(Published in Sept. 2005)
What They Really Want
Toys top the wish list for dogs this holiday season
By Scott and Ann Springer
As customers pour into your store this holiday season searching for gifts for that certain loved one, it's important to assess if that loved one is human or canine.
"When customers come in and say, 'I need a gift,' I always ask, 'Is it for the dog or the person?' says Lori Dotterweich, the owner of Tails by the Lake located in Squaw Valley, Calif.
Customers buying gifts for owners to enjoy with their dogs may be interested in collars or holiday sweaters, but toys or treats may be the most rewarding gifts for man's best friend, Dotterweich says.
"A toy or a treat is what the dog will love," she says.
Who Is Buying for Whom?
The first step to creating a banner year in dog toy sales is to know who buys toys and for whom they buy them.
More than 90 percent of Kong customers buy products for their own pet, says Chuck Costello, the director of marketing for The KONG Company, based in Golden, Colo. The remaining percentage buys products for their friends' or relatives' pets.
Women constitute 70 percent of KONG customers, but children also love to give their pets gifts or help to stuff their stockings, Costello says. Small items like toys make perfect additions to a pets' stocking.
Customers purchase toys for their animals to enjoy, but toys also offer rewards to the customers. "A new dog toy will keep a dog happy and occupied during the frenzy of the holiday activities," Costello says.
What Is Hot This Holiday Season?
In some cases, owners can give Fido the best of both worlds—a toy that disseminates treats as rewards as a dog plays with it, such as a stuffable KONG Company product. In addition to its famous chewable toys, KONG now carries a line of consumables.
Premier Pet Products manufactures a different treat-dispensing toy that can be twisted down to be more or less challenging for the dog, depending on the pet's skill level. "It encourages them to focus all of their energy in positive ways," says Krista Nixon, the senior brand manager for the manufacturer located in Richmond, Va.
This treat-dispensing toy is one in a line of six Premier products that encourage interaction between owners of all ages and their pets.
Happy Dog Toys anticipates at least two of its toys will be hot commodities this holiday season, says Carrie Foote, the public relations manager for the Phoenix, Ariz.-based company, which is a division of Farnam Pet Products.
One toy is a foot-operated ball launcher designed to launch a tennis ball up to 100 feet and the other is a line of four animal-shaped plush toys with squeakers that are designed for a game of fetch. Happy Dog also manufactures a line of holiday-themed toys.
Ruffwear, a Bend, Ore.-based manufacturer, designs its toys with owner/pet interaction in mind. "All of the products are created to enhance the bond between dogs and their owners so they can do things together," says Holly Graubins, an account manager for the public relations firm Backbone Media that represents Ruffwear.
Ruffwear also expects its specially designed dog Frisbee will be a top seller this holiday season thanks to its new molded design, Graubins says.
How Can You Display Effectively?
Display is always important, but even more so during the holidays. "Proper holiday displays will enhance sales by reminding the consumer to purchase gifts for their fury companions," Costello says.
It's essential to cash in on impulse-buy items like toys to boost holiday sales. "Consumers are already in holiday buying mode, so it's very important to present your store in themes that will increase the likelihood of toy and treat gift sales," Costello says.
Costello warns against ordering too many holiday-themed products.
"Once the holidays are over, these holiday-themed products can be hard to sell," Costello says. "A better strategy is to decorate the store in holiday themes and make reference to canine gift-giving options."
Stockings stuffed with various toys and goodies, pet-themed wrapping paper, and gift baskets filled with dog toys and treats all create a temporary North Pole look in your shop, Costello says.
"Ready-made baskets are great because they are already wrapped and ready-to-go, especially if the customers are on their way to a party or if they have no idea what they want to buy," says Kristy Smith, the co-owner of Doggie Style, a retail shop in Washington D.C.
Smith recommends making Jewish- and Christian-themed gift baskets to appeal to all of your customers. She suggests combining one or two holiday items with some non-holiday-themed items in a gift basket, or creating custom-made gift baskets.
How Can You Create Buzz?
The holidays are the perfect chance to host a fun holiday event and create buzz at your shop.
Host a "Santa Paws" event, where Santa poses with pets for an afternoon or a weekend, Dotterweich suggests. "This can really draw people in," she says.
Hosting charitable events for a local animal shelter can generate a lot of free local publicity and customer support. You can turn your Santa Paws event into a charity event by charging for the photos and donating the proceeds, Dotterweich says.
Last year, Tails by the Lake created a holiday gift-giving program for shelter cats and dogs. Staff members made ornaments with pictures of each pet and a short description of their needs, and they gave customers 30 percent off anything they bought for the shelter.
This type of event is a win-win situation because the customers have the chance to get into the spirit of giving, and they also buy things for their own dog. "We probably outfitted 40 to 50 dogs and cats and saw a five to 10 percent increase in sales from people coming in to make donations," Dotterweich says.
Scott and Ann Springer are freelance writers living in Southern California and are frequent contributors to the magazine.
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