Drop your email below to unlock the full report.
Ask an independent pet retailer what keeps customers coming back, and the answer's likely high-quality products and knowledgeable staff who know every furry friend's name.
But check the register to see how often shoppers have come in over the last two years, and the answer’s less and less.
Yet, pet spending isn’t down. It hit a record $158 billion in 2025 (up 3.7%) with $165 billion projected for 2026.
This report can help pet store owners reconcile both realities. We surveyed independent pet retailers and pulled anonymized point of sale (POS) data from over 200 stores to chart a clear path forward.
.png?width=1699&height=1150&name=etail-image-dog%20(1).png)
Independent pet retailers surveyed
Independent pet stores’ aggregated POS data
Whether you’ve been operating for a decade or just opened up shop, here are the most significant findings that all independent pet retailers need to know about in 2026.
Overall transactions per store fell 15.6% over two years, but the average ticket actually rose 4.5% (from $57.41 → $59.98).
The customers who show up still spend, so retailers should focus on increasing foot traffic instead of slashing prices across the board.
Raw food is the fastest-growing product category according to 55% of retailers surveyed, with frozen close behind at 53%.
It’s part of a much larger pet wellness shift, one that over 80% of our surveyed retailers said has grown in the last five years.
National data backs up these observations. Supplement use is up 56% among dog owners and 70% among cat owners since 2018, and wellness now accounts for an estimated $70 to $80 billion of all pet spending.
78% of surveyed retailers see PetSmart, Chewy, or Amazon as competition. No big shock there.
What is surprising is that 70% of surveyed stores say they sell online, yet 90% of all surveyed stores report that e-commerce makes up only 10% or less of overall sales.
Even so, about 1 in 5 retailers still name e-commerce as their biggest growth opportunity, betting there's a way to bridge personalized service with online selling.
From adoption events to training classes, retailers running three or more community events cite those as a reason why folks continue choosing their business — 91% versus 59% of those running none.
But their growth expectations aren’t any higher than stores that skip them, suggesting these events help build trust with existing customers but don't necessarily bring in new ones.
However, 61% of those who added a new service like grooming, self-wash, or nutrition consultations saw increased foot traffic, and 50% saw better retention.
87% of retailers said personal connection is a must for maintaining customer loyalty, but that connection mostly happens in-store.
Personalized, in-person service (43%) was reported to beat out social media (27%) and both email and text combined (under 5%) as the most effective loyalty channel.
Many retailers already run a loyalty platform (looking at you, Astro!), but it’s mostly just tallying points at checkout.
The real opportunity is using that platform to get customers back in the store more often, where loyalty actually happens.
Every section in this report has something worth knowing, but we grouped survey responses by tenure into three clear groups to help you prioritize where to start.
Find yours below and jump straight to what matters most.
You’re less than six years in and the most optimistic group in the survey, with 89% expecting growth this year.
You’re still earning the reputation and repeat customers that come with more years in business.
Capture customer records from day one.
Staff one service well before adding another.
Unify e-commerce and in-store inventory now.
Use social media to drive appointment bookings.
You’re six to 20 years in, the largest group in the survey, with growth confidence sitting right in the middle at 65%.
You also carry the broadest mix of products and services of any group — the question is which of it is actually driving growth.
Cut services that aren’t driving product sales.
Turn purchase history into reorder reminders.
Put services, retail, and loyalty on one record.
Test automation and AI tools for inventory forecasting.
You’re 21+ years in, the smallest group in the survey, with the deepest customer trust of any group.
Just 53% expect to grow this year, but no other group has as much customer history to build on.
Turn pet wellness expertise into revenue.
Keep building out a compelling loyalty program.
Document operational knowledge before turnover.
Use each visit to book the next appointment.
There’s an exciting energy to being a new business owner — it’s part of what makes this group so optimistic about long-term success.
But a great first visit doesn’t always guarantee a second one. Without something compelling to bring customers back, they can switch over to autoship just as easily as anyone else’s regulars.
That's why this group is Destination Builders. Your focus should be turning your store into a place where shoppers come back regularly.
| Share of surveyed retailers | Years in business | Expect growth this year | Expect growth above 20% |
|---|---|---|---|
| 38% | Under 6 years | 89% | 17% |
Nearly 90% expect to grow this year, but that kind of growth doesn't happen without targeted initiatives.
And with so much to focus on early, it's easy for new pet store owners to spread themselves thin, trying a little of everything to see what sticks.
Here’s a step-by-step flow of how you can set your pet retail business up for long-term success.
A newer store doesn’t have years of purchase history to analyze like more established pet retailers, so you need to start collecting customer information ASAP.
For every new customer that stops by, make sure to document:
While you don’t need anything fancy to start (a notebook or binder works), a pet-specific point of sale (POS) system like eTailPet lets you input information directly into the system and attach it to a customer’s profile. That way, all employees have access to the data whenever they need it.
Part of running a new business is getting your name out there, and that increasingly starts online.
An online storefront connected to your in-store inventory is easiest to set up now, while your product list is still relatively small.
It might not drive much in sales right away, but it’s foundational for search engine optimization (SEO) and local search visibility, both of which take time to build.
That storefront can also compete directly with the convenience pulling customers towards autoship. A pet-specific POS system like eTailPet supports subscriptions and recurring orders, so a customer who wants their food to just show up every month can set that up through your store instead of somewhere else.
Community involvement works the same way. As mentioned earlier, it does more to deepen trust with existing customers than to attract new foot traffic.
But for a newer store, partnering with other local businesses for an adoption event, a training session, or a farmers market booth puts your name in front of people who don’t know you yet.
It’s also worth setting up social media accounts at the same time as your online store, mainly as a way to get the word out and make booking easy.
And if you already have social accounts created, you might be left wondering how to best use them.
Looking at what other pet stores post can help you see what types of posts get engagement. Maybe it’s a customer or staff spotlight, new product roundup, or just something silly documenting what happens in your store day-to-day.
Whatever you find, think about how you can translate it uniquely to fit your own store.
Here are some post ideas to get you started:
Using a system like eTailPet takes it one step further, letting you connect a booking link to your scheduling system directly in your posts. It can also send an automatic reminder text before the appointment, so there’s one less no-show to worry about.
A newer store doesn’t have years of purchase history to analyze like more established pet retailers, so you need to start collecting customer information ASAP.
For every new customer that stops by, make sure to document:
While you don’t need anything fancy to start (a notebook or binder works), a pet-specific point of sale (POS) system like eTailPet lets you input information directly into the system and attach it to a customer’s profile. That way, all employees have access to the data whenever they need it.
Part of running a new business is getting your name out there, and that increasingly starts online.
An online storefront connected to your in-store inventory is easiest to set up now, while your product list is still relatively small.
It might not drive much in sales right away, but it’s foundational for search engine optimization (SEO) and local search visibility, both of which take time to build.
That storefront can also compete directly with the convenience pulling customers towards autoship. A pet-specific POS system like eTailPet supports subscriptions and recurring orders, so a customer who wants their food to just show up every month can set that up through your store instead of somewhere else.
Community involvement works the same way. As mentioned earlier, it does more to deepen trust with existing customers than to attract new foot traffic.
But for a newer store, partnering with other local businesses for an adoption event, a training session, or a farmers market booth puts your name in front of people who don’t know you yet.
It’s also worth setting up social media accounts at the same time as your online store, mainly as a way to get the word out and make booking easy.
And if you already have social accounts created, you might be left wondering how to best use them.
Looking at what other pet stores post can help you see what types of posts get engagement. Maybe it’s a customer or staff spotlight, new product roundup, or just something silly documenting what happens in your store day-to-day.
Whatever you find, think about how you can translate it uniquely to fit your own store.
Here are some post ideas to get you started:
Using a system like eTailPet takes it one step further, letting you connect a booking link to your scheduling system directly in your posts. It can also send an automatic reminder text before the appointment, so there’s one less no-show to worry about.
As previously mentioned, services tend to be a significant driver of both foot traffic and repeat visits. But it can be difficult for new owners to know which ones are worth the upfront investment.
Here’s a closer look at the spread of offered services amongst all surveyed retailers:
Start with market research to determine which pet services are already offered nearby, and where the gaps are.
Then, match that data against your team’s expertise — if a few staff members already know leash behavior and training, for example, that’s a workshop waiting to happen.
Note that some of these events may require licensing or liability insurance depending on the class type, so review all local regulations before rolling out any new workshops.
After six to 20 years in the industry, you’ve gotten a real lay of the land.
That kind of time in business means room to try things newer stores haven’t gotten to yet, and it shows — our surveyed retailers in this group report the broadest mix of products, services, and community programs of any segment.
That’s exactly why we're calling this group Full-Service Operators.
| Share of surveyed retailers | Years in business | Expect growth this year | Expect a decline |
|---|---|---|---|
| 40% | 6–20 | 65% | 14% |
Tenure varies across this group, but what ties these store owners together is having tried enough to have real results to look at, without habits so set that a fresh look feels impossible.
By now, you've likely run enough promotions, services, and campaigns to have performance data, but it's hard to know whether that data reflects real progress or just falls into the same industry-wide trend of "fewer trips, steady tickets" affecting all groups in this report.
Here are four tips to make the most of what’s already working.
Since this group offers the widest range and number of services, it’s worth regularly checking which ones are paying off.
Start by calculating:
Comparing the average annual spend of customers who use a service regularly against those who don't shows whether that service is actually earning its keep.
Once you’ve settled on which services make the cut, closely examine each one’s current execution to see if there are opportunities to improve.
For example, a grooming appointment that ends with a specific product recommendation, tied to something staff actually noticed about the dog’s skin or coat during the groom, captures more value than one that ends with a simple pickup and goodbye.
Additionally, encourage satisfied customers to leave reviews mentioning their selected service directly. That way, if someone were to search “dog grooming near me,” your reviews already mention grooming by name and Google is more likely to serve up your store first.
Printing out a QR code linking directly to your reviews page, placed near service stations, at checkout, or on business cards, makes leaving a review as easy as possible for customers.
28% of Full-Service Operators already name personalized recommendations as their biggest growth opportunity, and purchase history is one practical way to act on it.
Subscriptions and autoship are a clear example, with NIQ reporting that 40% of pet care dollars now come from subscription sales.
Still, about half of pet owners still don't use a pet food subscription at all, which leaves room for an independent store to be the one they choose.
Doing this well takes a system that connects purchase history to an actual reminder or subscription order, rather than relying on staff to remember who’s due for a refill. Pairing it with local pickup or delivery closes the loop even further.
This kind of setup isn’t exclusive to big-box retailers. Some pet-specific POS systems, eTailPet included, support subscriptions, recurring orders, and reminders like this natively, putting automated communication within reach of any store.
With this cohort offering a variety of products and services, seasonal patterns can hide in plain sight if services, retail, and loyalty all live in separate systems.
A slow spring in retail sales might get missed if grooming or self-wash numbers are still holding steady in a completely different system.
Aggregated POS data shows a clear seasonal fluctuation, where transactions climb every Q4 and then drop again by the following spring.
The size of that dip is even shrinking a bit, down about 9.6% from Q4 2024 to Q1 2025, then about 6.6% from Q4 2025 to Q1 2026.
A shared record makes it possible to catch that pattern early. That could mean scheduling more staff ahead of a Q4 rush, or getting a spring promotion or service push ready before the usual dip arrives.
Either way, you catch the slow month before it hits instead of only noticing it after the fact.
Since this group offers the widest range and number of services, it’s worth regularly checking which ones are paying off.
Start by calculating:
Comparing the average annual spend of customers who use a service regularly against those who don't shows whether that service is actually earning its keep.
Once you’ve settled on which services make the cut, closely examine each one’s current execution to see if there are opportunities to improve.
For example, a grooming appointment that ends with a specific product recommendation, tied to something staff actually noticed about the dog’s skin or coat during the groom, captures more value than one that ends with a simple pickup and goodbye.
Additionally, encourage satisfied customers to leave reviews mentioning their selected service directly. That way, if someone were to search “dog grooming near me,” your reviews already mention grooming by name and Google is more likely to serve up your store first.
Printing out a QR code linking directly to your reviews page, placed near service stations, at checkout, or on business cards, makes leaving a review as easy as possible for customers.
28% of Full-Service Operators already name personalized recommendations as their biggest growth opportunity, and purchase history is one practical way to act on it.
Subscriptions and autoship are a clear example, with NIQ reporting that 40% of pet care dollars now come from subscription sales.
Still, about half of pet owners still don't use a pet food subscription at all, which leaves room for an independent store to be the one they choose.
Doing this well takes a system that connects purchase history to an actual reminder or subscription order, rather than relying on staff to remember who’s due for a refill. Pairing it with local pickup or delivery closes the loop even further.
This kind of setup isn’t exclusive to big-box retailers. Some pet-specific POS systems, eTailPet included, support subscriptions, recurring orders, and reminders like this natively, putting automated communication within reach of any store.
With this cohort offering a variety of products and services, seasonal patterns can hide in plain sight if services, retail, and loyalty all live in separate systems.
A slow spring in retail sales might get missed if grooming or self-wash numbers are still holding steady in a completely different system.
Aggregated POS data shows a clear seasonal fluctuation, where transactions climb every Q4 and then drop again by the following spring.
The size of that dip is even shrinking a bit, down about 9.6% from Q4 2024 to Q1 2025, then about 6.6% from Q4 2025 to Q1 2026.
A shared record makes it possible to catch that pattern early. That could mean scheduling more staff ahead of a Q4 rush, or getting a spring promotion or service push ready before the usual dip arrives.
Either way, you catch the slow month before it hits instead of only noticing it after the fact.
Just over half of independent pet retailers have started using some kind of automated or smart tool for their business.
And out of those who have adopted it for their business, 48% say it’s paid off.
Almost all of that adoption sits in marketing-related tasks, particularly social media, but it’s worth using conscientiously.
AI can help get a first draft going, but simply copying and pasting the first output or graphic can mismatch your store’s unique tone of voice. You know your business and audience best, so treat that first draft as a starting point and go from there.
Setting marketing aside, there’s an interesting opportunity for automation sitting within the smallest segments of adoption.
Inventory and demand forecasting, along with personalized recommendations, are two of the lesser-used applications — but they’re both directly tied to the frequency problem covered earlier in this report.
Using automation this way means setting up an alert before a popular product runs out, or a reorder reminder built off purchase history that gets a customer back in the door without any manual outreach on your end.
Over 21 years in pet retail is worth celebrating, but longevity alone doesn’t guarantee consistent wins.
At this stage, growth often comes from smaller, strategic moves versus a massive overhaul. You’ve likely already tried plenty, some of which may not have panned out as anticipated.
But that doesn’t mean there’s nothing left to do! Long-time store owners can lean on the one thing this group has more of than anyone else — trust that took decades to build.
That's why this group is Trusted Authorities.
| Share of surveyed retailers | Years in business | Expect growth this year | Expect a decline |
|---|---|---|---|
| 22% | 21+ | 53% | 19% |
This group has the lowest growth outlook and the highest expected-decline rate of the three groups in this report, even with more customer history and relationships built up than anyone else.
Some of that hesitation might come from feeling like you've already tried everything, but there are still a few specific, underused moves still on the table for this group.
Here are four ways to put that valuable reputation into action.
Since this group offers the widest range and number of services, it’s worth regularly checking which ones are paying off.
Start by calculating:
Comparing the average annual spend of customers who use a service regularly against those who don't shows whether that service is actually earning its keep.
Once you’ve settled on which services make the cut, closely examine each one’s current execution to see if there are opportunities to improve.
For example, a grooming appointment that ends with a specific product recommendation, tied to something staff actually noticed about the dog’s skin or coat during the groom, captures more value than one that ends with a simple pickup and goodbye.
Additionally, encourage satisfied customers to leave reviews mentioning their selected service directly. That way, if someone were to search “dog grooming near me,” your reviews already mention grooming by name and Google is more likely to serve up your store first.
Printing out a QR code linking directly to your reviews page, placed near service stations, at checkout, or on business cards, makes leaving a review as easy as possible for customers.
28% of Full-Service Operators already name personalized recommendations as their biggest growth opportunity, and purchase history is one practical way to act on it.
Subscriptions and autoship are a clear example, with NIQ reporting that 40% of pet care dollars now come from subscription sales.
Still, about half of pet owners still don't use a pet food subscription at all, which leaves room for an independent store to be the one they choose.
Doing this well takes a system that connects purchase history to an actual reminder or subscription order, rather than relying on staff to remember who’s due for a refill. Pairing it with local pickup or delivery closes the loop even further.
This kind of setup isn’t exclusive to big-box retailers. Some pet-specific POS systems, eTailPet included, support subscriptions, recurring orders, and reminders like this natively, putting automated communication within reach of any store.
With this cohort offering a variety of products and services, seasonal patterns can hide in plain sight if services, retail, and loyalty all live in separate systems.
A slow spring in retail sales might get missed if grooming or self-wash numbers are still holding steady in a completely different system.
Aggregated POS data shows a clear seasonal fluctuation, where transactions climb every Q4 and then drop again by the following spring.
The size of that dip is even shrinking a bit, down about 9.6% from Q4 2024 to Q1 2025, then about 6.6% from Q4 2025 to Q1 2026.
A shared record makes it possible to catch that pattern early. That could mean scheduling more staff ahead of a Q4 rush, or getting a spring promotion or service push ready before the usual dip arrives.
Either way, you catch the slow month before it hits instead of only noticing it after the fact.
With visits down across the industry, the value of a visit you already have goes up, especially for a group that’s already built out such a solid reputation.
28% of surveyed retailers in this group call themselves a community resource, the highest out of any in this report. That reputation brings familiarity and trust, but it doesn’t guarantee that folks walk back through the door on a regular basis.
There are a few specific steps you can take to help close the gap. Ending a nutrition consultation by scheduling a follow-up date, for example, is more concrete than just saying “let us know how it goes.”
You can also send automated reminders tied to a pet's specific milestones, like recovering from surgery, moving to a senior diet, or settling in as a new puppy — all of these give customers a reason to check in that feels personal.
Whatever you decide, it has to be consistent and easily replicable for all customers. A booking or reminder system makes that much easier for the whole team, instead of having to rely solely on memory or handwritten notes.
Since this group offers the widest range and number of services, it’s worth regularly checking which ones are paying off.
Start by calculating:
Comparing the average annual spend of customers who use a service regularly against those who don't shows whether that service is actually earning its keep.
Once you’ve settled on which services make the cut, closely examine each one’s current execution to see if there are opportunities to improve.
For example, a grooming appointment that ends with a specific product recommendation, tied to something staff actually noticed about the dog’s skin or coat during the groom, captures more value than one that ends with a simple pickup and goodbye.
Additionally, encourage satisfied customers to leave reviews mentioning their selected service directly. That way, if someone were to search “dog grooming near me,” your reviews already mention grooming by name and Google is more likely to serve up your store first.
Printing out a QR code linking directly to your reviews page, placed near service stations, at checkout, or on business cards, makes leaving a review as easy as possible for customers.
28% of Full-Service Operators already name personalized recommendations as their biggest growth opportunity, and purchase history is one practical way to act on it.
Subscriptions and autoship are a clear example, with NIQ reporting that 40% of pet care dollars now come from subscription sales.
Still, about half of pet owners still don't use a pet food subscription at all, which leaves room for an independent store to be the one they choose.
Doing this well takes a system that connects purchase history to an actual reminder or subscription order, rather than relying on staff to remember who’s due for a refill. Pairing it with local pickup or delivery closes the loop even further.
This kind of setup isn’t exclusive to big-box retailers. Some pet-specific POS systems, eTailPet included, support subscriptions, recurring orders, and reminders like this natively, putting automated communication within reach of any store.
With this cohort offering a variety of products and services, seasonal patterns can hide in plain sight if services, retail, and loyalty all live in separate systems.
A slow spring in retail sales might get missed if grooming or self-wash numbers are still holding steady in a completely different system.
Aggregated POS data shows a clear seasonal fluctuation, where transactions climb every Q4 and then drop again by the following spring.
The size of that dip is even shrinking a bit, down about 9.6% from Q4 2024 to Q1 2025, then about 6.6% from Q4 2025 to Q1 2026.
A shared record makes it possible to catch that pattern early. That could mean scheduling more staff ahead of a Q4 rush, or getting a spring promotion or service push ready before the usual dip arrives.
Either way, you catch the slow month before it hits instead of only noticing it after the fact.
With visits down across the industry, the value of a visit you already have goes up, especially for a group that’s already built out such a solid reputation.
28% of surveyed retailers in this group call themselves a community resource, the highest out of any in this report. That reputation brings familiarity and trust, but it doesn’t guarantee that folks walk back through the door on a regular basis.
There are a few specific steps you can take to help close the gap. Ending a nutrition consultation by scheduling a follow-up date, for example, is more concrete than just saying “let us know how it goes.”
You can also send automated reminders tied to a pet's specific milestones, like recovering from surgery, moving to a senior diet, or settling in as a new puppy — all of these give customers a reason to check in that feels personal.
Whatever you decide, it has to be consistent and easily replicable for all customers. A booking or reminder system makes that much easier for the whole team, instead of having to rely solely on memory or handwritten notes.
Most of this report explored trends and tips by retailer type, but this positive trend affects every single retailer, regardless of size or tenure.
Many surveyed retailers reported a significant shift in customer focus on their pet’s health, wellness, and diets — and it’s holding up industry-wide. The global raw pet food market alone is valued at $7.14 billion in 2025 and projected to reach $15.82 billion by 2034.
Globally, new pet food product launches grew from 6,741 in 2016 to 8,850 in 2025, according to a 2026 peer-reviewed article in the journal Animals — evidence that manufacturers are responding to the same shift retailers are seeing on their shelves.
For many pet owners, researching this information on their own or taking a quick trip to the vet doesn't answer all of their questions.
That's why independent pet retailers' expertise makes them a trusted resource on complex dietary needs, the same reason specialty pet stores hold 21.4% of raw food sales industry-wide, built specifically on curated selection and expert staff guidance.
Price, ingredient quality, and nutritional benefits were all ranked as near-identical purchase drivers (each between 73–75%), suggesting that customers are weighing all three at once. Helping shoppers sort through that mix and find the best option for their needs is exactly where independent retailers stand out.
Additionally, the retailers leaning into that conversation the most also see it show up in their category mix.
Among those reporting a significant rise in wellness interest, 60% name both raw and frozen as top-growth categories, compared to 53% and 43% among retailers who saw only a slight increase. Conviction and category are moving in tandem.
That same conversation is also where independent retailers have room to lead. The same 2026 review found that pet food research and product development is increasingly concentrated in health-targeted formulations, including gut health, immune support, joint care, and life-stage or breed-specific diets.
These categories require more explanation than a generic bag of kibble did a decade ago, which is exactly where independent pet retailers can help.
That instinct is backed by real data here, and real frustration. But the fix rarely needs a full overhaul, and it looks different for every store.
For some, it's doubling down on a niche that's already working, or acting on the real-food shift covered earlier. For others, it's cutting services that don't earn their keep, or finding a better way to bring lapsed regulars back before chasing new ones.
Testing any of it doesn’t have to be complicated. Pick one metric to track (e.g. transactions per month, repeat-visit rate, time between visits), note where it stands, then check again after a full sales cycle instead of a single slow week.
No algorithm or subscription box replicates the care behind these numbers. That first trip, and every one after it, is still worth earning.
Nearly every fix in this report needs the same thing underneath it: a pet’s history and a customer’s purchases living alongside the store’s actual inventory, instead of split between a paper notebook and disconnected apps.
That's exactly the gap eTailPet closes, and it’s already helped over 500 independent pet retailers facing those same roadblocks.
Here are a few of the features that make eTailPet stand out:
The expertise and relationships covered throughout this report are what actually keep customers coming back. eTailPet keeps all of it working together, so that same level of care reaches every customer, at every visit, no matter who’s behind the register.
