BY PAMELA MITCHELL & CHRIS BURSLEM In our 2024 Big Survey, the PETS+ team asked 75 questions of more than 500 independent pet retailers and service providers. We wanted to find out what separates the most successful of these businesses from the least. The key question: “Looking at your overall performance in 2023, was it among the ‘best’ or ‘worst’ ever in your business’s history?” Using those answers, our number crunchers identified and compared three groups in the results: Thrivers, Strugglers and All Pet Pros. We then used those findings to see where the Thrivers find great success and the Strugglers fall short, plus how each compares to the respondent group as a whole. There are also plenty of the usual Big Survey stats. And Pet Boss Nation’s Candace D’Agnolo joined us again this year to analyze results and offer her insightful and invaluable advice. Thank you to the business owners and top managers who took time out of their busy schedules to answer our questions, and thank you to 2024 Big Survey sponsor SUPERZOO. Each year, we hear from our readership — indies and brands alike — how much the results help to not only shape business decisions but also strengthen the deep sense of community in our industry. One last thing, below you’ll find the answers to a question we included just for fun: “Which dog show breed group best describes your business? We thought using the world of conformation shows as a visual arena for our survey results would make you smile. You’ll find illustrations by our amazingly talented design director Victor Cantal on the cover and here. Not surprisingly, the largest group of you identified with the Herding dogs, and the Working group came in just behind. We see you, “None of the above” — we bet you are the small but mighty collection of cat-centric business owners who took the survey. Looking at your overall performance in 2023, was it among the “best” or “worst” ever in terms of your business’s history? 8 Things That Set Thrivers Apart Offer groomingservices. Frozen raw leads sales growth in dog food. Look at their finances weekly. Have more self-discipline. Focus most on in-store experience to compete with online pricing. Are more likely to have a 5-star Google rating. Better use socials to drive brand awareness. Get more creative with their loyalty programs. 8 Things That Set strugglers Apart Have significant sales growth in cat products. More have an average transaction value of $40 or less. Are less likely to see profit margin as a needed area of improvement. Have less confidence. Carry less inventory than in previous years. Plan to attend fewer tradeshows in the next few years. Spend less on marketing and advertising. Are more likely to outsource bookkeeping and payroll. WHAT’S INSIDE Performance You, the Pet Pro Buying & Selling Marketing & Promotions Operations The Basics Which dog show breed group best describes your business? 22% Working Powerfully built and smart, offering top-notch services for our customers. 9% Sporting Skilled hunter, we excel ian finding what individual customers want and need. 13% Terrier Determined, courageous and self-confident in all we do. 6% Hound Also a skilled hunter, but focused on finding the most innovative products and services. 8% Toy An excellent companion for pet parents, purposefully smaller in size. 24% Herding Instinctually, we excel at customer service and experience. 15% Non-Sporting We don’t fit into any of those groups, instead standing out from other pet businesses. 3% None of the above We’ll wait for the competition based on cat shows.
