Turn Summer Fun into More Store Visits, Community Engagement & Loyalty
July is one of the busiest months of the year for pet retailers. Families are traveling, temperatures are climbing, kittens are filling shelters, and fireworks have every pet parent searching for solutions.
This month’s holidays give you plenty of opportunities to educate customers, support local rescues, promote your Astro Offers, and strengthen your relationships with pet parents all month long.
Whether you’re planning an in-store event, scheduling Marketing Suite campaigns, or simply looking for fresh social media ideas, here’s your July marketing calendar.
Marketing Opportunities This Month
Summer Safety
- Fireworks
- Heat safety
- Hydration
- Travel
- Outdoor adventures
Great products to feature:
- Cooling mats
- Frozen treats
- Water fountains
- Travel bowls
- Calming supplements
- Tick prevention
Kitten Season
Shelters across North America are overflowing with kittens during the summer months.
July is the perfect time to:
- Promote ‘Sharing the Love’
- Partner with rescues
- Host adoption events
- Build “New Kitten Starter Kits”
❤️ Rescue Awareness
Several July holidays celebrate adoption and shelter support.
Ideas include:
- Food drives
- Donation bins
- Shelter craft days
- Adoption events
- Customer giving campaigns
📅 Schedule Your Marketing Early
Instead of scrambling each week, use Astro’s Marketing Suite to schedule your July campaigns in advance. Combine themed emails, social posts, app notifications, and My Promotions so your customers hear from you throughout the month—not just on the holiday itself.
Month-Long Observances
Week-Long Holidays
Single Day Holidays
- July 4: Independence Day
- July 10: National Kitten Day
- July 11: All-American Pet Photo Day
- July 15: National Pet Fire Safety Day
- July 15: National Hot Dog Day
- July 19: National Ice Cream Day
- July 21: National Craft for your Local Shelters Day
- July 21: No Pet Store Puppies Day
- July 31: National Mutt Day
Month-Long Observances
You have a full month to bring awareness to these educationally centric holidays while promoting your store, products, and loyalty programs.
National Lost Pet Prevention Month™
National Lost Pet Prevention Month™ encourages pet owners to take simple steps to keep their pets safe and ensure they can be reunited if they ever become lost. From updating ID tags and microchip information to practicing secure travel.
Why It Matters
Summer vacations, open doors, family gatherings, and fireworks all increase the chances of pets becoming lost.
Over 90% of pets reunited with their families are identified through tags or microchips.
How Retailers Can Get Involved
- Host a free ID tag engraving or microchip clinic with a local veterinarian or rescue.
- Create an educational display featuring GPS trackers, collars, ID tags, harnesses, and travel safety products.
- Schedule a Marketing Suite campaign sharing one lost pet prevention tip each week.
- Highlight Astro Offers on collars, leashes, GPS devices, calming products, and travel accessories.
Astro Opportunities
- My Promotions for ID tags, collars, leashes, and GPS devices
- Marketing Suite educational campaign
National Pet Hydration Awareness Month
National Pet Hydration Awareness Month reminds pet parents that proper hydration is essential to their pet’s health, especially during the hot summer months. Whether it’s keeping fresh water readily available, recognizing the signs of dehydration, or adding moisture-rich foods to their pet’s diet, small changes can make a big difference. July is the perfect time to educate your customers on the importance of hydration while showcasing products that help pets stay healthy and comfortable all summer long.
Why It Matters
Our pets rely on us for their hydration.
How Retailers Can Get Involved
- Build a “Beat the Heat” display featuring water fountains, travel bowls, hydration supplements, canned food, bone broth, frozen treats, and raw diets.
- Run a My Promotion on hydration accessories or travel essentials.
- Share hydration tips throughout the month on social media.
- Demonstrate pet water fountains in-store to encourage customers to upgrade their pet’s drinking station.
- Highlight Astro Offers on hydration products, bone broth, goat milk, wet and raw diets, and frozen treats.
Dog House Repair Month
Dog House Repair Month is a reminder that our pets’ outdoor spaces deserve a little seasonal maintenance, too. Whether it’s repairing an existing dog house, improving shade and ventilation, or creating a comfortable backyard retreat, July is the perfect time to help pets stay cool, safe, and comfortable while enjoying the outdoors. It’s also a great opportunity to educate pet parents on summer safety and showcase products that make outdoor adventures more enjoyable.
Why It Matters
July is the perfect time to help pets stay cool, safe, and comfortable while enjoying the outdoors.
How Retailers Can Get Involved
- Create an outdoor living display featuring dog houses, cooling mats, elevated cots, shade products, and flea & tick prevention.
- Share DIY dog house maintenance tips on social media.
- Partner with a local contractor or woodworking club for a dog house building demonstration.
- Recommend cooling products that help outdoor pets stay comfortable during summer.
Week-Long Holidays
You have a full week to celebrate and bring awareness to this charitable holiday while promoting your store, products, and loyalty programs.
July 19 - 25 : National Feed a Rescue Pet Week
3rd Week in July: July 19 – 25, 2026
Launched in 2017, this holiday by GreaterGood.org and The Animal Rescue Site aims to feed shelter pets. The Rescue Bank, started by Greater Good Charities, provides a year-round way to donate pet food to shelters and rescue pets.
We’ve granted more than $30 million in essential supplies to over 300 animal welfare organizations across the U.S. and Puerto Rico.
Check around in your community for ways you can participate, or visit Greater Good’s National Feed a Rescue Pet Week donation page.
How Retailers Can Get Involved
- Host a pet food donation drive benefiting a local shelter or rescue.
- Encourage customers to purchase an extra bag or can of food to donate during checkout.
- Invite a local rescue to visit your store for an adoption event.
- Promote your participation in ‘Sharing the Love‘ to support newly adopted pets.
Single Day Holidays
Bring attention to these holidays and your related promotions in the days leading up to them via Astro Campaigns. Then hit your social media pages on the day off to spread some cheer!
Canada Day
Annually on July 1st
All those who celebrate Canada as their home and native land celebrate Canada Day on July 1st. The day commemorates the anniversary of the Constitution Act, which consolidated three territories into the single nation of Canada, way back in 1867. That’s right — Canada celebrated its 150th birthday in 2017!
Parades, picnics, fireworks, and festivals are all common ways to celebrate Canada Day. We all know that many pets are anxious around loud noises, so this is a good time to educate your customers on the ways that you can help them keep their pets safe and calm this season.
How Retailers Can Get Involved
- Decorate the store with Canadian-themed displays.
- Share fireworks safety tips leading up to the holiday.
- Promote calming supplements, enrichment toys, and anxiety products.
- Encourage customers to stock up before evening celebrations.
July 1 : ID Your Pet Day
Annually on July 1st
July 1 is National ID Your Pet Day and was started by the ASPCA in order to serve as an annual check-in to make sure your pets’ identification information is up to date.
Identification can be a lifesaver for a lost pet.
It’s a good idea for all your animal companions—even indoor-only pets—to always wear a collar with an ID tag that includes your name, current phone number, and any relevant contact information.
Why It Matters
This is a great time to share with your customers the resources that you provide at your store to help keep their pets safely identified.
How Retailers Can Get Involved
- Offer discounted ID tags or collar accessories.
- Remind customers to verify their microchip registration information.
- Feature travel safety products, GPS trackers, and reflective collars.
- Run a social media campaign reminding pet parents to “Check Your Pet’s ID Today.”
Fourth of July: US Independence Day
Annually on July 4th
The Fourth of July is a holiday of fun and celebration for many, but it can also be a night full of anxiety for our four-legged friends. Since we can’t prevent our neighbors from setting off a chain of fireworks on the Fourth of July, we have to focus on the things we can do to help our pets stay safe and calm.
Astro Blog
We have put together a blog article for you to share with your customers to help them keep their pets safe and calm during the festivities. This article contains safety tips and educational content related to CBD.
Why It Matters
The 4th of July is the single busiest day of the year for lost pets. Animal shelters report a 30% to 60% surge in lost pets over the holiday weekend, and organizations estimate that 1 in 5 pets go missing after being scared by the loud, unexpected sounds of fireworks.
How Retailers Can Get Involved
- Create a “Fireworks Survival Kit” display with calming chews, supplements, pheromone products, enrichment toys, and safe chews.
- Schedule reminder emails a few days before July 4th.
- Share safety tips across social media throughout the week.
- Feature Astro Offers related to calming products.
National Kitten Day
Annually on July 10th
National Kitten Day, celebrated each year on July 10, shines a spotlight on the joy that kittens bring while encouraging adoption during the height of Kitten Season. Animal shelters and rescues are often overflowing with young cats this time of year, making it the perfect opportunity to support local organizations and help new pet parents prepare for their newest family member. Whether it’s welcoming a newly adopted kitten or spoiling a playful feline at home, this holiday is all about celebrating—and caring for—our tiniest companions.
This holiday pairs perfectly (ahem, purrfectly) with Sharing the Love. Let your local shelters and cat rescues know about your participation in this program so they can direct their new kitten adopters to you.
How Retailers Can Get Involved
- Partner with a local cat rescue for an adoption event.
- Promote Sharing the Love to new kitten adopters.
- Build a “New Kitten Essentials” display featuring food, litter, toys, scratching posts, and carriers.
- Host a kitten photo contest on social media. Kitten throwback photos are some of my favorite things! Ask your customers to share pics of their cats now, and as kittens.
Sharing the Love: Is this the first you have heard of ‘Sharing the Love’? Neighborhood Pet Shops and Pet Supply Brands can participate for FREE! Learn more here.
All-American Pet Photo Day
Annually on July 11th
All American Pet Photo Day is celebrated across the globe on July 11 through various social media platforms. According to the national calendar, this day is celebrated by posting various pictures and videos with the hashtag, #AllAmericanpetphotoday.
The motive of All American Pet Photo Day is the celebrate the sacred bond between humans and their adorable pets of various kinds. The pet need not be of a particular breed or type. Every animal, bird, and mammal is appreciated through varied pictures and clicks. The hashtags related to pets and animals trend across the globe on All American Pet Photo Day.
How Retailers Can Get Involved
- Create a patriotic photo booth inside your store.
- Hold a photo contest with gift card prizes.
- Encourage customers to tag your store and use #AllAmericanPetPhotoDay.
- Feature customer photos throughout the month on your social channels or posted throughout your store.
National Pet Fire Safety Day
Annually on July 15th
National Pet Fire Safety Day takes place every year on July 15, and it’s a day to learn how to keep your pet safe in a fire. For many of us, pets are our most precious asset, so it makes sense that we would dedicate a day to keeping them safe during one of the scariest things we can imagine. It was started by the Kennel Club and ADT Security in 2009 to help pet owners learn safety measures to protect their beloved pets and homes from fire, and it’s a great opportunity to learn how to keep your fur baby safe.
How Retailers Can Get Involved
- Share a printable pet fire safety checklist.
- Educate customers about window alert decals that notify firefighters about pets inside the home.
- Feature emergency preparedness products, travel carriers, and pet first aid kits.
- Partner with your local fire department for an educational event if possible.
National Hot Dog Day
2nd Wednesday of July : July 15, 2026
Technically, National Hot Dog Day celebrates the iconic summertime food—but we think it’s the perfect excuse to celebrate dachshunds, too! The term “hot dog” is believed to date back to German immigrants who brought both their beloved sausages and their long-bodied dachshund dogs to America in the 1800s. The nickname likely began as a playful comparison between the sausage and the breed’s distinctive shape. Even in Germany, frankfurters were sometimes referred to as “little-dog” or “dachshund” sausages, forever linking these lovable pups to one of America’s favorite cookout foods.
How Retailers Can Get Involved
- Celebrate dachshunds with a “Wiener Wednesday” or costume contest.
- Have some fun with the literal meaning of “hot dog” by offering frozen dog treats or pup cups.
- Encourage customers to share photos of their dachshunds on social media.
- Feature long-lasting chew treats as a “Hot Dog Special.”
National Ice Cream Day
3rd Sunday of July : July 19, 2026
We have borrowed this human-centric holiday so our pets can also benefit from this excuse to enjoy a sweet frozen treat. The cool thing about pet ice cream, or fro-yo, is that most brands have created a healthy treat that doesn’t require a cheat day to enjoy.
How Retailers Can Get Involved
- Host a pet ice cream social outside your store.
- Offer product samples from participating frozen treat brands.
- Bundle frozen treats with summer toys or cooling products.
- Promote Astro Offers featuring frozen treats and summer enrichment.
Social Media Fun: Ask your customers to share a pic of their pet enjoying a sweet frozen treat in the heat and @tag your page. #NationalIceCreamDay
National Craft for your Local Shelters Day
Annually on July 21st
National Craft for Your Local Shelters Day, celebrated each year on July 21, encourages pet lovers to create handmade items that provide comfort and enrichment for animals waiting to be adopted. From fleece blankets and toys to bandanas and pet beds, even simple DIY projects can make a meaningful difference for local shelters and rescues. It’s a wonderful opportunity to bring your community together, support local animal organizations, and inspire acts of kindness for pets in need.
How Retailers Can Get Involved
- Host an in-store craft afternoon where customers make blankets, toys, or enrichment items.
- Collect donated crafts for local shelters.
- Invite a shelter representative to speak about current needs.
- Include ‘Sharing the Love’ flyers with every shelter donation.
Sharing the Love: Is this the first you have heard of ‘Sharing the Love’? Neighborhood Pet Shops and Pet Supply Brands can participate for FREE! Learn more here.
No Pet Store Puppies Day
Annually on July 21st
The ASPCA started No Pet Store Puppies Day to bring attention to the still staggering number of known puppy mills in the USA.
The ASPCA estimates that there are between 6,000 and 10,000 commercial breeding facilities in the United States—and we refuse to rest until every single mill dog is safe.
The commercial puppy industry keeps dogs captive in cruel conditions just so they can keep making puppies. It’s time for dog lovers to fight back. Pledge to stay informed, educate others, and help us stamp out the puppy mill industry for good.
This is a great time to share information about your store’s participation in Sharing the Love. Let the world know that your pet shop is on the side of rescue and adoption!
How Retailers Can Get Involved
- Educate customers about responsible sourcing and adoption.
- Highlight your partnerships with local rescues and shelters.
- Share success stories from ‘Sharing the Love.’
- Invite local rescue organizations to participate in an adoption event.
Sharing the Love: Is this the first you have heard of ‘Sharing the Love’? Neighborhood Pet Shops and Pet Supply Brands can participate for FREE! Learn more here.
National Mutt Day
Annually on July 31st (& December 2nd)
National Mutt Day, also known as National Mixed Breed Dog Day, was created in 2005 by Celebrity Pet & Family Lifestyle Expert and Animal Welfare Advocate, Colleen Paige, and is celebrated on both July 31st and December 2nd.
This special day was created to be celebrated on two dates per year, to raise awareness of the plight of mixed breed dogs in shelters around the nation, as approximately 80% of dogs in shelters are mixed breeds.
There is a Facebook Page dedicated to National Mutt Day, where you can follow along with their “World’s Cutest Mutt” photo contest. When sharing posts and content related to this holiday, make sure to tag @nationalmuttday.
How Retailers Can Get Involved
- Host a “Celebrate Your Mutt” photo contest.
- Share adoption success stories from your community.
- Invite mixed-breed rescue organizations to your store.
- Feature Sharing the Love materials and encourage adoption throughout the year.
Social Media Fun: Encourage your customers to share adoption stories of their mixed-breed buddies and how they have enriched their lives since. #NationalMuttDay
Sharing the Love: Is this the first you have heard of ‘Sharing the Love’? Neighborhood Pet Shops and Pet Supply Brands can participate for FREE! Learn more here.
Plan Your July Marketing in One Afternoon
You don’t need to celebrate every holiday to make an impact. Pick the ones that best match your customers, your community, and the products you carry.
Use July’s holidays as conversation starters to educate pet parents, support local rescues, and remind customers why shopping local makes a difference.
With Astro Offers, My Promotions, ‘Sharing the Love’, and your Astro Marketing Suite working together, you can turn simple awareness days into meaningful customer engagement all month long.
Here’s to a fun, safe, and successful July!
