(Published in Sept. 2005)

The More, the Merrier
Some dog owners can never buy enough collars and leashes
By Scott and Ann Springer

Dog collars are sort of like women's shoes; some women never can have enough new ones. That is precisely why collars and leashes are top sellers at the holidays.

For Debbie Kleckner, finding a collar for her white, toy poodle was the reason she opened Paradise Poochie, her retail shop located in St. Augustine, Fla. She became so frustrated with the choices available in local shops that she opened her own shop.

"Collars sell well and I love them," Kleckner says. "Collars are like clothes to me. I am one of those people who doesn't see a problem with changing my dog's collar every day."

What Drives Sales
For consumers looking for a way to dress up their dogs, holiday collars and leashes make great alternatives to sweaters and cutesy outfits.

"Collars and leads are one way to incorporate the holiday season and bring them into the holiday festivities," says Dawn Bittecuffer, the marketing director for Coastal Pet Products, a manufacturer based in Alliance, Ohio.

Consumers fulfill two purposes when they buy collars for their pets at the holiday season: first, they give pets a non-consumable gift, and second, they give them a chance to be dressed up. "People treat their pets like members of the family more and more," Bittecuffer says.

Additionally, more and more friends of dog fanatics recognize their friends' pets as members of their families and add them to their own gift lists.

Rachelle Rees McCarthy estimates 35 percent of all sales of collars and leashes are given as gifts to other people's dogs. Rees McCarthy is the owner of Elmo's Closet, a collar and leash manufacturer based in Little Silver, N.J. Elmo's Closet has a large line of collars and matching leashes—325 everyday prints and about 60 holiday themed.

"People often will give their friends things for their pets if they don't know what to buy for their friends," Rees McCarthy says. "The friends may be empty-nesters who don't want anything for themselves, but they may appreciate something for their pets."

'Tis the Season to Be Stylin'
Holiday-themed collars come in all styles, collars, and religious denominations, but the top sellers are often the winter-themed collars and leashes that can be worn after the decorations and the turkey are gone.

"The last couple of years, people have been into the seasonal-type patterns because they have more longevity to them," Bittecuffer says. Winter-themed items with mittens or something similar on them tend to sell well, she says.

Red velvet collars set the holiday tone, says Lynn Crosby, the owner of Maxwell Dog located in Studio City, Calif., but Crosby recommends that you don't limit yourself to one religious holiday. "We carry blue and white collars for our Jewish dogs," she says.

Customers like to have many styles, colors, fabrics, and sizes to pick from. For some customers, the choices may be too overwhelming and they may opt to buy more than one when they can't make up their minds.

"Most of my customers buy two or three at a time and change the look every other day or so," says Lee Schmitz, the owner of Cutie Collars located in Plano, Texas. Cutie Collars manufacturers more than 30 styles and prints including five holiday styles.

Promotional Ideas
Photo shoots with Santa are always an easy way to lure customers into your store who love to spoil their pooches during those critical weeks after Thanksgiving.

"This type of activity drives a lot of traffic through the stores and it increases sales of holiday collars," Bittecuffer says. A staged photo-op such as a Santa picture day may entice customers "to buy other things they aren't intending to buy, too."

Photo contests in search of the "Most Festive Fido" can also be a fun and easy way for stores to increase sales of collars and other holiday attire. "Proud parents love to show off their dogs," Bittecuffer says.

Fashion shows may another way to increase sales of collars and leashes. At a recent fashion show "the dogs were adorned in collars and leashes that matched what the models were wearing," Schmitz says.

Stores may also choose to run special promotions, such as one offering free identification tags for customers who buy a collar and leash together, Crosby suggests.

Dazzling Displays
Collars and leashes can be an additional source of holiday revenue for your store, but you must display them attractively.

"Not everybody is thinking of buying something for their dog for the holiday, but if the display is eye-catching, it sparks ideas," Bittecuffer says. "A good display puts people more in the spirit of the holiday and makes them want to celebrate it more."

Crosby has no problem selling collars and leashes during the fourth quarter or at anytime of the year. The collar and leash category makes up about 20 percent of her total sales and is her best-selling category.

Crosby strives to keep a romantic and boutique feel for shoppers in her store, set up to resemble an old home. The main method of displaying collars and leashes at Maxwell Dog is to color block them on old-fashioned hat racks to attract customers' eyes. However, at the holidays, Crosby changes up the display methods to incorporate the holiday spirit.

"We have a holiday display in the window and an antique hutch with holiday-themed merchandise on it," Crosby says.

Schmitz has seen retail shops that decorate trees using leashes instead of garland and collars in the place of ornaments.

Cross-promotion of collars and leashes with more traditional lower-end items such as treats and toys can spark more impulse purchases. "Have a certain area of the store dedicated to apparel, toys, and gifts that are specific to the holidays," Bittecuffer says. "By grouping them together you give a greater chance for additional sales."

Rees McCarthy agrees that you can never make a holiday gift suggestion too obvious. "People are tired and busy at the holidays and everything you can do to make it easier is generally welcome," she says. "The power of suggestion puts the notion into their mind that these make good gifts."

Scott and Ann Springer are freelance writers based in Southern California and are frequent contributors to Pet Product News.