Each year, around 50 guinea pigs attend the PigNic at B&B Pet Stop with their people.
PLENTY OF PET STORES host vendor demos, but B&B Pet Stop in Mobile, AL, has spent more than a decade building something far more niche. Its annual PigNic, a summertime “picnic” for guinea pigs and their families, draws around 50 pets each year and has become a model for how retailers can turn small animal education into community engagement, product discovery and a measurable sales lift.
THE IDEA
PigNic actually began with rabbits. For years, B&B has hosted an educational Bunny Hop event a month after Easter to help rabbit owners with nutrition, grooming and enrichment.
Its success — and the enthusiasm of brand partner Kaytee — sparked the idea of creating something similar for guinea pigs.
“The only month we had open was August,” General Manager and Co-Owner Sally Adams Trufant says. The team brainstormed with their Kaytee rep, Betsy Maldonado, and landed on the summertime PigNic.
The goal was the same as for Bunny Hop: education that helps pets thrive and keeps customers coming back. When 52 guinea pigs showed up to the first PigNic in 2013, they knew it would be an annual event for B&B.
Guinea pigs score free treat samples based on which habitat they go into during the Treasure Hunt.
THE EXECUTION
Planning begins in January by coordinating dates with Maldonado to ensure she can attend.
Two months out, the store launches promotions through front window and in-store signage, social media posts and 2-inch “chits” attached to guinea pig foods, hays and treats.
“In-store signage is the best way to get the word out — along with social media posts,” Trufant says.
Safety and stress management are essential. Guinea guests arrive in everything from pet carriers to laundry baskets, the latter of which Trufant notes is “a great opportunity to sell a pet carrier on the day of the event.” Staff encourage families to hold their pigs — especially for photos — and gently guide folks to return any distressed pets to their carriers.
PigNic programming is designed to be educational, interactive and fun. The Treasure Hunt, where guinea pigs choose hiding spots that correspond to prizes, provides an opportunity to teach owners about prey-animal instincts and habitat design. The Treat Buffet lets pigs sample various Kaytee treats while staff talk through enrichment ideas and foraging opportunities. Every attendee leaves with a labeled “snack pack” of their guinea pig’s favorites.
“We also have a Nutrition Table of foods and hays and an Enrichment Table of toys,” Trufant adds. “Generally, the rep will work those tables since they are selling their products.”
B&B Pet Stop staff provide complimentary grooming, including brushing and nail trimming, during the event.
THE RESULTS
B&B Pet Stop does not charge an entry fee to PigNic, but the two-hour event delivers clear business value.
“The point of the PigNic is fun and education, so it’s not necessarily a big moneymaker,” Trufant says. Instead, the long-term impact comes from education, product discovery and relationship building.
Staff use the event to teach best practices that improve the guinea pigs’ lives and ultimately create lifetime customers. Featuring a wide range of guinea pig products leads to strong same-day sales. The store typically sees a 20% revenue jump in small animal supplies on event day, even with a 30% discount on all Kaytee products.
Social media engagement spikes as families share event photos across platforms, driving awareness for the event and the store. Having a signature event on the calendar gives B&B “juicy, feel-good content for social media before, during and after,” Trufant adds. She personally greets and photographs every guinea pig and family, then edits and posts the portraits.
“Folks comment, tag and share the photos to their own accounts, which spreads the word both about the event, but also about how much fun we have at B&B Pet Stop.”
The intangible value is the community that develops around PigNic and the store.
“Where else can you take your guinea pig to meet up with a whole lot of other guinea pigs and get a bunch of free stuff!” Trufant says.
Returning families and the lively comment threads after each year’s event remain the clearest signs of success.
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Do It Yourself: Tips for Hosting a Small Animal Event
- Staff Up: You’ll need multiple helpers. Assign an enthusiastic greeter to manage flow, one employee each for the Treasure Hunt and Treat Buffet, and a staff member or vendor rep at the Nutrition and Enrichment tables. If offering nail trims, plan for one or two trained small-pet groomers.
- Keep It Educational: At a minimum, offer a nutrition/enrichment table and a treat-sampling station to teach owners about diet, habitat and enrichment options.
Lean on
- Vendors: Manufacturers value visibility and often supply free product for samples, prizes and station activities.
- Give Freebies: Send attendees home with goodies — a portioned bag of hay, treat packs and/or samples — to build goodwill and encourage product trial.
Prioritize
- Safety: Skip open playpens, which create chaos and stress. Keep pets with their families and create structured, guided activities instead.
