FEBRUARY
1 Increase National Pet Dental Health Month sales with a “Best Smile” photo contest on your socials, a front-and-center product display in-store and/or a special on any related services such as teeth brushing. And don’t forget fun signage for out front. We love the “Dirty mouth? Clean it up!” message Bend Pet Express in Bend, OR, put on its exterior sign in 2024. That sure grabbed the attention of passersby!
1 February offers multiple opportunities to celebrate the love your customers feel for their pets. On Doggie Date Night, Feb. 3, host an in-store event to launch your Valentine’s Day photo set, wrapping things up for the holiday on Love Your Pet Day, Feb. 20. Some fun 2024 Valentine-themed ideas from your fellow indies: Wet Nose in Geneva, IL, hand-dipped strawberries in creamy carob and yogurt, then added dog-safe sprinkles and edible glitter. Mutts & Co. stores in Ohio hosted a Valentine’s Day Lick Painting event with a nod to Bob Ross. And Doggie Sweets in Long Branch, NJ, boosted in-store visits with a Kissing Booth (shown above) complete with a chalkboard to customize with each pet’s name. Groomers, want to make your Valentine’s Day package even more special to clients? Offer a heart-shaped acrylic frame featuring a photo of their freshly groomed pup like Fluffy Mutt Grooming Spa & Boutique in Port Lavaca, TX, did last year.
9 With it being Super Bowl LIX in 2025, how could you not come up with a super-fun promotion tied to the big game? We suggest a lick mat bundle with a spreadable treat to help keep pets occupied amid all the fanfare. Bonus points if it’s a calming treat!
14 On National Pet Theft Awareness Day, use your socials and emails to offer safety tips. They may seem like common sense to you, but remember that every pet parent was “new” at one point and might be too trusting for their own good. Help educate your customers.
MARCH
2-8 Kick off referral relationships with trusted pet sitters in your area during Pet Sitters International’s 31st Annual Professional Pet Sitters Week. Partner on a small welcome bag they can give to new clients, complete with a treat sample from one of your brand partners plus a $5 gift card redeemable at your store. It’s a win-win for both businesses!
4 Laissez les bons temps rouler! Need a fresh idea for Mardi Gras? We spotted several businesses last year with Mardi Gras-themed photo sets and decorated cookies. But Fur Babies Boutique & Nutrition in Kingwood, TX, really celebrated. Store staff popped up a booth at the local Mardi Gras festival and walked in its parade. There were even pet-friendly king cakes for sale! (Minus the baked-in-baby choking hazard, of course.)
13 Recognize and honor the service of military and working dogs on K9 Veterans Day. How about a free self-wash session with a special treat for these pups who protect? Be sure to capture the wet vets for your socials and emails.

Fetching Dog in Scottsdale, AZ, ran a Pot of Gold promotion for St. Patrick’s Day weekend in 2024.
17 We love the 2024 St. Patrick’s Day promo at Fetching Dog in Scottsdale, AZ: The first 20 customers each day of the holiday weekend blindly pulled a special brand partner discount or prize from the store’s Pot of Gold, with the biggest prize being a free bulk box of raw food. It did double-duty as customer appreciation and promotion of new and new-to-them products.
18 In a big college basketball area? Tie into March Madness with a Bark Madness tourney like Lizzi & Rocco’s Natural Pet Market in Columbia, MO. In 2024, customer pets went head to head in match-up polls on the store’s website, with the top winner receiving a photoshoot, gift basket of products from contest sponsor Stella & Chewy, $100 gift card to the store, and their picture on the wall of a Lizzi & Rocco’s location. What a great way to drive traffic to the store’s website and strengthen relationships with customers.
28 On Respect Your Cat Day, share with customers how to do exactly that, from giving them species-appropriate food and treats to providing toys that enrich their mental and physical health. (See our roundup of cat and dog enrichment products.)
MORE EVENTS
FEBRUARY
1 National Cat Health Month
1 Dog Training Education Month
1 Responsible Pet Owners Month
1 Adopt a Rescued Rabbit Month
2 National Hedgehog Day
3 National Golden Retriever Day
16-22 Bird Health Awareness Week
19 International Tug of War Day
22 Walking the Dog Day
23 National Dog Biscuit Day
MARCH
1 Adopt a Rescued Guinea Pig Month
1 National Peanut Butter Lovers Day
9 Daylight Saving Time
16-22 National Animal Poison Prevention Week
23 National Puppy Day
23 Cuddly Kitten Day