Dive Brief:
- Michaels and PetSmart have partnered to offer discounts to one another’s customers, according to an announcement shared with Retail Dive.
- As part of the collaboration, Michaels’ email subscribers in the U.S. received 20% off their purchases from PetSmart’s Merry & Bright Collections through Sunday.
- PetSmart Treats members can receive 70% off plus an additional 10% discount on their custom framing collections until Wednesday, the two companies said.
Dive Insight:
PetSmart has offered other promotions for pet parents during the holiday shopping season. In November, the company introduced its holiday shop featuring various toys, apparel and services for pets. Earlier this month, the retailer announced its Paws & Claus event from Dec. 16 to Dec. 17, during which customers can get pets photographed with Santa Claus.
“This holiday season, the two brands are coming together for a unique collaborative promotion to celebrate the extra-special bond we have with pets,” the companies said in a statement. “This innovative, cross-promotional campaign isn’t just about offering great deals — it’s about making holiday shopping easier and more engaging. While supporting one another’s businesses through this promotion, Michaels and PetSmart are also celebrating the essence of both creativity and care.”
This past summer, PetSmart attracted a new investor: Apollo Global Management. The firm announced in July that it bought a minority stake in PetSmart for an undisclosed sum, a move it made due to PetSmart’s “continued growth opportunity.”
Before teaming up with PetSmart, Michaels created a hub for third-party merchants and revamped its branding. In February, the crafts retailer introduced a marketplace for third-party sellers with product categories ranging from soap-making and journaling to candles and yarn. The retailer later celebrated its 50th anniversary with three new ad spots, a new tagline and an updated logo.
