May is one of the most dynamic months of the year for pet retailers—blending meaningful awareness campaigns, lighthearted moments, and one of the biggest retail weekends of the season. From celebrating the everyday joy pets bring into our lives during National Pet Month to supporting adoption efforts and promoting long-term wellness, May offers countless opportunities to connect with your customers in ways that feel both authentic and impactful.
This month is all about helping pet parents do better for their pets—whether that’s improving nutrition, reducing anxiety, investing in enrichment, or preparing for summer adventures. It’s also a prime time to turn those moments into meaningful engagement through your Astro tools. By pairing Astro Offers, Adoption Rewards, and targeted campaigns in the Astro Marketing Suite, you can create timely, relevant promotions that drive traffic, build loyalty, and increase basket size.
Use this guide to plan ahead, stay consistent, and make the most of every opportunity May has to offer.
Month-Long Observances
Week-Long Observances
Month-Long Observances
National Pet Month
National Pet Month celebrates the joy pets bring to our lives while encouraging responsible pet ownership, adoption, and regular veterinary care. It’s one of the biggest pet-centric observances of the year, making it the perfect backdrop for ongoing promotions, education, and community engagement throughout May.
How Retailers Can Get Involved
- Run a Month-Long Astro Offers Push: Highlight your top enrolled Offers with rotating in-store displays and weekly email or app campaigns.
- Promote Adoption Rewards: Partner with local shelters and position your store as a “welcome home hub” for new pet parents using Sharing the Love bundles and Bounce Back Coupons.
- Launch a “Pet Parent Appreciation” Campaign: Use My Promotions to offer double points, storewide discounts, or category-specific deals throughout the month.
- Educate & Engage: Share weekly pet care tips via the Astro Marketing Suite—nutrition, enrichment, seasonal safety—to keep customers coming back.
Responsible Animal Guardian Month
Responsible Animal Guardian Month emphasizes the importance of providing pets with proper care, nutrition, training, enrichment, and lifelong commitment. It encourages pet parents to go beyond the basics and truly invest in their pet’s long-term health and happiness. For retailers, this is a powerful opportunity to position your store as a trusted resource for education, guidance, and high-quality products.
How Retailers Can Get Involved
- Educational Campaign Series: Use the Astro Marketing Suite to send weekly tips on nutrition, training, grooming, and preventative care.
- Wellness & Routine Reset Promotions: Encourage pet parents to upgrade their routines with better food, supplements, and enrichment—pair with relevant Astro Offers.
- In-Store “Ask the Expert” Days: Host Q&A sessions with staff or local trainers/nutritionists.
- Loyalty Engagement Push: Promote Frequent Buyer programs and rewards as part of responsible, consistent pet care.
Pet Cancer Awareness Month
Pet Cancer Awareness Month raises awareness about early detection, prevention, and supportive care for pets facing cancer. While more serious in tone, it offers an opportunity to position your store as a trusted resource for wellness and support.
Sponsored by Pet Cancer Awareness and the Blue Buffalo Foundation for Cancer Research.
How Retailers Can Get Involved
- Wellness Spotlight Displays: Feature supplements, fresh diets, and immune-support products—pair with relevant Astro Offers.
- Educational Campaigns: Share signs of early detection and wellness tips via email or app notifications.
- Fundraising Initiative: Donate a portion of proceeds from select products to a local veterinary or rescue organization.
- Host an Expert Talk: Partner with a holistic vet or nutritionist for an in-store or virtual session.
Week-Long Observances
Be Kind to Animals Week
First Full Week of May
Organized by the American Humane, Be Kind to Animals Week® promotes compassion and humane treatment for all animals. It’s a natural fit for retailers to connect emotionally with customers while supporting adoption and ethical pet care.
This week-long event has been celebrated since 1915. It is the oldest commemorative week in U.S. history, and the nation’s longest-running humane education campaign.
How Retailers Can Get Involved
- Kindness Campaign: Encourage customers to donate supplies or round up purchases for local shelters.
- Adoption Event Weekend: Pair with Adoption Rewards to welcome new pet parents.
- Feature Ethical Brands: Highlight sustainably sourced or PSC-aligned brands (great tie-in to Earth Week momentum).
- Customer Engagement: Run a social campaign asking customers to share how they show kindness to their pets.
National Pet Week
First Full Week of May
Celebrated alongside Be Kind to Animals Week, this observance focuses on responsible pet ownership, including proper nutrition, regular vet visits, and enrichment.
How Retailers Can Get Involved
- Daily Deal Series: Run a different category promotion each day (nutrition, toys, grooming, etc.).
- Astro Offers Spotlight: Rotate featured Offers daily to drive repeat visits.
- In-Store Education Stations: Set up quick tips or signage around care basics.
- Marketing Suite Campaign Series: Schedule a full week of themed emails or app notifications.
Dog Anxiety Awareness Week
First Full Week of May
Dog Anxiety Awareness Week brings attention to the many forms of stress and anxiety dogs experience—from separation anxiety to noise sensitivity and environmental stressors. With more pet parents recognizing behavioral health as part of overall wellness, this is a powerful opportunity for retailers to educate customers and offer solutions that improve the quality of life for both pets and their owners.
How Retailers Can Get Involved
- Calming Solutions Spotlight: Feature natural calming remedies like CBD, supplements, pheromone products, and anxiety wraps—pair with relevant Astro Offers where available.
- “Stress Less” Campaign: Create a My Promotion on calming products or bundles designed for anxious pets.
- Educational Content Series: Use the Astro Marketing Suite to share tips on recognizing anxiety triggers and managing stress at home.
- In-Store Support: Train staff to recommend solutions and consider hosting a local trainer or behaviorist for a Q&A session.
One-Day Holidays
Mayday for Mutts
May 2
Mayday for Mutts celebrates mixed-breed dogs and encourages adoption. It’s a fun, inclusive holiday that resonates with a wide audience.
How Retailers Can Get Involved
- “Mutt Mix” Promotion: Offer discounts on treats, toys, or food toppers—perfect for My Promotions.
- Adoption Rewards Push: Promote Sharing the Love for newly adopted mixed-breed pups.
- Photo Contest: Encourage customers to share their “super mutts” on social media.
- Bundle Deals: Create themed product bundles using Astro Offers.
Cinco de Meow
May 5
A playful, pet-themed twist on Cinco de Mayo, this holiday is perfect for lighthearted, high-engagement campaigns.
How Retailers Can Get Involved
- Fiesta-Themed Promotions: Discounts on treats, toys, or enrichment items.
- In-Store Event: Host a small celebration with pet-safe “treat tastings.”
- Social Media Fun: Run a costume contest or themed photo challenge.
- App Push Campaign: Send a same-day notification with a limited-time deal.
National Dog Mom's Day
May 9, 2026 (Second Saturday)
This holiday celebrates devoted dog moms and their special bond with their pets—making it a strong retail moment for gifting and emotional storytelling.
How Retailers Can Get Involved
- Gift Bundles: Curate “Dog Mom” gift sets (treats, toys, accessories).
- Loyalty Perks: Offer bonus points or exclusive discounts for loyalty members.
- Customer Appreciation Campaign: Use the Marketing Suite to send a heartfelt email.
- UGC Campaign: Encourage customers to share photos with their dogs.
National Rescue Dog Day
May 20
This holiday celebrates rescue dogs and raises awareness about adoption. It’s one of the strongest alignment opportunities with Astro’s Adoption Rewards.
How Retailers Can Get Involved
- Adoption Event: Partner with local rescues for in-store or pop-up events.
- Adoption Rewards Spotlight: Promote Sharing the Love bundles and Bounce Back Coupons.
- “Rescue Essentials” Display: Feature products ideal for newly adopted pets.
- Storytelling Campaign: Share rescue success stories via email and social media.
Memorial Day
May 25, 2026 (Last Monday)
Memorial Day marks the unofficial start of summer and is a major retail opportunity. While it’s a day of remembrance, the long weekend drives strong shopping behavior.
How Retailers Can Get Involved
- Memorial Day Sale Event: Promote high-value Astro Offers and stack with My Promotions.
- Summer Kickoff Display: Feature travel gear, outdoor toys, flea & tick prevention.
- Marketing Suite Campaign: Schedule emails and app notifications leading into the weekend.
- Community Tie-In: Honor service animals or donate a portion of proceeds to a related cause.
May is one of the most versatile marketing months of the year—blending heartfelt adoption stories, educational opportunities, and major retail moments like Memorial Day. By layering Astro Offers, Adoption Rewards, and targeted Marketing Suite campaigns, retailers can turn everyday moments into meaningful connections that drive both loyalty and sales.
