Morrisons uses its Christmas pet launch to reset the whole pet aisle

Morrisons has paired its Christmas pet range with a wider reset of its whole pet category. For a grocer, that matters more than any one novelty treat. Seasonal gifting brings shoppers into an aisle they usually visit on autopilot. What they find there could shape where they buy food and litter long after the advent calendars have gone. In a release dated 22 October 2026, Morrisons said that the range is "available in-store and online now", with prices "Starting from just £1.50". Products named in the release include a Festive 'Oh Deer!' Dog Knitted Jumper at £5, Luxury Christmas Advent Calendars for dogs and for cats at £5 each, Pawesome Mini Pigs in Blankets Dog Treats at £3 and a Merry Purrmas Cat Treat Tin at £2.50.

The bigger change is year-round

The 90 new products are not only for Christmas. Morrisons said the festive launch "comes alongside major upgrades to Morrisons entire pet range, including 90 new products" and "the arrival of leading brands such as Boost and Thrive." It also said work had been done "to introduce clearer in-aisle navigation and signage". That is the more useful signal for retail leaders. Bringing in branded lines and making the aisle easier to shop are changes that last beyond the season. Christmas gives Morrisons a launch window and a reason for customers to notice them. The retailer is also using its loyalty scheme. Morrisons said: "Customers can save £2 when they spend £20 on any pet products with the More Card, between 26th October and 1st November." It is also offering 20,000 More Points for each Lifetime Morrisons Pet Insurance policy taken out with a valid More Card. Together these tie the category reset to loyalty data and to a financial services product.

What the evidence does and does not show

Morrisons framed demand in emotional terms. Andy Whiteman, Product Developer at Morrisons, said: "Christmas is all about treating the ones we love, and pets are family too." The release refers to "81% of owners buying their dog a present", but it does not say who carried out that research, when, or with how many people. It should be read as Morrisons' own claim, not as a measured market figure. The release also calls this its "most exciting Christmas pet range to date". That is a marketing description, not a measure of size, and Morrisons gives no comparison with previous years' ranges. The strongest test is still to come. Low price points and festive novelty can win a basket in December without changing habits. The questions that would show value are whether pet spend per More Card customer holds up in the new year, and whether the new brands and signage take share in everyday food and treats. Morrisons has published no figures on either.