Millennial's love affair with pet chickens is big business for a $30 billion retail chain—'In America, the new companion animal is the chicken'

Millennials' growing affection for chickens as pets has turned into a lucrative market for Tractor Supply, a $30 billion retail chain. The retailer has seen a significant increase in the sale of chicken-related products, ranging from coops to specialty feed, as more people embrace backyard poultry for sustainability and companionship. Tractor Supply's initiatives, like the extended "chick days" events and the launch of the Impeckables brand, cater to the booming interest in poultry care, reflecting a broader trend of rural migration and a shift towards more sustainable living among younger generations.