How Pet Indies Win The Holidays Without Having To Discount

HERE’S A STAT THAT should reframe how you think about this holiday season: 41% of pet product dollars are spent online. So ask yourself the question every independent retailer needs to sit with … why would someone leave the house and come shop with you?

The honest answer is: They won’t if you’re competing on the same terms as Chewy. But here’s the good news: This isn’t actually a fight you have to win on convenience. It’s one you can win on something the internet giants can’t touch.

They can’t beat you at discovery. They can’t beat you at the smell of fresh dog cookies. They can’t beat you at bringing their pup in to see Santa. They can’t beat you at helping Grandma fi nd the perfect gift for her granddog. They can’t beat you at a beautiful stocking-stuffer wall that results in someone walking in for dog food and leaving with $63 worth of Christmas presents.

Think about how you can create holiday merchandising magic. It’s the right mix of inventory with unique finds, various price points and great margins. The inventory is displayed strategically for maximum visibility and discovery, and with your best margin makers getting a prime spot. Watch how your customers shop. What paths do they walk? What endcaps can sell anything?

The experience you create should surprise and delight a shopper to keep them coming back (or at least telling their friends about you). And how you position what you sell through promos, bundles, sales conversations and marketing efforts will help you stay top of mind. Which increases the frequency of a customer’s visits to you.

Are you doing the best you can in the four areas bolded above? Each impacts how well you sell your inventory. And we all know that when we move the inventory, we can pay the bills!

These four components are where independents win, every time. And the holidays are the most emotional buying season of the year. Pet parents aren’t just checking a box, they’re pampering a family member.

So how do you build that amazing experience? You do it by creating discovery moments and connecting emotionally with the customer. Make your space a real showstopper. Whether it’s a giant decorated tree of toys and ribbons, special lights, a themed product pyramid people can touch and engage with, or a giant photo opportunity, these do something a product webpage never will: They stop someone in their tracks and invite them to linger.

From there, create discovery zones scattered through the store (think themed sections like “Stocking Stuffers,” “Santa’s Favorites” or “Foodie Finds”) let customers stumble onto something they didn’t know they wanted. Get product in their hands early! The first thing they see should be an easy “yes” for purchase. The sooner they find something they want, the more they will keep adding to their basket while in your store.

And don’t sleep on your checkout line, a “Last Chance Zone” with small, high-margin add-ons turns waiting time into one more sale. These items do not need to be cheap. Strive for a $10-$20 retail price.

None of this requires you to out-discount anyone. It requires you to out-experience them. Online can ship a box. Big-box stores can stock a shelf. Neither one can greet a dog by name, let a customer’s puppy enjoy a gingerbread pup cup, or make a Tuesday afternoon feel like a piece of holiday joy. That’s yours to leverage!