How pet retailers can help responsible small pet sales
The UK is often described as a nation of animal lovers, a sentiment reflected in the latest PDSA PAW Report, which reveals that over half the UK adult population own a pet. Among these pets are 10.6 million dogs, 10.8 million cats and 800,000 rabbits. However, this widespread affection for animals often brings with it strong opinions and pet retailers may find themselves at the centre of heated debates. One particularly contentious issue is the sale of small pets, with vocal critics expressing serious concerns about this practice. But are pet retailers really part of the problem?
Online availability
The reality is that small pets are widely available from a variety of sources, many of which lack proper regulation. Over the past two years there have been over 1.5 million Google searches for ‘rabbits for sale.’ And on four of the most popular UK selling sites there are currently upwards of four thousand rabbits looking for homes. These numbers do not even include the multitude of breeder websites. While there are many responsible breeders, the industry lacks sufficient oversight, and the unregulated nature of these sales often means prospective owners are left without the necessary guidance and support to properly care for their new pets.
A force for good
Retailers are in a strong position to set the standard around key issues and can leverage their knowledge and expertise to be a force for good. They can offer a personal service, understanding the needs of each potential owner and offering expert advice on the suitability of a particular small pet species. They can provide product recommendations to ensure that any pet that leaves their premises starts life in their new home with a high-quality species-specific diet tailored to needs. And, unlike the case with most online pet purchases, retailers can provide support and care advice in the weeks, months and even years that follow.
Responsible retailers
So, in the face of potential negativity, what can retailers do to position themselves in the best light? Most important is to lead by example. All small pets in-store should be housed in spacious, clean, enriching environments and offered a species-appropriate diet. Demonstrating best practices sets a standard for new owners and shows that animal welfare is a priority.
While knowledge around the care of small pets has come on in leaps and bounds, there is still room for improvement and setting up ‘gold standard’ small pet living quarters in store is one way to educate potential owners. Take hamsters, for example. These popular small pets are still housed in environments that lack the necessary enrichment to support their wellbeing. A ‘hamsterscape’ with sand baths, hiding places, suitably sized wheels and deep bedding will serve as a great conversation starter and show potential owners how best to support their new pet’s wellbeing. Sixty-five percent of the population are visual learners and showing will often have more impact than telling.
Staff education
Ensuring that all employees are well-versed in small pet care is also essential, both for providing excellent customer service and promoting responsible pet ownership. Comprehensive training should cover the specific needs of all species sold in-store. To support this, Supreme offers product training to all its retail partners along with nutrition and care guides for new owners. Additionally, providing checklists of ‘must-haves’ for each species helps ensure nothing gets over-looked. For example, for rabbits that checklist needs to include:
- Nutrition: advice on diet, including the importance of hay and a suitable product recommendation, such as Science Selective Adult Rabbit Food.
- Companionship: emphasise the importance of a bonded companion.
- Living quarters: for a pair of rabbits the Blue Cross recommends permanent access to an area no less than three metres long, by two metres deep, by one metre high. A hutch should never be the main accommodation for rabbits.
- Veterinary care: advise owners to seek veterinary advice regarding vaccination, neutering and other aspects of health care from a rabbit-savvy vet.
In addition, retailers need to be transparent about where the pets they sell come from and make sure that all animals come from responsible breeders.
Rescue organisations
Rescue and rehoming organisations also play a vital role. These organisations are dedicated to rehoming pets that have been abandoned, neglected or surrendered by their previous owners. Since 2022, there have been over 40,000 Google searches for ‘rehome my rabbits,’ highlighting the need for effective collaboration between pet retailers and rescue organisations. Retailers can provide resources and support, not only relieving some of the burden on rescue organisations but also demonstrating a commitment to animal welfare and responsible pet ownership.
Spreading the message
To position themselves as leaders in animal welfare, retailers need to actively work to change the narrative imposed by welfare critics. Social media offers a powerful tool to reach and engage with a wide audience, with nearly 70 percent of today’s pet parents looking at small pet-related content on social platforms. Of these, more than 80 percent use Facebook and YouTube as their information source and over 60 percent use Instagram, with video content especially popular at the moment. Posts should include a range of content including pet care tips and in-store events, while behind the scenes stories, staff news and interactive content can foster a sense of community and trust among followers.
Adhering to specific image and content guidelines is crucial for positioning pet retailers as advocates for animal welfare. Images should feature healthy, happy animals, in clean, enriching environments and content should consistently reflect a commitment to best practices in small pet care.
Small pet image guidelines
Do use images showing
- A species-specific diet
- Appropriate portion size
- Social animals in pairs
- Living environments of sufficient size
- Happy, healthy pets
Don’t use images showing
- Different species together e.g. rabbits and guinea pigs
- Small pets with cats or dogs
- Rabbits with carrots, apples, or other sugary food
- Overweight pets
- Pets in pain, or showing signs of fear or distress
In-store events
Hosting in-store events focused on responsible pet ownership is another effective strategy. These events can include pet care workshops, demonstrations on how to set up ideal living environments or talks given by animal care experts – a veterinary nurse from a local practice for example. Such events not only educate potential and current pet owners but also position the store as a hub of knowledge and support.
Building relationships
Establishing relationships with local journalists can help pet retailers gain positive media coverage and reach an even broader audience. Regional press are invested in creating a thriving local community and love a local ‘good news’ story. By inviting journalists to cover an in-store event or offering expert opinions on pet care topics, retailers can enhance their reputation, build visibility in the community and cultivate good relationships. Creating a positive rapport with the press can serve as a buffer against backlash, ensuring the retailer’s side of the story is heard and accurately represented. In essence, positive press relationships not only amplify good news but also help mitigate the impact of criticism.
The debate on small pet sales is a complex one but it is clear that pet retailers can make a significant positive difference. By focusing on education, transparency and community engagement retailers can ensure that small pets are placed in loving, informed homes and position themselves as advocates for small pet welfare, something that the world of online sales cannot compete with. Rather than being part of the problem, a good pet retailer is an integral part of the solution.