The pet industry is a $45 billion retail industry. Consumers, especially women, love to spoil their pets whether it’s on grooming services or supplies- we’re always looking for the next way to show our furry friends we love them.
According to the 2009/2010 National Pet Owners Survey, 62% of U.S. households own a pet, which equates to 71.4 million homes. The APPA shares, “growth in total pet spending has grown at a pace equal to or greater than most other retail segments and in many cases people will cut back in other areas sooner than cutting back on their pets.”
YPA data indicates that the months of July and August garner the highest frequency of pet searches with “Pet Grooming” seeing the most traction in July and “Pet Supplies & Foods” making its mark in August.
The goods are in the yellow.
The ROI on advertising in these headings is lucrative. Display ads in the “Pet Supplies & Foods” heading generate $18 in revenue for every $1 invested on Yellow Pages advertising. Ads in the “Pet Grooming” heading generate $2 for every $1 invested.
Some interesting findings on who is searching pet headings:
- Sees 58 million references per year, making it the 35th most frequently referenced heading
- The most usage comes from 50-to-64 year-old women with incomes above $60,000
- 86% of headings users are looking for a local groomer as opposed to a national chain
- 41% of heading users end up choosing a groomer who they have previously never done business with
“Pet Supplies & Foods”
- Sees about 23 million references per year
- The most coming from 35-to-49 year-old women who have lived at their current address less than three years
- 43% of all searches are for various pet accessories, such as leashes, harnesses, clothing, aquariums, and cat towers
- The consumers searching this heading for pet food (22%) are usually looking for specialty dog food, such as biscuits or bones with no meat byproducts