Here are some free or cheap ways to get exposure:
-List them yourself on search engines (Google, Yahoo, MSN, Ask.com, scrubtheweb.com, exactseek.com, etc)
-Put your website address on all promotional materials (flyers, brochures, business cards)
-Put your website on t-shirts and wear them when you go to the mall or grocery store. Also put an ad on your vehicle (magnet on side, or lettering on back)
-Ask local vets and kennels if you can place promotional materials there
-Consider setting up an account on eBay and put a some items for sale on there. This will open up and expose your site to more people.
-Make a commerical for youtube.com
-Take advantage of free listing sites such as Craigslist.com, expo.live.com, backpage.com, oodle.com, livedeal.com)
-Set-up profiles on Myspace.com and facebook.com. Join pet-related groups on these sites, and groups for your city and/or state.
-If you want to try your hand at the subject you can read up on pay-per-click and then use a site like adwords.google.com or adcenter.microsoft.com. They walk you thru writing a simple ad, and you can start off small.
-If your web provider does not provide a web visitor stat program, then you need to use a free service, or pay for one. This will help you see where the visitors are coming from, and what is more effective. A free one is google.com/analytics or a pay one is visistat.com
-If there are other available variations of your website (foxyandfriend, foxxyandfriends and also the different domain types .info, .us, .net, .ws ) consider buying them and pointing them to your original site. This helps people who make spelling errors find out, and helps stop competitors from taking advantage of your success by purchasing a domain close to yours
-You can use link exchange sites, but search engines are starting to penalize sites who use them. If you want to use them, pick them wisely and use ones that relate to your products

Good luck!