

It’s tough out here, but if you can navigate that maze of poverty and low education, you might just have a shot. But it won’t be easy, and it won’t be quick.