Have you ever considered doing something special around an awareness day to grow your pet business?

From pitching to the press to running events and sales on relevant products, there is so much more to awareness days than a simple social media post.

Used in the right way, they can help you connect with your audience, build relationships, and grow your business in creative ways.

And help you make sales. Niki French, creator of Don’t Walk Your Dog Day, made thousands of sales of her book, Stop Walking Your Dog, after going viral in the press.

There are so many ways you can use the days too, and in this post, I’m sharing 10 ideas for you to use awareness days that go beyond just posting online.

I’ll also introduce you to my Pet Business Content Planner and Companion – packed with ideas and space to plan your content – and the Pets Get Visible Membership, which provides coaching and support to help you stay consistent and confident.

Listen to the podcast episode on the player link below.

1. Delight your customers with surprise gifts

Awareness days are a brilliant opportunity to surprise and delight your customers with thoughtful, themed gifts. Small touches like this create memorable experiences and make your customers feel valued. And they’re likely to tell their friends about it too.

• Example: For Afternoon Tea Week (starting 15th August 2025), a pet-friendly holiday cottage could include a special afternoon tea-themed welcome pack for guests. Guests arriving to find loose-leaf tea, scones, and biscuits waiting is the kind of thoughtful surprise that leaves a lasting impression!

Planner tip: The planner includes space to jot down awareness days like this and brainstorm ideas to tie them into your customer experience.

2. Bring your community together

Rather than just posting about an awareness day, why not create something your community can get involved in?

• Example: On Dogs in Yellow Day (20th March), Sarah Jones of My Anxious Dog could organise a “What if everyone knew?” This is an opportunity to promote her awareness packs which have posters, stickers, flyers and more for anxious dog owners to share in their community so other dog owners know that a dog in yellow needs space.

Membership perk: In the Pets Get Visible Membership, you can get help planning and promoting events like this in the monthly coaching calls or workshops.

3. Partner with local businesses for cross-promotion

Collaborating with local businesses is a fantastic way to use awareness days to expand your reach. By teaming up, you’re tapping into each other’s networks and strengthening your community connections.

• Example: For National Pie Day (23rd January), a pet bakery could partner with a human bakery to offer dog-friendly pies alongside human ones. Customers could pop in for a pie and leave with something special for their dog too – a fun, shareable idea that could also bring in new customers.

Planner tip: Use the planner’s monthly content prompts to map out potential collaborations and plan your outreach.

4. Share a personal story sparked by the awareness day

Awareness days are great storytelling prompts. Instead of just mentioning the day, use it as inspiration to share a personal experience that ties in with the theme. This builds trust and creates a deeper connection with your audience.

• Example: For Poinsettia Day (12th December), Faye Kenny-Brown, a dog photographer at A Northern Heart, could share the story of when her dogs needed an emergency trip to the vets after eating bread and butter pudding. This heartfelt story serves as a timely reminder about holiday hazards for pets – and it’s much more engaging than a generic post.

Membership perk: Get feedback on your story in a co-working session or use the storytelling resources in the membership to craft a post that resonates.

5. Offer exclusive discounts and VIP experiences

Awareness days are the perfect excuse to reward your loyal customers with something special. Offering discounts or VIP experiences tied to an awareness day can make your customers feel valued—and encourage them to buy.

• Example: On Put Your Dog on a Lead Day (14th July), Zoe Willingham could offer a special discount on lead training sessions or products to her email subscribers. She could partner with a lead or harness company to offer exclusive deals.

Planner tip: Use the planner to set goals and plan how you’ll tie your offers to awareness days.

6. Provide valuable educational content

Awareness days are an opportunity to share helpful, practical resources that showcase your expertise while giving your audience something valuable.

• Example: For Pet Travel Safety Day (1st July), Claire Harris from Pets2Places could create a guide on safe pet travel. This could include tips on hydration, securing pets in cars, and planning rest stops – perfect for summer holidays.

Membership perk: The membership library includes resources like press release templates and pitching guides if you want to share your educational content with local media.

7. Share the “why” behind the awareness day

Every awareness day has a story. Sharing your connection to it can help your audience understand its importance and connect with your message.

• Example: On National Dog Photography Day (26th July), Kerry Jordan from Fur and Fables could talk about why she started the day. She might share her passion for capturing the bond between dogs and their owners – and how this inspired her to create a day to celebrate pet photography.

Planner tip: Reflective prompts in the planner can help you explore your connection to key awareness days.

8. Host an in-person or virtual event

Awareness days are a great theme for events. Whether it’s an online contest or an in-person gathering, events can build your community and showcase your expertise.

• Example: For Twin with Your Dog Day (1st December), Kim O’Donnell from Leo, Charley and Me could host a virtual contest where dog owners share their best twinning outfits. Prizes for creativity would make it even more fun!

Membership perk: Use the coaching calls to brainstorm event ideas and plan your promotions.

9. Launch a limited-edition product or service

Awareness days can create excitement and urgency for a product or service launch. By tying it to a specific day, you give your audience a reason to act quickly.

• Example: For Don’t Walk Your Dog Day (2nd April), Niki French from Pup Talk could launch a special bundle of her book and enrichment toys to promote alternatives to walking.

Planner tip: Use the weekly and monthly layouts to plan and organise your launches.

10. Make a surprise donation linked to the day

Awareness days can be an opportunity to give back. Supporting a cause linked to the day shows your values and helps you connect with your audience on a deeper level.

• Example: On National Rescue Dog Day (20th May), donate a portion of your sales to a local rescue organisation and share the stories of dogs they’ve helped.

Membership perk: Use the Press Release and pitching templates in the membership to pitch your donation story to local media.

How the planner and membership can help you

The Pet Business Content Planner and Companion is packed with ideas and prompts to help you plan your content and visibility efforts.

You can get a copy for just £30 plus postage here: https://rachelspencer.co.uk/product/pet-business-content-planner/

Combine it with the Pets Get Visible Membership for coaching, resources, and support to put these ideas into action and grow your business.

This costs £30 a month and you can get the membership and planner together here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

Further reading and listening

Is my Pets Get Visible membership right for you?

How Niki French went viral on Don’t Walk Your Dog Day

In the spotlight with Sarah Jones from My Anxious Dog

How to harness the power of community to grow your business with Sandra Emmons

Kerry Jordan on the impact of National Dog Photography Day on her business

How Kim O’Donnell from Leo Charley and Me turned her hobby into a global business

How to create a social media calendar for your pet business

How to write a press release for your pet business