Hardware Store Cats Aren't Just Cute. A Professor Explains Their Business Appeal.
Hardware stores are increasingly using cats to attract customers and boost sales. A Wharton professor explains the business rationale behind this trend and its impact on shopper engagement.
Hardware stores across the United States are leveraging cats as a strategy to increase foot traffic and drive sales. Previously seen primarily as pest control, cats have now adopted a new role in these retail environments, according to The Wall Street Journal.
One notable example is Shoppers True Value in South Portland, Maine, where a cat named Daniel, often seen wearing a bowtie, gained significant online attention. Store manager Lauren Springer reported that customers travel from afar specifically to see the animals. Videos featuring Daniel have garnered substantial views and engagement on platforms like TikTok and Instagram.
Springer indicated that a key objective is attracting a younger demographic, and this approach appears to be effective, as evidenced by sales figures. The store also features another cat, Bigfoot.
Similar initiatives are underway elsewhere. At Country Ace Hardware in Granby, Colorado, owner Amy Kaplanis stated that her cats have fostered a sense of community within the store that would otherwise be absent. The presence of these animals enhances the customer experience and may influence purchasing decisions.