Pets are part of the family – and big business. A 2022 report from the American Pet Products Association says 7 in 10 American households (more than 90 million) include at least one pet, and we spend almost $124 billion on our pets each year. Dogs still lead the pack, followed by cats, then fish and other critters.
Driven in part by increased animal adoptions and more time at home during the pandemic, we’re also spending a lot more time with our furry (and feathered and finned) friends. Building a connection is what promotional products are all about, so it makes sense for brands to tap into the emotional investment people have in their pets.
Katherine Smith, director of sales and marketing for Houston-based distributor Bullpen Marketing, encourages her sales team to consider pet promo items for all kinds of clients.
“The cool thing about pet items is that it evokes that emotional connection that people have to their pets. It’s such a powerful branding tool for that reason,” she says, “because you put your logo on it and you give it to somebody and they get to use it for their pet and they get so excited about that, and that’s the emotional connection that you want them to have when they think of your brand.”
April 11 marks National Pet Day, and May is National Pet Month in the U.S. But let’s face it – every day is dog or cat (or ferret or whatever) appreciation day once an animal has captured your heart, so anytime is a good time to add pet promo products into the mix.
Plenty of suppliers have rolled out new pet lines in the past year. Michael Williams, director of national accounts for New York-based supplier AZX Sport, says interest in promotional pet products is increasing, particularly generic pieces that aren’t tied to the size of the animal, and on-the-go items like collapsible water bowls.
“We sell way more leashes than we do collars, because a leash is good for any dog out there or any cat or any animal that you’re taking on a walk,” says Williams. “And we’re seeing a ton of requests for pet bandanas, because it’s super easy to tie around the animal’s neck and relatively one size fits most.”
On the more custom side, he notes some fun projects with promo products matching owners to their pets. After all, the D-O-double-G himself launched the “Snoop Doggie Doggs” pet accessory line last year.
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“We worked on a project for custom pet robes, for instance, that matched human robes,” says Williams. “We’ve done socks that matched dog socks. … I’m waiting for my first request of a custom bucket hat for a dog matched to a bucket hat for a human.”
Brandon Pecharich, director of sales and marketing for Colorado-based supplier Branded Logistics, likewise sees pet products as a huge opportunity for the promo products industry, whether you’re talking giveaways or merch. In addition to the (literal) warm fuzzy feeling the end users will get, it creates opportunities for your clients’ brands to shine on walks around the block, trips to the dog park or in cute social media posts, where more people will see that logo or message.
“Who doesn’t go up to a pet and pet it,” says Pecharich, “so why not make your dog a billboard for your company?”
Pet items can also be an extra purr-sonal tool for employee recognition.
“Pets have always been important to us, but even more so with the pandemic,” says Nicole Baker, an account manager with Minnesota-based distributor American Solutions for Business. “They’re our coworkers now.”
She says the majority of the requests she’s received for custom-branded pet items have come from companies “wanting to share a little love with the furry friends of their employees.”
“We all are doing video calls, and our animals are interrupting the calls, and you can see this picture into people’s worlds and lives,” adds Baker. “It’s an opportunity for us to engage with the whole person and not just the person we would interact with at the office.”
She sees this as a positive result from the adjustments made during the pandemic.
“We’re all real, whole people, and I love my dogs,” she adds. “If a company sent me something for my dogs, I would certainly feel a more positive relationship with that company.”
Here are a few products that can fetch a paws-itive response for your clients’ brands:
Pop your client’s logo on this collapsible 6-inch Silicone Dog Bowl. The silicone construction makes PMS color matching a cinch, and the easy-to-clean bowl folds flat for portability.
AZX Sport / PPAI 224494, S6
A smash hit at The PPAI Expo in January, the Asobu Dog Bowl Bottle Lite includes a detachable silicone bowl so people and pets can hydrate together on the go. “I would have bought this in retail if I didn’t get it in promo,” says Baker. The BPA-free clear bottle comes with silicone bowl and neck in seven colors (blue shown).
Ad-N-Art / PPAI 236926, S4
A durable leash makes a great gift or giveaway. Customize this Elite+ Leash, 1 inch wide and 6 feet long, with your company name and logo woven into the fabric.
WOVIN Brands/Promopet / PPAI 113213, S5
This machine washable, custom-printed Bandoggies Cooling Pet Bandana makes a great accessory for anyone’s favorite pooch. To activate the cooling material, simply wet it, wring it out, wave it in the air and tie it loosely around the dog’s neck. Available in sizes S-L.
Clothpromotions Plus / PPAI 359202, S4
Maximize brandable area and provide extra comfort for the animal with this rPET Eco-Friendly Sublimation Strong Pet Vest Harness. The 3/4-inch adjustable strap, made of 100% recycled polyester, can be decorated with full-color edge-to-edge dye sublimation for all-over messaging.
ImprintID / PPAI 576424, S5
Everyone poops, and everyone knows that’s why bags are a must for any walk with a dog. This stylish, refillable Dog Poop Bag Dispenser clips directly onto a leash or belt loop and holds one full roll of bags (one roll included). The rubber-reinforced hole makes for easy dispensing, one bag at a time, and the all-over decoration makes it a great branding opportunity.
HPG / PPAI 110772, S11
White cat, black pants – no problem. This Pet Hair Remover works like a charm on clothing, upholstery and anything riddled with fur. No need to buy hundreds of lint roller sheets for a hair-free haven – a velvety bar pills loose fur into a closed compartment, then simply press the release button to open and empty.
CA Amazing Resource / PPAI 649047, S3
Brand the base of this windmill-style Cat Food Dispenser Interactive Pet Toy for a fun feline option. The suction cup stabilizes the toy on a flat surface, vertically or horizontally, and a soft rubber stopper makes it easy to refill. Various colors available.
UPromo Corp. / PPAI 818503, S3
Custom pet toys in the shape of your product or logo make memorable giveaways and are a great addition to any merch line. The Original PrideBite plush squeaky toy, featured on Shark Tank, can be made in any shape, size and color. (Catnip toys also available.) Plush beer cans and bottles have proved especially popular with breweries that host “yappy hour” for dogs and their owners.
PrideBites / PPAI 729297, S1
Give a gift for now and later with these Mini Dog Bones in Bag with Bone Magnet. Made in the USA, each bone-shaped morsel offers 12 vitamins and minerals, and every 1-oz. bag of treats comes with an attached full-color magnet that will remind recipients who gave them the treats.
The Magnet Group / PPAI 338534, S11
