Blogging About Critters Since 2007

Sunday, October 21, 2007

Pets and the Billions We Spend on Them

The newest trend? Selling pet products through direct marketing. I suppose it's no surprise that we spend a lot of money on our pets.

One of the hottest new concepts in Critterland is the home pet party, a gathering of animals and the people who are willing to open their wallets for them. The events are ringing up revenues for companies like Shure Pets, based in Chicago, and, Andersen hopes, for individual sellers like herself.

"The pet economy is on fire," says Andrew Shure, president and founder of Shure Pets.

"Our society is more affluent, people are marrying later and maybe not having kids, and they tend to treat their pets like their children," says Shure, whose mixed-breed dog, Caillou, comes to work with him most days. "We want to pamper them."

Shure launched his company in 2003 and has seen revenues increase every year, he said. Shure Pets has 1,600 "independent pet consultants" throughout the country, in all 50 states. "We're growing, though we're still a tiny company," he says.

On average, parties ring up about $400 in sales, says Shure, and consultants such as Andersen earn 25% commission. Party hosts earn credits toward merchandise.

Photo by Andrew F. Johnson

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