According to recent data from the National Retail Federation (NRF), consumer spending on Valentine’s Day gifts for pets is projected to reach a record $2.1 billion in 2026. People are more likely to buy Valentine’s Day gifts for their pets than for friends or colleagues.
This year, over one-third of consumers plan to purchase Valentine’s Day gifts for their pets, a significant increase from just 19% a decade ago. Per capita spending in this category has more than tripled during this period.
The market offers a wide range of options for Valentine’s Day pet consumption, catering to different types of pets—from chocolate-shaped toys and heart-shaped plush toys to themed activity boxes for small pets and bird toys.
Additionally, some consumers opt for festive styling products for their pets, such as pink pet nail polish or temporary fur dye, to help their pets get into the holiday spirit.
Valentine’s Day is not an isolated case, as pets are increasingly being included in various holidays and commemorations. Industry experts note that “niche holidays” such as birthdays, adoption anniversaries, Valentine’s Day, and National Dog Day are becoming important growth drivers in the pet consumption sector, presenting new opportunities for related brands.
The overall trend in pet-related spending continues to heat up. A joint survey by Talker Research and MetLife Pet Insurance shows that in 2025, dog and cat owners spent an average of $138 per month on their pets, a 20% increase from 2024.
Within this spending, pet food expenses decreased from $506 in 2024 to $470 in 2025, while spending on toys, clothing, and treats saw significant growth—toy expenses rose from $198 to $247, clothing from $150 to $223, and treats from $234 to $285.
When including non-monthly expenses such as veterinary visits, the average annual total spending per pet owner reached $2,360 in 2025, up from $2,086 in 2024. Looking ahead to 2026, about 37% of respondents said they plan to allocate more budget for their pets, while 48% have set a budget for pet-related expenses, up from 42% the previous year.
The survey also reveals that pet health risks are influencing household spending decisions. In 2025, 22% of pets experienced major unexpected health issues, compared to just 13% in 2024.
In terms of spending trade-offs, 65% of pet owners stated that if they needed to cut expenses, they would prioritize reducing their own personal spending rather than cutting back on pet-related costs. Meanwhile, 85% of respondents said their pets were their primary source of happiness in 2025.
These findings reflect the growing emotional role of pets in household life, which continues to drive growth in pet-related consumption.
