Petco Launches Holiday Campaign for Pets Who Prefer Mischief to Manners

Petco is leaning into the relatable mayhem of pet ownership, rolling out a holiday collection that balances quirkiness with practicality. With roughly 70% of new seasonal items priced at $10 or less, the retailer aims to capture the growing trend of pets being treated as full-fledged family members. Michael Romanko, Petco’s Chief Customer and Product Officer, noted that the campaign is designed to embrace the authentic, often messy reality of living with animals during the busiest time of the year.

The initiative goes beyond retail, focusing on in-store experiences that include free Santa photo sessions and "Petsgiving" culinary events. These gatherings offer pet parents a chance to sample fresh-frozen nutrition and learn how to create safe, vet-approved holiday meals. The store is also introducing exclusive collaborations, such as a cookbook by chef Ronnie Woo, designed to provide human-grade recipes that can be adapted for canine diets.

To manage the seasonal stress, Petco is promoting a suite of grooming and training services, including "Naughty-to-Nice" spa packages and private lessons aimed at curbing counter-surfing and improving door manners. These efforts are supported by a broader industry shift, with U.S. pet spending projected to hit $173 billion by 2027. By integrating charitable contributions through Petco Love into the shopping experience, the brand is attempting to turn holiday spending into a support system for shelter animals.