Fresh Starts, Strong Bonds, and Smart Promotions
January is all about fresh starts—for people and pets. After the busy holiday season, this month offers retailers a chance to slow things down, reconnect with customers, and focus on foundational pet care: training, exercise, enrichment, grooming, and adoption support. With a mix of month-long observances and playful single-day holidays, January is perfect for thoughtful, easy-to-execute campaigns that keep customers engaged without overwhelming them.
Month-Long Observances
Single Day Holidays
Month-Long Observances
🦮 Walk Your Dog Month
Walk Your Dog Month encourages pet parents to prioritize daily movement, mental stimulation, and quality time—especially during the colder, shorter days of winter. Regular walks support physical health, behavioral balance, and emotional well-being for dogs of all ages, while also strengthening the bond between pets and their people. This month-long observance reminds customers that even small, consistent walks can make a big difference, making it an ideal time for retailers to spotlight walking essentials and help pet parents recommit to healthy routines.
How Retailers Can Get Involved
Promote Walking Essentials: Highlight leashes, harnesses, poop bags, boots, reflective gear, and winter coats using enrolled Astro Offers.
Launch a “New Year, More Walks” Campaign: Use the Marketing Suite to target dog owners with a walking-themed email or SMS featuring relevant Offers.
Create a Walking Challenge: Encourage customers to track walks and share photos on social media for a chance to win a small in-store prize.
Bundle for Success: Merchandise walking essentials together to create an easy grab-and-go solution for pet parents.
🐕🦺 National Train Your Dog Month
National Train Your Dog Month focuses on building positive behaviors, confidence, and communication between dogs and their humans. January is a natural reset point, and many pet parents are motivated to establish new routines or correct lingering behavior challenges after the busy holiday season. Training doesn’t have to mean perfection—it’s about consistency, enrichment, and positive reinforcement. This observance gives retailers an opportunity to promote tools, treats, and educational resources that support lifelong learning and stronger relationships.
How Retailers Can Get Involved
Feature Training Tools: Promote treats, clickers, enrichment toys, puzzle feeders, and calming supplements.
Segment by Dog Age or Category: Use loyalty data to send targeted campaigns to puppy parents, recent adopters, or training-treat buyers.
Educational Spotlight: Share quick training tips in email campaigns or social posts to position your store as a trusted resource.
Reward Consistency: Create a My Promotion offering a small discount on training treats or enrichment items.
🦜 Adopt a Rescued Bird Month
Adopt a Rescued Bird Month shines a light on the growing need for responsible bird adoption and long-term avian care. Many companion birds require specialized nutrition, enrichment, and environmental support, and this observance encourages thoughtful adoption rather than impulse purchases. For retailers, this month offers a chance to educate customers, elevate bird care categories, and support rescues and sanctuaries while reinforcing the importance of commitment, enrichment, and ethical pet ownership.
How Retailers Can Get Involved
Promote Bird Essentials: Feature cages, perches, toys, nutritious food, and supplements through Astro Offers.
Educate New Bird Parents: Share care tips via email or in-store signage to help first-time adopters feel confident.
Support Adoption Efforts: Partner with local rescues or sanctuaries and spotlight them in your marketing.
Welcome New Pet Families: Encourage staff to introduce new adopters to your loyalty program and future savings.
🌿 National CBD Month
National CBD Month highlights the growing role hemp-derived CBD products play in supporting pet wellness, comfort, and quality of life. Many pet parents turn to CBD as part of a broader wellness routine to help manage everyday stressors such as anxiety, mobility challenges, situational stress, or age-related discomfort. January—when routines reset, and wellness goals are top of mind—is an ideal time to educate customers on responsible CBD use, proper dosing, and how these products can complement nutrition, enrichment, and veterinary care. This observance gives retailers a natural opportunity to lead with education, transparency, and trust.
How Retailers Can Get Involved
Highlight CBD Wellness Products: Promote hemp-derived CBD oils, chews, treats, and calming supplements using enrolled Astro Offers.
Educate with Confidence: Use the Marketing Suite to share educational content about proper usage, dosing guidelines, and what pet parents should look for in high-quality CBD products.
Segment Thoughtfully: Target senior pet owners, customers purchasing calming aids, or mobility-support products with tailored wellness messaging.
Merchandise for Discovery: Create a dedicated wellness or CBD endcap that positions these products alongside joint support, calming aids, and supplements for a holistic approach.
Single-Day Holidays
😺 Happy Mew Year for Cats Day
Annually on January 2
Happy Mew Year for Cats Day celebrates fresh starts, enrichment, and the unique personalities of our feline companions. As pet parents reset their routines in January, this playful holiday encourages them to invest in their cat’s mental stimulation, comfort, and overall wellness. From interactive toys and scratchers to healthier treat options and litter upgrades, this day invites cat parents to start the year with thoughtful improvements that support happier, more engaged indoor cats.
How Retailers Can Get Involved
Feature Cat Enrichment & Treats: Promote toys, scratchers, puzzles, treats, and litter solutions through Astro Offers.
Create a “New Year, New Cat Habits” Promotion: Use My Promotions to encourage upgrades to enrichment or wellness items.
Segment by Cat Parents: Target customers who frequently purchase cat food or litter with a playful, cat-focused campaign.
Encourage Engagement: Invite customers to share their cat’s “New Year resolution” on social media.
🚗 National Pet Travel Safety Day
Annually on January 2
National Pet Travel Safety Day is a reminder that pets need the same level of preparation and protection on the road as their humans—especially during winter travel. Whether families are driving to visit loved ones, heading out on weekend adventures, or simply running errands, proper restraints, carriers, and calming solutions can help prevent injuries and reduce stress. This day encourages pet parents to rethink old habits, upgrade outdated gear, and prioritize safety, making it a perfect opportunity for retailers to position themselves as trusted guides in responsible pet travel.
How Retailers Can Get Involved
Promote Travel Safety Essentials: Highlight car restraints, crates, carriers, calming aids, travel bowls, and ID tags using enrolled Astro Offers.
Launch a “Safe Travels” Campaign: Use the Marketing Suite to send a targeted message to customers who purchase outdoor, travel, or calming products.
Educate Pet Parents: Share quick tips on safe car travel and winter travel preparedness via email or in-store signage.
Create a Travel Bundle: Merchandise travel must-haves together for an easy, safety-focused purchase.
🐦 National Bird Day
Annually on January 5
National Bird Day honors both companion birds and wild birds while promoting ethical pet ownership and proper avian care. For pet retailers, it’s a chance to spotlight often-overlooked bird categories and educate customers on the importance of enrichment, nutrition, and habitat design. This holiday also pairs naturally with Adopt a Rescued Bird Month, reinforcing the message that birds deserve the same level of commitment, knowledge, and long-term care as more common companion animals.
How Retailers Can Get Involved
Highlight Bird Essentials: Promote food, supplements, enrichment toys, perches, and habitat upgrades.
Run an Educational Campaign: Use the Marketing Suite to share bird care tips and enrichment ideas.
Support Ethical Ownership: Pair messaging with Adopt a Rescued Bird Month for continuity.
Merchandise with Intention: Create a small bird-care spotlight display to draw attention to often-overlooked categories.
🛋️ National Cuddle Up Day
Annually on January 6
National Cuddle Up Day celebrates the simple but powerful bond between pets and their people. During the colder months, pets naturally seek comfort, warmth, and closeness, making this a perfect time to focus on products that promote relaxation and emotional well-being. From cozy beds and blankets to calming supplements and sprays, this holiday highlights the role comfort plays in a pet’s overall health and happiness—and reminds pet parents that quality downtime is just as important as activity.
How Retailers Can Get Involved
Feature Cozy Essentials: Promote beds, blankets, calming supplements, sprays, and cozy apparel.
Launch a Comfort-Themed Campaign: Use the Marketing Suite to spotlight products that support relaxation and bonding.
Segment by Pet Type: Send tailored messages to dog and cat parents highlighting species-specific comfort items.
Create a Cuddle Display: Merchandise cozy products together near checkout or high-traffic areas.
🛁 National Bubble Bath Day
Annually on January 8
National Bubble Bath Day is a lighthearted way to spotlight grooming, hygiene, and skin health for pets—particularly during the dry winter months. Cold weather, indoor heating, and heavy coats can all contribute to skin irritation, making January an ideal time to educate pet parents on proper bathing routines. Whether promoting professional grooming services, self-wash stations, or at-home grooming products, this day allows retailers to frame grooming as both essential care and a bonding experience.
How Retailers Can Get Involved
Promote Grooming Solutions: Highlight grooming appointments, self-wash stations, shampoos, brushes, and coat care products.
Target Past Grooming Customers: Use segmentation to remind customers who have used grooming services before.
Create a Limited-Time Incentive: Offer a My Promotion tied to grooming services or grooming retail add-ons.
Educate on Winter Skin Care: Share tips on bathing frequency and skin health during colder months.
🎭 National Dress Up Your Pet Day
Annually on January 14
National Dress Up Your Pet Day is all about fun, self-expression, and community engagement. While not every pet loves a full costume, many enjoy cozy sweaters, bandanas, or stylish collars—especially in winter. This holiday gives retailers an easy opportunity to bring joy into the store, spark social media engagement, and encourage lighthearted interaction between pet parents and their pets. It’s less about perfection and more about participation, laughter, and shared moments.
How Retailers Can Get Involved
Promote Apparel & Accessories: Highlight sweaters, bandanas, collars, and seasonal accessories.
Create a Fun My Promotion: Encourage impulse purchases with a limited-time apparel discount.
Drive Social Engagement: Invite customers to share photos of dressed-up pets for a chance to win a prize.
Merchandise for Visibility: Keep apparel front and center to spark spontaneous purchases.
❓ National Answer Your Cat’s Question Day
Annually on January 22
National Answer Your Cat’s Question Day adds a touch of humor to pet education by inviting cat parents to imagine what their curious companions would ask if they could speak. Beneath the whimsy, this holiday opens the door to conversations about nutrition, behavior, enrichment, and wellness. It’s an engaging way for retailers to provide expert guidance, answer common customer questions, and reinforce their role as knowledgeable partners in feline care.
How Retailers Can Get Involved
Promote Cat Wellness & Enrichment: Highlight treats, supplements, toys, and scratchers.
Run an Interactive Campaign: Invite customers to submit their cat’s “questions” via social media or email.
Educate with Expertise: Share answers related to nutrition, behavior, and enrichment.
Tie to Targeted Offers: Pair educational content with relevant Astro Offers for easy follow-through.
❤️ Change a Pet’s Life Day
Annually on January 24
Change a Pet’s Life Day shines a spotlight on adoption, second chances, and the transformative impact pet ownership has on both animals and people. This holiday encourages communities to support shelters, rescues, and newly adopted pets while recognizing the important role local pet retailers play in welcoming new pet families. From adoption rewards to starter essentials and education, this day reinforces the idea that small actions—done with care—can truly change a pet’s life forever.
How Retailers Can Get Involved
Support Adoption Rewards: Promote Sharing the Love and other adoption-focused programs.
Highlight Starter Essentials: Use Astro Offers to spotlight food, treats, and supplies for new pet families.
Create a Welcome Campaign: Use the Marketing Suite to help adopters understand long-term loyalty benefits.
Share Impact Stories: Feature adoption success stories to reinforce your store’s role in the community.
Closing Thought
January may be quieter than the holidays, but it’s one of the most powerful months for building habits, loyalty, and trust. By pairing meaningful pet holidays with targeted campaigns, smart merchandising, and Astro Offers, retailers can stay top-of-mind while helping pet parents start the year strong—one walk, cuddle, and positive habit at a time.
