4 Post-Holiday Sales Boosters
There’s nothing quite like the December shopping season. Wander outside day or night, week or weekend, and you’re bound to run into shoppers looking for the perfect gifts for everyone on their list. December is the month of the upsell and impulse buying, and even those who didn’t realize they had pets on their list can easily be prompted to pick up an extra treat or toy for Fido or Fluffy, so long as those gifts are positioned within eyesight. (I, myself, just purchased a comprehensive catnip spray and catnip toy gift set for a cat that already has easily nine lives’ worth of catnip toys).
But come January, after a glut of late-year spending, it seems shoppers are nowhere to be found. The holiday spirit has fizzled, along with that drive to shop, shop, shop. However, whether you catch pet owners’ attention with an e-blast, a social media post or in-store signage, you can still give them post-holiday reasons to spend.
1. Make Pets Part of New Year’s Resolutions
Have you ever noticed how everyone seems to be sporting a Fitbit in January? After overindulging in December, most pet owners are ready to get on the fitness track, and while their pets haven’t necessarily spent the holidays eating things they shouldn’t have (I hope), they can still be a part of New Year’s resolutions. Turn shoppers’ attention to health and wellness products, including supplements, in January, and don’t forget products for dog walking. This can also be a great time to promote activity-tracking products for dogs.
2. Pamper Those New Pets
Lots of loved ones will be getting pets as gifts this December. Use the post-holiday season to make connections with new pet owners; in addition to pointing them in the direction of needed supplies, you can take the opportunity to help them understand how to best care for their pet or even offer advice on puppy training. And while puppies immediately come to mind, remember that lots of younger children might be receiving that long-promised fish, reptile or guinea pig.
3. Don’t Underestimate Valentine’s Day
Pets are easy to love, and, after a ho-hum January, many pet owners will be more than happy to pick up a little extra something to treat their pets. Don’t just feature Valentine’s Day sales—offer red and pink merchandise. If you don’t want to invest heavily in Valentine’s-specific products, you can still color-block with red and pink products and use signage with hearts and other decorations that are easy to pick up at an arts and crafts store. But for my money, there’s nothing like a collar with a hearts design to inspire an impulse purchase.
4. National Pet Dental Health Month Is Just Around the Corner
February is National Pet Dental Health Month, making it the perfect time to promote oral health for pets. Use sales, signage, and endcap and table displays to call attention to dental health products. If you partner with local veterinarians, you might even use this time to push some clients their way for teeth cleanings.
Carrie Brenner is senior editor for Pet Product News International. She has spent several years researching new products with the help of her cat, Amelia.