SJS Direct, the California-based company that produces the popular new SafetyPUP XD reflective dog vest, reports that sales records for this coming holiday season will likely far exceed previous sales predictions. Modesto, CA: “It’s a great problem to have,” says Stacy McIntosh, CEO of SJS Direct and brand manager for the SafetyPUP reflective dog best product line. “We made a number of sales predictions regarding how well the SafetyPUP dog vest would do this shopping season, but all present indicators are pointing to dramatically higher sales as we approach the holidays.” The VP of Marketing for SJS, Shem Swerkes, offers his insights into why the holiday season is so much busier for SafetyPUP dog vests than the SJS team originally anticipated: “While we’ve always known that the SafetyPUP was a solid product, we underestimated the level of grass roots support we were going to get from existing customers.” Buyers of SafetyPUP dog vests have been very vocal on social media channels, and purchases due to customer referrals have been ramping up as the holidays approach. “The reason the SafetyPUP is doing so well is actually easy to understand – it’s the best reflective dog vest on the market,” states Jubal McMillan, VP of Product Development for SJS. “We built the SafetyPUP to exceed all expectations with regards to quality, durability, and low light visibility, and shoppers are realizing that the SafetyPUP is quite simply the best dog vest offering out there.” While it’s true that the SafetyPUP is constructed with higher grade materials than the traditional offerings of other dog vest manufacturers, product purchases have been magnified by the consistent awareness campaigns SJS has been running for the last six months. “Our ongoing work with canine rescue facilities has certainly improved our visibility with the dog owner market,” says McIntosh, “and at least some portion of the sales increases we’re seeing is coming in from shoppers who appreciate those efforts.” While final holiday sales numbers are still over a month away, the SJS team remains confident that total sales will double or perhaps even triple original estimates. “Our biggest problem now is making sure we have enough dog vests on hand to satisfy customer demand,” concludes McIntosh. About SJS Direct: Based in Modesto, California, SJS Direct is a new venture dedicated to providing premium quality consumer products across a broad range of industries. Unlike many producers of commercial goods, SJS Direct does not concentrate on minimizing production costs to satisfy the lowest-price market, but is known for investing time and capital into product research, material engineering, and customer-requested feature development. As a result, SJS products offer superior craftsmanship, value, and utility than many brand name manufacturers while remaining competitively priced. For more information on the new SafetyPUP XD reflective dog vest, browse to www.SafetyPUPXD.com.