Target Delivers for Pet Month
Target is running a variety of promotions to tie in to the designation of May as “National Pet Month.”
The mass merchant is offering $5 off a $25 purchase of pet products (excluding flea and tick treatments) in stores or on same-day deliveries via its Shipt subsidiary. A front-page feature in the retailer’s May 10 circular promotes the bulk-purchase incentive and the retailer’s curbside pickup program, which has gone contactless during the COVID-19 pandemic.
On target.com, a home page display ad promotes the deal and links to a category web page that marks the observance of National Pet Month — spotlighting new pet products from private labels Boots & Barkley and Sun Squad for summer — and "Pride Month" in June. The page also hosts checklists for shoppers with a new cat or dog, highlighting products from brands including Mars Inc.’s Nutro, Nestle Purina’s Tidy Cats and Clorox Co.’s Burt’s Bees.
Target is also offering several deals on the pet category throughout the month for members of its Target Circle loyalty program. Sponsored display ads running within target.com link to a National Pet Month manufacturer showcase for J.M. Smucker Co. offering Circle deals on treats from brands including Milk-Bone and Milo’s Kitchen. Display ads running on the websites of Sports Illustrated and Yahoo! also promote Circle deals on pet treats, spotlighting 10-30% off Ainsworth Pet Nutrition’s Rachael Ray Nutrish or 20% off Big Heart Pet Brands’ Kibbles ‘N Bits.
Target began tying in to National Pet Month on May 1 with an Instagram and Facebook update asking consumers to show how they’re enjoying the occasion using the hashtag #TargetPets. Additional Twitter and Facebook updates using the hashtag link to the National Pet Month web page.
The pet category has become increasingly important at Target in the past few years as the retailer seeks to grow its share of the rapidly growing industry. The American Pet Products Association reports that Americans spent $95.7 billion on their pets in 2019 and $90.5 billion in 2018. Other recent category moves at Target include stocking exclusive SKUs from Nestle Purina’s Trekker, significantly expanding Boots & Barkley’s SKU count and a partnership with digital native Bark & Co. to give the pet care company an in-store presence.