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How Tractor Supply’s ‘Inflation Chickens’ Are Ruling The Backyard Roost - Forbes   

School's out for the summer, and a steady drumbeat of families makes their way to a Tractor Supply store in Lucas, Texas on a recent afternoon. They head for an eight-by-eight chicken coop in the middle of the store, where some 200 chicks are basking under the orange glow of the heat lamps as country music plays overhead. "We're just looking," insisted one mom, as her three kids swarmed the coop and pointed excitedly.

Looking can quickly turn into buying. The store has been selling out its supply of chicks in a matter of days, facing a surge in demand as an influx of families pile into the hobby, driven by curiosity, a desire to save money or both. New customers tend to go for docile breeds that are good egg-layers, like the Leghorn or Sex Link, said store manager Emily Franck. Others are adding to their flocks, like the family that stops by weekly and just that morning bought some special-edition "clown-faced" chicks.

Tractor Supply is doing a brisk business. It has been selling chicks since the 1990s, but demand really took flight during the pandemic. Foot traffic in the category has risen 60% in the last five years, helping it peddle 50 million birds and outpace the company's robust overall sales during that time. With a sprawling footprint of 2,100 stores in every state but Alaska, the retailer is America's largest seller of live poultry, and has seen a fresh wave of interest this year that could top the all-time record it set in 2020, when it cleared 11 million birds, up from 7.5 million in 2019.

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