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Pride Month, National Mutt Day, Plus More Promotional Opportunities for Your Pet Business in June and July

Use the Calendar section from our May-June issue to plan your events and promotions.





1 Indies love a good PRIDE celebration. Not sure what to do? A few favorites from 2023: Paws on Chicon in Austin, TX, held its annual Drag Show, complete with queens of the dog, cat and human variety. In addition to a colorful display of Pride toys, cookies and accessories, Four Muddy Paws in St. Louis, MO, gave its store logo a rainbow treatment. And Toiffer Pet Outfitter in Missoula, MT, hosted a Pride photoshoot (above) that benefitted The Western Montana Community Center.

1 For NATIONAL MICROCHIP MONTH, buy a scanner if you don’t already have one and promote free microchip scanning. Woof Gang Bakery in Fleming Island, FL, does exactly that, building good will in the community and giving team members an additional sense of fulfillment. “We get lost pets in every week and have reunited over 100 pets with their family. If you find a stray animal, everyone knows to bring it to Woof Gang for a microchip scan. Our staff loves being able to reunite pets who have made their way to our pet bakery,” Mary Hardin says.

14 On INTERNATIONAL BATH DAY, host Bathapalooza in your grooming department or self-wash stations. Offer a discount, throw in a nail trim, and hype it up. Full credit for this idea goes to Bath & Biscuits in Granville, OH, which requires appointments for its annual event. Danielle Wilson adds, “We call out the dog’s name like ‘Norm’ on Cheers, and the owners love it.”

15-16 NATIONAL DOG DAD DAY and FATHER’S DAY fall on a Saturday and Sunday this year, presenting you with the perfect opportunity to celebrate these pet parents. Standout promotional events from 2023 from your fellow indies: Two Bostons Pet Boutique in Illinois hosted “Father’s Day Paw Painting,” with cork coasters as the canvas. Yarn & Bone Pet Supply in Milford, DE, held “Donuts with Dad,” a shopping event featuring, you guessed it, donuts. And Mississippi Mutts in Cape Girardeau, MO, offered “Dudes & Dogs” photo sessions complete with snacks and beer. Have at the ready a display of “Dog Dad” merch and toys to go with it.

17-21 Create kits for customers taking part in Pet Sitters International’s Take Your Pet to Work Week, Take Your Cat to Work Day (17) and/or Take Your Dog to Work Day (21). Include a fancy new bandana or bow-tie so pets can adhere to the company dress code, treats for being very good boys and girls, and perhaps a lick mat with a calming spreadable for when they need to be extra-quiet during meetings. Visit for more information.


1 & 21 It’s NATIONAL ICE CREAM MONTH, and NATIONAL ICE CREAM DAY (21) also happens in July. Odds are you have an ice cream social on your events calendar. Don’t miss the opportunity to build your brand with a custom cup featuring your logo. Bonus tip: Offer a small discount to customers who show it in a photo shared on their socials. Here’s a cute one from Cafe BoneJour in Bay St Louis, MS, for inspiration.

ice cream

4 Leading up to INDEPENDENCE DAY, promote the Made in the U.S.A. products you carry. Looking for new options? Check out our special Made in the U.S.A. advertising section on p. 35-39.

10 On NATIONAL KITTEN DAY, create a post and ask your social media followers to share photos of their cats as kittens — or of their kittens as kittens! — in the comments. Also sprinkle in some of the adoptable kittens currently available through a parter rescue — you may help make a match, plus gain a new customer!

16 Tie into the 2024 MAJOR LEAGUE BASEBALL ALL-STAR GAME with a sale on all sports gear and toys, especially those with a baseball theme as the game marks the halfway point of the season.

31 Purebred pups get meetups and magnets and other breed-specific events and products, so even out the options for the many mutts in your community with a special promotion on NATIONAL MUTT DAY. Bend Pet Express in Bend, OR, does a National Mutt Day Giveaway each year. Customers simply share a photo on the store’s socials with a comment about how they came up with their pup’s name to enter a drawing for a prize pack. Another fun idea: Have customers share a photo of their mutt, then ask your followers to guess the breeds!

More Events


1 Adopt a Shelter Cat Month
World Rat Day
2-8 Pet Appreciation Week
8 National Best Friends Day
18 Clean Your Aquarium Day
20 First Day of Summer
21 Selfie Day
24 Cat World Domination Day
24-1 Rabbit Week


1 National Pet Hydration Awareness Month
Independent Retailer Month
5 Pet Remembrance Day
16 World Snake Day
Guinea Pig Appreciation Day
18 Get to Know Your Customers Day
26 Start of Paris Summer Olympics



P.L.A.Y. Media Spotlight

At P.L.A.Y. — Pet Lifestyle & You — toy design is definitely a team effort! Watch PETS+ interviewer Chloe DiVita and P.L.A.Y.’s Director of Sales Lisa Hisamune as they talk about the toy design process, the fine-tuning that makes each toy so special and why every P.L.A.Y. collection is made with independent retailers top of mind.

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