If you have pet merchandise, move it to the front of the store and make sure it’s not “ruff” to find on your website, because pet spending is way up this year. According to a new survey by Bank of America, the COVID pet boom is giving pet companies — and the retailers who sell pet-related goods — a real treat.
Online pet spending reached its peak growth, up 57 percent year-over-year, in April. It has remained up, with the year-over-year increase as of Sept. 12 at 36 percent, based on a seven-day moving average.
And there’s no indication the trend will shift soon. After all, all those COVID puppies are going to need an ornament, stocking or gift from grandma. Need more proof that it’s time to get your pet puns on in your marketing? Walmart is already marking its territory in the arena, announcing recently that “to ensure it has great gifts for the newest member of many families since the pandemic began – pets – Walmart has increased its assortment and supply of pet products in its stores and online and is ready to sell over 3 million comfy pet beds.”
How to make the most of this spending boom in your market? A few ideas to try:
Show off your tricks. If you have pet goods to market, make it easy for customers to find those items, in store and on your website. Remember: Customers can’t buy won’t you don’t promote so position your merchandise (and train your team) to move those goods.
Think beyond the chew toy. In the October issue of Floral Management — arriving in your inbox and mailbox soon — retailers planning for the December holidays shared that they’ve seen a decided uptick in interest among customers who want to support local businesses hurt by the pandemic, rather than national companies. One idea: Create themed pet lovers’ baskets or crates with locally sourced pet treats or tips from local trainers. In New York City, the team at Buunch also has taken their pet marketing space into the virtual space, with team-building online workshops centered on pet-friendly (and pet-safe) floral designs. (Read more about the Buunch approach to online workshops here.)
Sit, stay and swoon on social. Want to get in on the pet love quickly and without much effort or investment? Think social media. Encourage customers to post their best COVID pet pics or a run a contest on your page to vote for your clients’ favorite furry, feathered or scaly friend. Be sure to comment yourself on posts (“What a good girl!”) to increase engagement. (Psst… SAF also has social media graphics and shareables, free to association members, created to appeal to pet lovers.) Small gestures — a water bowl outside your shop for all those pet owners walking more than they may have in the past — can go a long way toward reaffirming your brand as a company run by real people, with real community ties — a message customers will remember into the fall, winter and beyond.
With so many new pet parents, this is also a good time to remind customers which plants and flowers to keep out of chomping range of their new furry friends. SAF has materials to help you communicate and share information about poinsettias and lilies.
Amanda Long is a contributing writer for the Society of American Florists.