I don't know, in many areas there are 2 places to buy dog food. The grocery store and the local feed store. So, yes, your average Joe pet owner will be in feed stores a LOT as the pet food is cheaper. Thankfully, none of the feed stores I've ever been in have ever sold dyed chicks. Then again, I'm not a fan of giving animals as gifts for any reason/occasion.
Also, around the Easter holiday, people who know nothing other than "baby chicks/ducks are cute; I saw them in a commercial" WILL go to feed stores and buy chicks/ducklings. Even goslings or swans. I know many people who work at feed stores and 99% of the customers who come in for that reason never listen. They nod and make agreeable noises. Then they are back in the store a few days later, even the next day, because the birds are sick. Or dead. Or the cat ate them. Or they smell funny. Or the kids already lost interest in them.
So, yeah, dying chicks may not be cruel in itself. My question is, who is it meant to target? Farmers will have no interest in them, unless they already planned to buy that breed. Hobby farmers may pick some up on impulse - we have a hard time resisting chicks period! But, the average "non-chicken" person? Now THEY are going to be attracted to the dyed chicks. Plus, when are dyed chicks for sale? Only right before Easter. So, what is the purpose? To attract ignorant owners to adding cute fuzzy chicks to the kids' baskets.
That is cruel to the birds, in my opinion. They aren't being sold as living creatures with needs, but as toys.