The Make Mine Chocolate!
Rabbit Sale Easter Amnesty

 
The Sad Fact ...

In the weeks and months after Easter, already overcrowded rescue shelters are inundated with calls from owners wishing to offload their rabbit because the child has lost interest, and the reality of cleaning, feeding and expensive vet trips is too much.

Those that don’t make it to rescue are doomed to a life of solitary confinement in a small hutch at the end of the garden, or even dumped and left to fend for themselves - usually ending in tragedy.

The impulse buying of rabbits during the Easter period has long been reported by rescues; they have to pick up the pieces in the weeks and months afterwards.

A UK-wide survey carried out by Make Mine Chocolate! during 2009-10 confirms that a large number of owners do not consider the long term commitment before getting their rabbit; in the region of 60% of rabbits entering rescue do so within the first year of ownership. Of these, 40% have been owned for less than 6 months.

Sadly the impulse issue is not limited to Easter. Christmas, Valentines Day, films and other media/calendar events (including the Chinese New Year of the rabbit in 2011) are also likely to increase the impulse purchase problem.

So Why An Easter Amnesty?

In its' simplest form, the Amnesty simply prevents people from buy a rabbit on impulse just because it looks cute, cuddly and fluffy.

But the Amnesty also works to raise awareness of rabbit welfare issues. It is also an ideal opportunity for retailers to openly demonstrate how they take their animal care responsibilities seriously - and are both able and willing to put animal welfare before commercial profit.

Some shops look at the Amnesty as an ideal opportunity to forge relationships with their local rabbit rescue via in-store leaflets, displays or direct involvement by way of a manned rescue stand giving out care advice, demonstrations or carrying out fun activities.

The Amnesty is also a great way of engaging customers, forging long term relationships with customers and the local community through positive action.

..And What's In It For The Retailer?

On the face of it, it does appear we are asking shops to give up a small amount of income during Easter.

However, we believe that by supporting the Amnesty, the retailer can gain some important credibility with its customers, receive some free and very positive PR (see below), and benefit in the longer term for being known as a retailer who is willing to put rabbit welfare before profit.

The Amnesty stops the impulse purchase. From the retailers perspective, a short term customer who gives the rabbit up after a few weeks or months is only a very small short term financial benefit. A customer who is clearly committed to the long term care of their rabbit can be a great customer for 10 years or more!

And if during the Amnesty the retailer can determine a rabbit is not right for the customer, the retailer then has an ideal opportunity to explore the customers situation and find the right pet for them.

A customer guided by the knowledgable retailer who is focused on selling what is right for the customer is generally a satisfied customer for life! Make Mine Chocolate firmly believes that participation in the Make Mine Chocolate Easter Amnesty is simply good business sense!

So How Does The Amnesty Work?

During the Amnesty, each participating outlet commits not to sell rabbits during the Amnesty period (this is usually the two weeks at Easter). Make Mine Chocolate! will provide a store poster to promote the shops participation in the Amnesty and provide leaflets and care information both for staff and customers. These will all be provided free of charge.

Make Mine Chocolate will also send a press release to the stores local paper to promote the shops participation in the Amnesty. A list of participating shops will also be featured on this website.

I Run A Retail Outlet. How Do We Participate In The Make Mine Chocolate! Amnesty?

Simply complete the form below and we'll get in touch - thank you so much for your support!

Required * Your Name  * Company Name  * Telephone Number Your Address  * e-Mail Address Enquiry     Sorry - you have not entered the right letters - please try again!