Petco Is Back in Black for Prime Day

Petco this year scheduled its annual "Black Friday in July" e-commerce sale to coincide with Amazon's Prime Day.

“Amazon Prime Day is encouraging so many people to go online with their wallets open," Petco executive vice president, strategic innovation & digital experience Brock Weatherup told P2PI. "We might as well take advantage of their hard work.”

Shoppers who spent $75 on petco.com from July 16-17 received a $15 e-gift card and free shipping. Email blasts, a home page carousel ad, and Facebook and Twitter updates promoted the incentive.

The sale slashed prices up to 75% on brands including private label WholeHearted, Nestle-Purina's Zuke's and Merrick Pet Care's flagship. The retailer also encouraged trial of some of its specialized e-commerce capabilities by offering shoppers 65% off their first PupBox subscription or 20% off their first repeat delivery order. Carousel ads promoted both deals.