(Published in Sept. 2008)

The Face of the Next Generation
Take the right steps to ensure today's kids turn into tomorrow's bird owners
By Scott and Ann Springer

Birds make the perfect pets for some families. After all, dogs and cats aren't right in every home, and owning a bird brings with it other benefits that four-legged pets can't offer.

"There are some real advantages to owning a bird over other types of pets," says Rick Savitt, CEO of Prevue Pet Products Inc. in Chicago. "You don't have to walk a bird. They can be left alone for short amounts of time and be okay. They don't sleep in bed with you or poop on your floor. And they can be taught to do certain things because they so are intelligent."

Additionally, birds don't require much living space. "Birds are ideal in urban areas because there are very few restrictions in apartments for birds as there are for other types of pets," Savitt says.

However, not every family is right for every bird. Some potential bird owners don't have the personality or the temperament to own a certain breed, and others may simply be too young.

As a retailer of bird products, one of your challenges is to guide families with children to the birds and to the products that make sense for their living arrangement. Just how can you guide a family of kids into a successful bird-owning experience that will yield both family fun and repeat sales?

Family Bird Ownership
The first step to matching up a bird with an appropriate family is to evaluate how prepared the family is to care for their potential new feathered friend. It's important for retailers to ask lots of questions before they send a bird out the door.

"I probably ask them as many questions as they ask me," says Jim Paintiff, owner of WNC Aquarium & Imports in Arden, N.C.

Paintiff feels this assessment gives him valuable information about what type of bird will be compatible for families based on their lifestyle. He asks everything from how much time the children spend doing school work and extra-curricular activities, to how much the parents plan to be involved in the bird's care.

Be sure parents realize how much time and attention birds need and that they live much longer than do most cats or dogs, says Carol Frank, president of Avian Adventures in Dallas, Texas.

"It's not the child making the purchase. The child may have made the request, but as a retailer you are dealing with the parent," Savitt says. "Our target audience is the female who directs the household."

Families may need special instructions from retailers to get started in the hobby. Advise them of the pros and cons of bird ownership in order to give them a realistic view of the responsibility.

You have to be sure the potential new owners realize the type of care required of birds. "I tell them, ‘You have to scrub the cage, change the water frequently, and clip their toe nails,'" Paintiff says. "I really let them know all of the work that goes into it because they already know the reward they get from it if they are in your store asking about buying a bird."

Debra Wolfe, owner of Pet Kingdom…Where Pets Rule in Algona, Iowa, recommends to her customers that they buy the cage and other starter products in advance of buying the bird so the environment will be ready when the bird comes home.

All new owners of animals purchased at Wolfe's retail shop must also sign an Agreement for Care Contract that says they will provide at least the basic requirements for the animal's health and safety. This contract also assesses the home environment and can be a method to determine any red flags before the bird goes to an unfit home.

Matches Made In Heaven
Next, you must determine which type of bird will be best for the family, based on the family's expectations and their ability to care for the bird.

Frank suggests selling male eclectics such as cockatiels and parakeets to first time bird owners or families with small children. These birds "let kids paw all over them and they are very calm and gentle," Franks says.

It is paramount that you understand what level of commitment the family has to bird ownership before you can select a specific bird for them.

"We want to know how they are going to handle it to be sure it's the right bird for them," Paintiff says. "Cockatiels, for example, can be great for first-time bird owners, but they are a little more demanding of someone's personal time than a parakeet."

Polly Wants a Cracker … and a Toy
Birds and children have two major interests in common: treats and toys. "Toys are as much for the kids as they are for the birds," Frank says. "Interactive toys are rewarding for owners of all ages when they realize that their bird just figured out the puzzle or how to get the food out of the toy."

While many products aren't designed exclusively for use by young owners, many bird toys and treat contraptions capture a child's interest. "We have a lot of products that are geared toward interaction and are as adaptable to small children as they are to adults," Savitt says.

Bird play pens with ladders, swings, treats cups and climbing devices may be an excellent starter toy for young birders. "Bird play pens can be an excellent way for the bird to be out of the cage, fed, and worked with on a one-to-one basis," Savitt says.

Recreation centers and play stands made by Avian Adventures are at eye-level for a young child, Frank says. They also carry a new bird rest that rewards birds with treats and rests in the corner of the cage. "It's an extra place for birds to hang out and play and to put treats," Frank says.

Demonstrate some of your more interactive toys to your young clientele to boost sales of accessories. "There are a myriad of toys that can be utilized not only to keep the bird occupied in the cage, but also to be used in an interactive situation, like on a perch or used by hand," Savitt says.

Children are not strangers to the fun of receiving treats and they love to reward their pets' good behavior. "Feeding is a great way for children to have interaction with their bird," Savitt says.

Cages are a necessary purchase for first-time owners. You should stock some cages that have curbside appeal to youngsters. Some of Prevue's smaller cages are painted in flashy, bright hues to attract younger buyers, Savitt says.

These smaller and less-expensive cages are often used as the basis for starter kits in retail shops. Savitt recommends retailers create their own starter kits instead of using mass-produced kits from a manufacturer.

"Hand select toys and treats and put together what you think a new bird owner will need as the minimum to get started," Savitt says. "When you create your own package you are more successful because you are able to upsell and offer products that you think are the best."

The Future of the Industry
It's easy for retailers to not encourage customers with small children to enter the hobby of bird ownership, but the future of the pet industry depends on the enthusiasm of future generations.

"The future of this business is in kids growing up with animals," Paintiff says. "It destroys the industry when people buy an animal with a lack of information from a retailer and they have a bad experience."

Children who grow up with birds may develop a lifelong love for them. "People who grow up with pets, particularly birds, will have a much stronger and deeper appreciation for them as adults and that will in turn benefit the bird species in general," Frank says.

The life lessons taught by ownership of a bird may be priceless if retailers lay a good foundation for families who own a bird.

Bird ownership "teaches children about responsibility, about nature, and about life," Savitt says. "This type of bonding situation teaches children about caring for something and having something care for you back."

Scott and Ann Springer are freelance writers living in Southern California.