Main Street Favorites: A ‘Mom and Pup’ Shop, Spoiling One Dog at a Time

Happy Small Business Saturday! Here’s a fact: Did you know that the annual day commemorating the little guys in commerce also includes small online businesses? Even though Small Business Saturday is mainly focused on supporting your local storefronts, we see no reason why their e-commerce counterparts should be ignored. In fact, if you search on the Shop Small website, you can see participating online businesses—a handy alternative if you happen to be traveling on Nov. 29.

I’m not married and I don’t have any kids, so I consider my corgi pup Siri to be my child. Yes, I’m “one of those” crazy dog ladies; I dress her up for Halloween, take her to doggy daycare, and feed her an all-natural, grain-free diet that’s probably better than my own. Which is why I adore, an online “mom and pup” shop that carries quality pet products at affordable prices.

With her loyal pug, Macintosh, at her side, 23-year-old Amanda Gilmore started the website in February 2014 after being laid off from her job in the nonprofit sector.

“When I lost my job, I immediately had to cut back on spoiling Macintosh, which was heartbreaking. And even more heartbreaking was that I could no longer donate money to the charities and organizations who champion the causes that I believe most in,” Gilmore says.

So she formed the foundation for where 10 percent of each order goes directly to charity. “I have always believed in the business model of ‘Do well, but most importantly, do good.’ And that is the premise I have constructed Underdog Supplies around,” she says.

Besides giving back to shelters and rescues, Underdog Supplies boasts a fantastic, personalized customer service that is—what else?—dog-inspired.

“In [my pug] Macintosh’s eyes, everyone she meets is family. It doesn’t matter who you are, human or dog, to her, you are family. I hope many of you have noticed already, but that is how I designed Underdog Supplies to be: Everyone who stops by is family,” Gilmore writes on the company blog.

Underdog Supplies

Celebrate Small Business Saturday today to show mom-and-pop shops how much you love them. Before you hit your local stores, though, check out another Main Street Favorite—an antique store that’s bringing Asia to Midwest homes.


Editor’s note: This article is one in a series highlighting Small Business Saturday, a U.S.-nationwide event that encourages shoppers to buy locally on Saturday, Nov. 29. SUCCESS is celebrating by showcasing some of our favorite small businesses around the country—what makes them special to us, why we keep coming back and why we want them to stick around. Will you join the movement to support your favorite neighborhood shop?





Jennifer Chang is the former associate editor for SUCCESS. She has a corgi puppy who has more Instagram followers than a dog should have. Tweet or follow her thoughts and favorite links at @jenzchang.

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