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July/August Happenings: Indie Retailer Month, Guinea Pig Appreciation Day

Remind your audience of how much it means to a community to have strong local businesses.

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July

1

It’s Independent Retailer Month. Remind your audience of how much it means to a community to have strong local businesses. Be loud in support of your fellow independent retailers, and encourage them to be loud in support of you.

2

Today is one of those “how time flies” days. Yes, it’s the midpoint of the year. Instead of getting depressed, get busy. Retrieve your targets from January and check where you are. If you’re off course, adjustments are necessary, but more importantly, it signals that something is awry with your assumptions. Working harder, for example, won’t boost sales if customer traffic is drying up.

4

On Independence Day, offer grooming specials for American breeds, or patriotic grooming styles. And be sure to promote your American-made products.

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6

Take Your Webmaster to Lunch Day. Dumb name for a holiday, but a smart business move. So invite your web developer for a meal, and have her show you the latest WordPress pet-business templates. (With templates more spectacular every year, you have no excuse for having a cruddy-looking website.)

16

On World Snake Day, s-s-see what s-s-sales opportunities you can s-s-spawn. Hold a “Slither In,” where local snake owners can mingle and show off their scaly friends.

17

It’s the Major League Baseball All-Star Game. Promote your own “pet all-stars” — a lineup full of your favorite pet breeds, or your favorite pet customers.

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August

6

Breath deep, because it’s Fresh Breath Day, an annual opportunity to remind staff of the importance of dental hygiene. In your morning meeting, hand out packs of floss, breath freshener and mints to stress the importance of staying vigilant against that noxious sales killer — halitosis.

8

Get your meow on for International Cat Day. Hold a social media photo contest, a cat fashion show, or other event that brings together local cat owners.

16

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Tell a Joke Day is a reminder that every business owner could use a good joke or two for ice-breaking. Here’s a good one: “Q: What do you call a dog magician? A: A labracadabrador.” And: “Q: What did the cat on the smartphone say? A: Can you hear meow?”

18

It’s always good for a laugh to share painfully awful pet-themed poetry with your bulletin readers on Bad Poetry Day. Or hold your own contest to mark the day — asking your customers to submit their best (worst) pet-themed haiku, limerick or ode.

26

Go big on National Dog Day. Hold a sale, parade, fashion show, picnic, “park and bark” or other event that gathers members of your business’s pet community. Or search for events where you can talk up your services.


MORE EVENTS

Jul 16 is Guinea Pig Appreciation Day. Show some appreciation!

Jul 15 is Pet Fire Safety Day. As with people, preparation saves pet lives.

Aug 8 is Odie Day. We’re Team Odie!

Aug 15 is Check the Chip Day. Let those on your list know where to get animals chipped locally.

Aug 17 is Black Cat Appreciation Day. They’re gorgeous and elegant. Why the bad rap?

Aug 18 is International Homeless Animals Day. What can you do to help?

Aug 22 is Take Your Cat to the Vet Day. Promote your favorite vet (or vets).

Aug 30 is Holistic Pet Day. Promote your all-natural food lines.

Since launching in 2017, PETS+ has won 11 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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Webinar Replay: How to Keep That Holiday Momentum Rolling

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February Events to Note in Your Business: Chinese New Year, Wear Red Day, Love Your Pet Day

Note these dates on your February calendar.

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1 Brace for an education. The word February comes from februare, which means “to purify” in the dialect of the ancient Sabine, one of the founding tribes of the early Roman kingdom. One theory is that this had to do with how the Romans honored the dead and performed rites of purification in February. And so what’s it got to do with pet retail? Everything. The holiday season is done. The big shows lie ahead; it’s time to purify your dead inventory. If it didn’t sell between November and Feb. 14, it’s probably not going to sell in a hurry. Purify!

2 Today marks 16 years since the first National Wear Red Day to raise awareness about the No. 1 killer of women in the U.S.: heart disease. Bring out a line of red collars or pet jackets. Get involved in a business or community activity or co-host a red-themed party with a neighboring retailer. Check out heart.org/heartorg/volunteer for more ways you can get involved as a small business.

4 No advertising medium divides pet professionals like Facebook. Some swear by it; others swear it’s a waste of time. Still, with more than 2 billion users you need to be sure you’ve fully explored its potential. On the 15th anniversary of the day Mark Zuckerberg and three friends launched The Facebook, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social marketing. Test some sponsored posts. Get super specific with your targeting. Try a contest, try more video, follow the PETS+ Facebook page at
facebook.com/petsplusmag.

5 Bow down and welcome the pig. It’s Chinese New Year, and it’s the swine’s time to shine. Unlike his Western cousin, the pig in China is considered a patient, trusty character that attracts success in all spheres of life. It means 2019 could be a great year to invest and make money, although probably best if you steer clear of the mini pig trend. Who knew those cute little teapot squealers could grow into a 300-pound house guest?

10 Death of a Salesman marks its 70th anniversary today and while never comfortable, viewing it provides a useful reminder about the need to keep up with the times and our aspirations grounded. What’s your American dream in 2019? Maybe this is a good time to ask.

11 In the human world, red-carpet season peaks this month with, first the Grammys and then the Oscars. In the dog world, the spotlight is firmly on the Westminster Kennel Club Dog Show at Madison Square Garden. Ready your social media guns to provide daily roundup of commentary and images of the stars strutting their stuff.

14 According to the National Retail Federation, Americans will spend more than $750 million on their pets for Valentine’s Day this year. Sure, that’s an average sale of only $5.50, although some tickets will be much higher. Stock up on treats, accessories and costumes in the appropriate price ranges.

20 On National Love Your Pet Day, ask customers to share photos of their pets with the hashtag #nationalloveyourpetday. Perhaps run a contest for the most popular post with a gift card as the prize. People love it when their pet is featured on a store’s Instagram or Facebook page, says Stacy Busch-Heisserer, owner of holistic pet supply store Busch Pet Products in Cape Girardeau, MO.

MORE EVENTS

Feb. 1  Pet Dental Health Month … well-being starts at the mouth. Explore dental hygiene products you can promote.
Feb. 1  Beat the Heat Month, National Prevent a Litter Month Spay/Neuter Awareness Month. Yep, the longer days mean something is in the air. Play your part.
Feb. 1  GI Joe, the action figure made his debut on this day 45 years ago, and more than a few came to a grisly end in the jaws of the house pet. Celebrate his birthday with a special on dog chews.
Feb. 3  St. Blaise Day. Light a candle to the bishop, martyr, healer of wild animals and patron saint of veterinarians.
Feb. 4  Pet Theft Awareness Day — Make sure your customers know about micro-chipping and pet protection services available in your area.

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Prep for Black Friday, Cyber Monday, Christmas … and More Activities for Nov-Dec

Here’s how to make the most of the busy months ahead.

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November

1 It’s NATIONAL SENIOR PET MONTH and a good time to do some concentrated messaging about products or services you offer to help older dogs lead healthier, longer lives. Parents of aging animals will love you for it.

5 During NATIONAL ANIMAL SHELTER APPRECIATION WEEK, shine the spotlight on local shelters on your website and social media. Offer a free product or service package to anyone who adopts a shelter animal this week.

18 Today marks the start of the NATIONAL DOG SHOW. For canine lovers, this is Wimbledon and the Masters rolled into one. Not your thing? Then fire up your favorite streaming service to watch the classic 2000 comedy Best in Show. Even funnier than This is Spinal Tap, we say.

23 The holiday shopping season “officially” starts today, BLACK FRIDAY. Are you doing what you need to be doing to be recognized as a top-of-mind destination for holiday shopping? One way to ensure that happens is to make sure, for the next month, that every advertisement you run, every banner you publish and every email you send has the word “gift” somewhere in it … preferably in type 50 points or bigger.

24 In recent years, SMALL BUSINESS SATURDAY has become an increasingly important day for many local pet businesses. And it could be for you as well. But you’ll need to do something noteworthy to get customers through your door. Hold a show, a concert, a grooming or skills contest, or even a meet-up with Santa (or the Grinch). Offer a giveaway, a special discount, a donation with purchase, or a free portrait sitting with a photographer. For more ideas, check out our Sep/Oct 2017 feature at ppmag.us/smallbizsat.

December

2 HANUKKAH starts quite early this year. Make sure your holiday promotions have been running long enough to reach customers celebrating this sacred holiday.

21 It’s UGLY CHRISTMAS SWEATER DAY. This event spotlights what well may be the absolute nadir of mankind’s sartorial achievement. Your spin on this event? Have a contest featuring pets in eye-scorchingly ugly holiday-themed sweaters. (But we’re pretty sure that they’ll still look adorable.)

22 On KEEP PETS SAFE IN WINTER DAY, add a list of cold-weather tips to the “Resources” page of your website. (You do have one of those, don’t you?) Most important, says the ASPCA, add a basic rule of thumb for the wintry days ahead: “If it’s too cold for you, it’s probably too cold for your pet, so keep your animals inside.”

25 Merry CHRISTMAS! We hope your business had a strong holiday season and an even better year overall — hopefully with a bit of help from PETS+. Like many of our readers, we’ll spend the next few days resting and enjoying our families. But we’ll be sure to burn a few brain cycles thinking of ways we can get better at what we do and provide even more value in the year to come. We hope you do the same. See you in January!

More Events in November-December

  • Nov. 1 is National Cook for Your Pets Day. Got a few pet favorite recipes to share?
  • Nov. 4 marks the day Daylight Saving Time ends. Enjoy an extra hour of sleep.
  • Nov. 7 begins National Canine Lymphoma Awareness Week.
  • Nov. 17 is Unfriend Day, a good time to prune your social media lists of negative people.
  • Nov. 26 is Cyber Monday. Tell customers about a special coupon available only on your website.
  • Dec. 5 is Bathtub Party Day. Offer an especially sudsy holiday grooming package for your pet wash area.
  • Dec. 15 is Cat Herders Day. Wouldn’t it be great if that was a real job? Of course, the rate of nervous breakdowns for those in the profession would be unreal.

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In September, Celebrate Weirdos, Bosses and Perfect Punctuation

Celebrate your community’s most enthusiastic animal lovers.

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03

It’s LABOR DAY. Enjoy that last blast of summer. You deserve it. Before the holiday starts, why not share a list of beach do’s and don’ts (ppmag.us/beachtips) for clients planning to bring dogs to the ocean or lake for a final summer fling? (Also note that it is National Pet Month.)

9

On WONDERFUL WEIRDOS DAY, celebrate your community’s most enthusiastic animal lovers — the woman who doesn’t leave home without cat ears and a tail, the guy who takes his snake grocery shopping, or the couple who roll their perfectly healthy pups around in a double stroller. Promote in your bulletins and on social media.

14

It was a big week for embraces — with HUG YOUR BOSS DAY today and HUG YOUR HOUND DAY on Sept. 9. Rather than celebrating just one hug-themed holiday, why not combine the two into a new event, Hug Your Boss’s Hound Day? On your holiday, make it so that visitors to the store can hug your dog for a 5 percent discount.

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 life-changing.

24

Punctuation matters. In the words of one anonymous potty-mouthed wit, it is the difference between knowing your sh*% and knowing you’re sh*%. On NATIONAL PUNCTUATION DAY, drop by your local bookstore and pick up a copy of Strunk and White’s classic Elements of Style.

24

This week marks a three-fer, with NATIONAL DOG WEEK, NATIONAL DEAF PET AWARENESS WEEK and also ADOPT A LESS ADOPTABLE PET WEEK all happening in the current seven-day period. Make sure the community around your hears about all three of these worthy events.

26

BATMAN DAY comes a week after the much more heralded TALK LIKE A PIRATE DAY (Sept. 19). But in our opinion, talking like a pirate is really played out. It’s way more fun to talk like Batman. For inspiration, search for “Batdad” on YouTube.

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MORNING SHOW HOSTS DAY is a good day to consider your local media strategy. Have you ever tried to get featured on your community’s local morning show or broadcast news? If not, start thinking about a human-interest story related to your business that you could pitch to your area station.

30

Have you ever listened to a podcast? Subscribed to one? Been a guest on one? Launched your own podcast? On INTERNATIONAL PODCAST DAY, answer these questions in order and turn the first “no” into a “yes.” 


MORE EVENTS

September is Responsible Dog Ownership Month, National Pet Insurance Month, Happy Healthy Cat Month and National Service Dogs Month. Pick two or three to touch on over the course of the month.

Sept. 1  is Ginger Cat Appreciation Day. Love your ginger!

Sept. 9 is National Pet Memorial Day. Time to remember beloved pets of the past.

Sept. 15 is Puppy Mill Awareness Day and Responsible Dog Ownership Day. Spread the message.

Sept. 23 is Checkers Day, also known as Dogs in Politics Day. (It’s a long story, but it’s related to a Cocker Spaniel given to Richard Nixon as a gift.)

Sept. 28 is World Rabies Day. Support the WHO in its effort to end rabies deaths worldwide.


This article originally appeared in the September 2018 edition of PETS+.  

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