THE CONSUMER-FACING Neighborhood Pet Store Day, created and promoted by the Independent & Neighborhood Pet Retail Association (IndiePet), celebrates independent pet retailers with support from member sponsors and partner brands.
What makes the campaign so successful for all involved? Pet parents now look forward to this day, when they get to show a little extra love to their favorite indie pet retailers and when those retailers reward them with super specials and fun events. For retailers, Neighborhood Pet Store Day can bring in new customers and record sales.
As the third annual event approaches, happening on Saturday, Sept. 27, IndiePet asked participating members to share their preparations and promotions to ensure the day is profitable, fun, and a memorable celebration of what makes indie pet retailers so special:
- “For the month leading up to Neighborhood Pet Store Day, place a sandwich board at the store entrance and signs at each register promoting the day. Get staff involved and remind them to mention the event to customers, that they should mark their calendars for big sales and other connected events. Make sure signage is obvious and clear, displays are clean and staff is bumped up to make sure great service is provided.” — Michael Palmer, Premier Pet Supply, Beverly Hills, MI
- “Post banners and posters throughout the store advertising Neighborhood Pet Store Day. Insert flyers in bags and hand out flyers individually, e-blast marketing messages and promote on social media. Get local non-profit organizations involved to broaden your customer base. They do not need to be pet-related (e.g., school sports teams, other community groups). Create and promote events using in-store services such as self-serve dog wash stations to bring in new customers and build community.” — Jusak Yang Bernhard and Jeff Manley, Wag Heaven, Georgetown, TX
- “Stock up on the foods and treats that are bestsellers, especially those that are being promoted by sponsoring brands. Create displays in the front of the store to encourage customers to shop these products.” — Heather Blum, Petagogy, Pittsburgh, PA
- “Take advantage of the great support and promotions provided by Astro! (They are an IndiePet member and Neighborhood Pet Store Day event partner.) Put high-margin items such as treats and toys on sale. Offer prizes such as raffle baskets provided by supporting distributors and manufacturers.” — Jennifer Marshall, Northwoods Pets, Rhinelander, WI
- Bernhard and Manley add that preparation for the event should be a year-round task. They recommend that their fellow retailers: “Maintain good relationships with your manufacturers and distributors. Be active in IndiePet, attend tradeshows and IndiePet- and brand-sponsored events. Reach out to brands to let them know you’ll be participating in Neighborhood Pet Store Day and ask for their support. Promote those IndiePet member brands who are committed to Neighborhood Pet Store Day through event sponsorships.”
Plenty of time still remains for retailers to participate in 2025. First-time retailer participants can get on the Find-a-Retailer map at neighborhoodpetstoreday.com. Past participants will be automatically added. IndiePet member retailers also can get their free in-store marketing kit at indiepet.org.
IndiePet is appreciative event sponsors — Acana, Open Farm, Orijen, Vital Essentials, Hill’s, Himalayan Pet Supply, Nulo, Primal, Redbarn, Canidae, Farmina, Fromm, Fussy Cat, Grandma Mae’s Country Naturals, GO Solutions, Natural Balance, NOW Fresh, Portland Pet Food, RawTernative, RAWZ, Smallbatch, Weruva, Zignature, and ZIWI — and reminds IndiePet brand members and potential brand members that sponsorships are an affordable way to support the indie retailers who support you.
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