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Hold a “Who Wore It Best?” Contest, Plus More Marketing Ideas for Your Pet Business in August and September

Don’t miss out on these opportunities to draw in customers and clients as summer winds down.






1 August kicks off with DOGust Universal Birthday for Shelter Dogs, held for shelter pups whose birthdays are unknown. Refresh and put your celebrations display front and center in-store and on your digital channels, and consider donating a portion of those sales to a shelter partner. Don’t have a display? Find inspiration from this one at Brown Dog Bakery in Ankeny, IA, and in our Benchmarks roundup (p.66). If you offer services, how about a new-customer discount for recently adopted shelter pups?

28 It’s said the bow tie has its origins on the battlefields of 17th century Prussia. But they could have been designed for pets because just about every animal looks smarter wearing one. On Bow Tie Day, hold a “Who Wore It Best?” contest on social media, with pets and their people going head to head for bragging rights and a small but special prize for winner of the popular vote. And of course run a promotion on your bow tie and other accessories, or run a grooming special with bow tie included.

29 There’s nothing quite like the aroma of coffee to make people slow down, linger and contemplate all that is good in life. Which is just the kind of mood you want customers to be in while at your business. On National Coffee Day, team up with a community coffee shop for a free tasting event, complete with a display of your cutest coffee-inspired toys.

30 It’s long been observed that sick animals will seek out herbs to help them deal with injuries or illnesses. More so than conventional pet care providers, indies are eager to help pet parents try such treatments. On National Holistic Pet Day, host a workshop to cement your status as the go-to resource for herbal supplements that can help with a range of issues, from allergy control to immune support.


1 The oldest Gen Z members turn 25 this year, suggesting they are finally reaching their delayed adulthood. Celebrate the milestone during Intergeneration Month. The young have shown a deeper interest in their pets than their elders have, and a greater willingness to spend money on these family members. The future looks bright for pet businesses! To get a deeper understanding of what it may all mean for you, download a copy of The American Pet Products Association Generational Report at americanpet

1 Animals in the wild are very good at hiding pain — they need to be to survive. That carries over to pets, which means it’s possible to miss important health warning signs. To mark Animal Pain Awareness Month, create a graphic of five things pet parents can look out for to identify signs of distress. Create one for each of the species you support, whether with products and/or services, then add to displays, share in your newsletter and on your digital channels.

22 On DEAR DIARY DAY, consider starting your own daily journaling habit. Taking time each morning to quietly assess the previous day’s performance and your goals for the day ahead could be

23-25 During SUPERZOO in Las Vegas, stop by the PETS+ booth, #3809. We’d love to meet you in person! And we’ll have PETS+ swag!


  • August 1 National Immunization Month. Learn how to hold a titer-testing clinic at or partner with a vet.
  • August 4 Assistance Dog Day. Give a free treat or self-wash to these important pups.
  • August 10 Spoil Your Dog Day. The opportunities are endless with this one.
  • August 15 Check the Chip Day. Pick up a scanner to offer pet parents free in-store chip verification.
  • August 22 National Take Your Cat to the Vet Day. Customers can show their invoice to get a free squeezable treat.
  • August 26 National Dog Day. The dogs really own this month, don’t they?
  • August 28 Rainbow Bridge Remembrance Day. Create a gallery of dearly departed pet customers for your digital channels.
  • September 1 National Pet Insurance Month. Are your store pets covered?
  • September 18-24 During Deaf Dog Awareness Week, hold a fundraiser for the amazing organization or perhaps a sign language clinic for hearing-impared pups.
  • September 22 International Rabbit Day. Hop onto it with a new products roundup or services promotion.



NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.

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