By Bianca Kapteyn
Red-Flag season is here. Scammers are out in full force, eager to separate consumers from their hard-earned money—especially when emotions run high and shoppers are searching for that “perfect” gift for family, or for themselves. When that gift is a companion animal, the stakes are even higher.
If a deal looks too good to be true, it usually is.
Pet industry veteran Sandy Moore, CEO of the Pet Advocacy Network, shares practical advice to help families avoid holiday pet scams.
“Pets provide companionship, loyalty, and emotional support to millions of families, but sadly, scammers are increasingly exploiting that bond — especially during the holidays. Families should be cautious of online sellers who lack transparency, refuse to show where animals come from, or pressure buyers into quick decisions. Taking the time to visit reputable sources, ask questions, and see a pet in person is one of the most crucial steps families can take to protect themselves and their future pets.”
— Sandy Moore, CEO, Pet Advocacy Network
Practical Tips to Avoid Holiday Pet Scams (from PAN’s PSA):
- Be cautious of online sellers who won’t let you see their facility or meet the pet in person.
• Avoid sellers who insist on meeting in parking lots or off-site locations.
• Watch for “too good to be true” listings and anyone pressuring you to act fast.
• Choose reputable sources—local pet stores, trustworthy breeders, or shelters—where you can see the pet’s environment and ask questions.
• Do your homework before bringing a new pet home to make sure it’s healthy and the right match for your family.
Why Pet Scams Are Increasing
The rise in pet-related scams is closely tied to changes in how companion animals are bought and sold. Increasing restrictions on the retail sale of dogs and cats have created a shifting landscape that can inadvertently push consumers toward less regulated online sources where scammers thrive.
While brick-and-mortar pet stores still exist and commonly sell smaller companion animals such as fish, birds, reptiles, and small mammals, the retail sale of dogs and cats is increasingly restricted or banned in many Canadian cities, including Toronto, Vancouver, Montreal, and across British Columbia. These bylaws generally prohibit the sale of from commercial breeders.
In the United States, similar legislation has been enacted in states such as California, Maryland, Illinois, and New York. These measures were largely introduced in response to longstanding concerns about puppy & kitten mills – large scale commercial breeding operations that prioritize profit over welfare.
In states and jurisdictions without such bans, pet stores may still sell commercially sourced puppies and kittens. Animal welfare organizations argue that these stores remain a primary retail outlet for mill-bred animals, perpetuating systems that often lack transparency, proper socialization, and adequate health standards.
What’s trending in both countries is a strong shift toward adoption. In Canada, where pet stores are permitted to partner with shelters and rescues, many now offer dogs and cats exclusively through adoption programs. PetSmart, for example, supports animal shelters through its nonprofit arm, PetSmart Charities. Pet Valu similarly supports national adoption initiatives, partnering with local and regional rescue organizations. These models allow brick-and-mortar stores to remain part of the companion animal ecosystem while supporting humane sourcing.
Whether you adopt or purchase, knowledge is power. Understanding the ethical difference between a commercial breeder and a responsible breeder is critical. From my own experience, responsible breeders do not sell through retail outlets or online to unvetted buyers.
Years ago, I was gifted a treasured Ballymena— a Soft-Coated Wheaten Terrier. We travelled hundreds of kilometres to Zurich, Ontario, to bring home the newest member of our family. The breeder, Fran Tilbot, was well known in the community for her top-ranking, award-winning dogs. Otis was raised in a home environment, and I met his parents and littermates in person. I was also screened and vetted to ensure Otis was going to a suitable home. Living with him enriched our family life, as much as we enriched his.
A legitimate breeder will require in-person visits, provide thorough health documentation, and often share results from breed-specific genetic screenings conducted on both parents. Most responsible breeders also offer a written health guarantee, typically covering specific hereditary conditions for a defined period.
A little patience, research, and transparency can make all the difference – for the holidays.
