Gen Z and Millennials have pushed having children until later in life than older gens did: 52% of 30-39-year-olds have kids, but only 21% of 20-29-year-olds do. But that doesn’t mean there’s no young parents to market to—they just have fur babies instead! While your brand might not be getting baby buys from 20-somethings today, 61% of 20-29-year-olds and 63% of 30-39-year-olds are pet parents. And that means just as much as a real kid to some of them; YPulse’s Holiday Shopping Plans report shows that 21% of 18-24-year-olds and 24% of 25-39-year-olds who plan to holiday shop say they’ll be buying gifts for their pets. So, now is exactly the time for brands to step up their pet marketing. But having a regular old pet section or even seasonal line isn’t enough for some brands. Instead, they’re making a bid for pet parents by getting creative with their marketing and working with pet celebs. Whether it’s mass merch or a luxury label, brands can center products on young...
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