International Dog Day (August 26) is one of the biggest opportunities on the pet business calendar. With millions of dog owners celebrating their furry friends, it’s the perfect time to boost visibility, attract new customers, and reward loyal ones.
This guide covers proven marketing strategies for dog daycares, boarding facilities, groomers, and other pet businesses looking to make the most of this celebration.
When Is International Dog Day?
International Dog Day falls on August 26th every year. It was founded in 2004 to celebrate all dogs—purebred and mixed breed alike—and to raise awareness about dog adoption.
The day has grown into a major social media event, with hashtags like #InternationalDogDay and #NationalDogDay generating millions of posts. For pet businesses, this built-in attention makes it an ideal time to run promotions.
Marketing Ideas for Dog Daycares and Boarding Facilities
1. Free Day of Daycare Giveaway
Run a social media contest where one lucky winner gets a free day of daycare. Entry requirements could include:
- Following your account
- Sharing a photo of their dog with a specific hashtag
- Tagging friends who are dog owners
This drives engagement while expanding your reach to potential new customers.
2. Discounted First Visit
Offer new customers 50% off their first daycare visit if they book during Dog Day week. This lowers the barrier for trial visits and can convert into regular customers.
3. Photo Contest
Host a “Dog Day Photo Contest” where clients submit photos of their dogs at your facility. Winners could receive:
- A month of free daycare
- A gift basket with treats and toys
- Credit toward boarding services
Display entries in your facility and on social media to showcase your happy clients.
4. Loyalty Rewards Bonus
Double loyalty points or stamps for all visits during Dog Day week. If you use dog daycare software with built-in loyalty tracking, this is easy to implement and rewards your best customers.
5. “Bring a Friend” Promotion
Existing customers who refer a new client during Dog Day week receive a free day of daycare for their own pup. The referred friend gets a discounted trial.
Marketing Ideas for Groomers
1. Dog Day Spa Package
Create a special “Dog Day Spa Package” that includes premium services:
- Full groom with premium shampoo
- Nail trim with paw moisturizer
- Bandana or bow
- Photo session
- Small treat bag
Price it as a special value package available only during Dog Day week.
2. Before/After Photo Campaign
Encourage clients to share before/after grooming photos using your branded hashtag. Feature the best transformations on your social media and consider a prize for the most dramatic makeover.
3. Express Services
Offer quick “Dog Day Touch-Up” services at a lower price point—nail trim, ear cleaning, and brush-out. This attracts customers who might not book a full groom but want to pamper their pet on the special day.
4. First-Time Grooming Discount
New customers booking their first grooming appointment during Dog Day week get 20% off. Include a branded bandana as a gift to encourage social sharing.
Social Media Campaign Ideas
Plan Your Content Calendar
Start posting about International Dog Day at least a week in advance:
Week Before:
- Countdown posts (“7 days until International Dog Day!”)
- Teasers about upcoming promotions
- User-generated content requests
Day Of:
- Morning: Festive post celebrating all dogs
- Midday: Behind-the-scenes content from your facility
- Afternoon: Promotion reminders with urgency
- Evening: Compilation of day’s celebrations
Week After:
- Thank you posts with photos from events
- Announcing contest winners
- Early-bird promotions for next year
Hashtag Strategy
Use a mix of popular and branded hashtags:
Popular hashtags:
- #InternationalDogDay
- #NationalDogDay
- #DogDay
- #DogsofInstagram
- #DogLover
Branded hashtags:
- #YourBusinessNameDogDay
- #YourBusinessNamePups
Content Types That Perform Well
- Staff and dogs photos - Humanise your brand
- Client dog spotlights - Tag owners for shares
- Funny dog videos - High engagement potential
- Educational content - Tips for celebrating safely
- User-generated reposts - Builds community
Email Marketing Campaigns
Pre-Event Email (1-2 Weeks Before)
Subject line ideas:
- “Mark Your Calendar: International Dog Day Specials Coming!”
- “[Name], we’re planning something special for Dog Day”
- “Your dog deserves a celebration”
Content:
- Announce your Dog Day promotions
- Create urgency with limited availability
- Include booking links
Day-Of Email
Subject line ideas:
- “Happy International Dog Day from [Business Name]!”
- “Today only: Dog Day specials”
- “Celebrate your pup with us today”
Content:
- Final reminder of promotions
- Share photos from early celebrations
- Last-chance booking links
Follow-Up Email (Day After)
Subject line ideas:
- “Thanks for celebrating Dog Day with us!”
- “Missed Dog Day? We have good news…”
- “Dog Day highlights + a special offer”
Content:
- Thank customers for participating
- Share photos from the day
- Extend a promotion for those who missed out
Community Event Ideas
Dog Day Open House
Host a facility open house where potential customers can tour, meet staff, and let their dogs try out your playgroups. Include:
- Facility tours
- Staff introductions
- Playgroup demonstrations
- Special sign-up offers
- Light refreshments for humans and treats for dogs
Charity Partnership
Partner with a local rescue or shelter to raise awareness and donations:
- Donate a percentage of Dog Day bookings
- Host an adoption event at your facility
- Collect supplies for the shelter
- Feature adoptable dogs on your social media
This builds goodwill and attracts socially conscious customers.
Dog Day Party
For daycares with outdoor space, host a Dog Day party:
- Dog-friendly games (bobbing for tennis balls, obstacle courses)
- Photo booth with props
- Puppuccino bar
- Prize drawings
- Invite current and prospective clients
Measuring Your Dog Day Marketing Success
Track these metrics to evaluate your campaigns:
Social Media Metrics
- Follower growth during campaign period
- Engagement rate on Dog Day posts vs. average
- Reach and impressions
- Hashtag usage
- User-generated content volume
Business Metrics
- New customer sign-ups
- Booking volume vs. same period last year
- Revenue from Dog Day promotions
- Referral sources for new customers
- Email open and click rates
Long-Term Impact
- Customer retention from Dog Day new sign-ups
- Social media followers gained and retained
- Brand awareness (measure through surveys or mentions)
Planning Timeline
6-8 Weeks Before
- Decide on promotions and events
- Book any vendors or partners
- Create promotional graphics
- Plan social media content calendar
4 Weeks Before
- Launch early-bird promotions
- Begin social media teaser content
- Send first email announcement
- Update website with Dog Day landing page
2 Weeks Before
- Ramp up social media posting
- Send second email with full details
- Finalize event logistics
- Train staff on promotions
Week Of
- Daily social media posts
- Monitor and respond to engagement
- Execute events
- Document everything for content
Week After
- Thank customers and participants
- Announce winners
- Compile metrics and learnings
- Start planning for next year
Budget-Friendly Ideas
Not every promotion needs a big budget:
Free or low-cost ideas:
- Social media contests (only cost is prize)
- Email campaigns (using existing tools)
- User-generated content campaigns
- Partnership posts with local businesses
- Staff-created educational content
Medium investment:
- Branded bandanas or treats for giveaways
- Photo booth setup
- Local social media advertising
- Small event refreshments
Higher investment:
- Professional photographer for the day
- Large-scale community event
- Significant discounts on services
- Influencer partnerships
Common Mistakes to Avoid
- Starting too late - Begin planning at least 6 weeks out
- Ignoring email - Your existing customer list is your most valuable asset
- Forgetting the call-to-action - Every post should drive toward booking
- Over-discounting - Don’t devalue your services; focus on added value
- Not documenting - Capture content for future marketing use
- Ignoring safety - Any event should prioritise pet safety
Ready to Make Dog Day Count?
The key to Dog Day success is preparation. With the right promotions, content, and systems in place, you can turn this celebration into a significant boost for your business.
Need help managing the increased bookings? PetCare.Software handles online reservations, automated reminders, and customer communication—so you can focus on the fun stuff.
Start your free trial and get ready for your best International Dog Day yet.
