Zappos Seeks Customer Engagement Through Pawlidayz Initiative

Online retailer, which last month unveiled its first-ever loyalty program, Zappos Rewards, will for the second consecutive year work with Best Friends Animal Society to sponsor pet adoptions and promote brand loyalty this holiday season.

Beginning on Black Friday and continuing through Cyber Monday, customers will have the opportunity to adopt a dog or cat through the Pawlidayz initiative. The company has pledged to donate a total of $1.25 million to Best Friends Animal Society.

Every day across the United States, 9,000 animals are euthanized simply because they don’t have a place to call home. It is Zappos’ and Best Friends’ collective goal to see 9,000 dogs and cats adopted between Friday, Nov. 25 and Monday, Nov. 28.

During one of the busiest shopping times of the year, Zappos hopes customers will spread holiday cheer and take the time to make a difference in the life of an animal by providing a dog or cat with a forever home. More than 115 shelters, rescues, and humane organizations across the U.S. will participate in the initiative.

To adopt an animal this holiday season or learn more about the campaign, please visit

“Our team was excited to see how engaged customers were throughout last year’s Home for the Pawlidayz initiative,” Kristin Richmer, senior brand marketing manager for Zappos, told Loyalty360. “This year, we have set a goal of 9,000 pet adoptions between Black Friday and Cyber Monday and are excited to see customers help us achieve our goal. We’re aiming to bring attention to Best Friends Animal Society work and the thousands of cats and dogs in need of loving homes.”

For Zappos, it was an easy decision to get involved with the Pawlidayz initiative again this year.

“We were overwhelmed with positive feedback following last year’s Pawlidayz initiative,” Richmer added. “We were thrilled to see the number of customers and employees alike who took in cats and dogs of all sizes and ages. We knew we wanted to work with Best Friends Animal Society for a second year to spread additional holiday cheer this holiday weekend. A number of Zappos employees have adopted cats and dogs over the years and are passionate about raising awareness for pets in need. It’s a very personal initiative and we hope to encourage our loyal customers to welcome a new dog or cat into their lives this holiday season.” 

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