Petco prices 70% of new holiday items at $10 or less
Petco launched its "Never Naughty, Always Nice" holiday campaign on October 13th, 2026 and said 70% of its hundreds of new holiday items are priced at $10 or less. The campaign adds free food sampling at select stores on November 21st and 22nd, plus store exclusives.
Petco launched its 2026 holiday campaign, "Never Naughty, Always Nice," on October 13th, 2026, and said 70% of its hundreds of new holiday items are priced at $10 or less. The retailer is pairing that price line with free food sampling at select stores on November 21st and 22nd, a Lambchop advent calendar and a celebrity-chef cookbook sold only at Petco.
The 70% is company-reported. Seasonal cookies and candy cane treats run $3 to $9, and matching pet and owner pajamas sit just above the line at $12.
Petco is selling the holiday on small tickets
Most of the promotions push the same way. Petco promised buy-one-get-one-free deals on holiday products across Black Friday and Cyber Week, plus weekly "Nice List" promotions on toys, apparel, accessories and treats from November 21st through December 25th.
New Petco Perks Premier members get $10 in Petco Cash for signing up a dog or cat and $5 for a small companion animal. Photos with Santa return to select stores on December 12th.
The exclusives give shoppers a reason to pick Petco over a mass retailer:
- A Petco-exclusive Lambchop Advent Calendar with 12 mini plushies, launching in November.
- Chef Ronnie Woo's cookbook "Better for You, Better for Your Dog," launching exclusively at Petco in mid-November.
- A Disney Mickey Mouse and Minnie grooming package, also launching in November.
Sampling puts fresh and freeze-dried food in front of shoppers
For brands, the most useful detail is the sampling. On November 21st and 22nd, which Petco calls Petsgiving, select stores will serve fresh-frozen food, freeze-dried raw bites and meal toppers from brands including Hill's, Ollie and Badlands Ranch, with recipe cards for building a holiday bowl at home.
That is a lot of shelf attention for premium formats in the busiest weeks of the year. It follows Petco's push to reset its wellness shelf with newer brands earlier this year.
Giving runs through Petco Love, the nonprofit Petco founded in 1999. Shoppers can add a $3 or $5 gift at checkout to help feed adoptable pets, and Petco Love's plush blind boxes of real shelter pets are pitched as stocking stuffers.
A flat sales year makes the holiday count
Petco reported second-quarter net sales of $1.489B, flat year over year, with comparable sales up 0.6%. It reaffirmed full-year guidance of net sales flat to up 1.5% and guided third-quarter net sales growth to 0.4% to 1.0%.
So the fourth quarter has to carry the year. A holiday built on $10 items and free in-store events is a bet on foot traffic. The third-quarter report will show whether comps held going in.
Source: Petco via PR Newswire
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