Petsense runs a Veterans Day checkout round-up for K9s for Warriors through November 11

Petsense by Tractor Supply is running a point-of-sale round-up campaign through Veterans Day, November 11, asking customers to donate spare change at checkout to K9s for Warriors, a nonprofit that trains service dogs for veterans suffering from PTSD and related combat trauma.

The 2025 results and what they funded

More than 157,000 Petsense customers rounded up an average of 81 cents at checkout in 2025, collectively raising more than $130,000 to support the training and pairing of two service dogs. One dog funded by the campaign is Nash, a Labradoodle who began his formal instruction this summer at the nonprofit's headquarters in Ponte Vedra, Florida. Nash's curriculum includes techniques to comfort and ground his future handler, such as placing his front paws across the veteran's lap to deliver deep pressure therapy that reduces distress. The organization expects Nash to complete his program and meet his assigned veteran in fall 2026.

"Our customers have a way of showing up for their neighbors, and rounding up at the register is one of the simplest ways they can make a difference," said Shawn Blankenship, vice president of Petsense by Tractor Supply, in the announcement.

The round-up requires no minimum purchase and is accepted at every Petsense by Tractor Supply store.

The parent company's veteran program and the discount window

Petsense, a unit of Tractor Supply Company, will also run what it calls "Honoring Heroes Days" this fall. According to the announcement, military members and first responders enrolled in Tractor Supply's Hometown Heroes verification program will receive an extra 10 percent off purchases on those dates.

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Our read on the checkout charity play

Round-up campaigns are low-friction charity mechanics that add no labor cost to the store, but they do create a decision point at checkout that can slow the line if the cashier has to explain it or if the customer asks questions. Tractor Supply's parent scale gives Petsense access to tested point-of-sale charity infrastructure, the prompts, the training, the reporting, that most independents lack the IT to replicate cleanly.

The 2025 results show more than 157,000 customers participated, and a well-executed ask is frictionless enough that someone buying a small item says yes.

For an independent, the framing matters more than the round-up mechanic itself. You probably can't build the POS integration without help. Veterans-focused nonprofits poll well in rural markets where Petsense concentrates stores, and a charity tie that aligns with your customer base is worth more than a national brand name. If you're running a charity program, the local veteran service organization or the regional rescue that your customers already know will outperform a household-name nonprofit that has no presence in your zip code.

We're watching whether Petsense reports 2026 results the same way it reported 2025. The number of customers who participated, the average round-up, and the total raised are the three figures that show whether the campaign is growing or plateauing. If next year's announcement drops one of those numbers, we'd note it.

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