A new national awareness week from 15 to 21 November 2026 invites independent pet brands to share their stories, their real costs and their local communities in the week before Black Friday.
I created the week in response to the growing pressure small businesses face each November to slash prices and compete with retailers many times their size. Rather than discounting, I am inviting independent pet brands to spend the week showing customers who they are, how they work and what goes into every product and service.
Every year in the run-up to Black Friday, I watch small pet brands feel the pressure to slash their prices, shout louder and somehow keep up with businesses ten times their size. This year I decided that enough was enough. I’m not against a good sale, far from it, but for a lot of small brands this pressure to discount simply isn’t sustainable. Their prices reflect real people, real materials and real hours. I’ve watched friends who have had to close their pet businesses, and many more I see struggling daily.
- Sunday, Meet the founder: the people and stories behind the brands.
- Monday, A day in the life: behind the scenes of running a small business.
- Tuesday, The cost of: brands are invited to share the real cost of what they make or do, from materials and time to training and insurance.
- Wednesday, Shout-out day: brands championing each other.
- Thursday, Better than a sale: alternatives to discounting, such as gift bundles, donations to local rescues and creative ways to clear old stock.
- Friday, Do one thing: dog owners are asked to share an independent pet brand they love.
- Saturday, Meet the maker: local pop-ups and coffee mornings in dog-friendly cafes and pubs.
