JUNE

1 Lost dogs with microchips are two and half times as likely to be returned as un-chipped dogs. For cats, it’s almost 20 times the rate. Bottom line: Pets should be chipped. During NATIONAL MICROCHIP MONTH, team up with a local veterinarian to spread the message. Create coupons that each business can give to pet parents at the other.

12-13 There’ll be no crowds and no Madison Square Garden for the WESTMINSTER KENNEL CLUB DOG SHOW — it’s been moved outdoors to Tarrytown because of, you guessed it, COVID-19. The show will stream live on FS1, FS2 and FOX. Go to westminsterkennelclub.org for the complete schedule, and be sure to show it on your in-store monitors.

14 Promote your grooming or DIY bath service on INTERNATIONAL BATH DAY. Extra credit for producing a beautifully shot video of dogs — or even cats — enjoying their time with you.

18 On NATIONAL SPLURGE DAY, promote products and services that allow your customers to give their pets an extra-special treat. A new scratcher? An adventure hike with their favorite dog walker? Bubble bath and massage with a groomer? Encourage the splurge!

20 Add extra calming treats and distracting bones to your weekly order because JULY 4TH and the fireworks many pets find terrifying will be here before you know it.

24-27 As of press time, the ATLANTA PET FAIR & CONFERENCE was on track for an in-person event at Georgia International Convention Center. Groomers, consider attending for tips and techniques to grow your business and cutting-edge products to inspire innovation.

JULY

1 NATIONAL INDEPENDENT RETAILER MONTH celebrates its 10th anniversary this year amid a growing awareness that mom and pop retailers are not only good for marketplace diversity, but also help support the unique identities of neighborhoods and keep more dollars in the local community. Loudly proclaim your independence with an event tied to July 4th. Tout your individualized customer service and the unmatched quality you offer compared to what’s available at a big-box store. Go to indieretailermonth.com for posters you can print to display in your store windows.

7 Above all, we humans are social creatures, which is why many of us are habitual fibbers — we want to maintain harmony and avoid conflict. This is not always a good thing, as issues get swept under the carpet of half-truths. On TELL THE TRUTH DAY, go the whole day without telling a lie (which includes the little white ones). Have a cup of coffee with staff members and tell them what you really think of their performance. Ask them to honestly rate your management. Remember, tell the truth, and you shall be free.

17 It’s WORLD EMOJI DAY. Used appropriately, these little graphics are a surprisingly powerful way to add context to marketing messages, drive engagement and humanize communication. According to WordStream, using an emoji in a Tweet can increase engagement by 25 percent, while using an emoji in a Facebook post can increase shares by 33 percent and interactions by 57 percent. If you haven’t done it yet, mark today by creating an Animoji based on your favorite pet.