As Valentine’s Day approaches, consumers are expanding their celebrations beyond partners and friends to include pets. New estimates show that spending on Valentine’s gifts for pets is expected to reach a record $2.1 billion in 2026, reflecting a steady shift in how households mark the holiday.
More than one-third of people who plan to celebrate Valentine’s Day say they will buy a gift for a pet. That share has risen sharply over the past decade, along with average spending per shopper. In fact, pets are now more likely to receive a Valentine’s gift than friends or coworkers, highlighting their growing role in family life and consumer decision-making.
Retailers are responding with a wide range of products designed specifically for the occasion. Offerings include themed toys, treats, accessories, and grooming items, as well as customized and specialty products for pets beyond cats and dogs. Online marketplaces and specialty retailers have also expanded seasonal assortments, giving shoppers more ways to personalize gifts for their animals.
Valentine’s Day is part of a broader trend of including pets in celebrations throughout the year. Industry observers note increasing demand for products tied to pet birthdays, adoption anniversaries, and other pet-focused holidays. These occasions are creating new opportunities for retailers to engage pet owners and drive incremental seasonal sales.
For WR members, the continued growth in pet-related spending underscores the importance of seasonal merchandising and consumer trends tied to household lifestyles. As pets become further integrated into family traditions, retailers may see continued demand for creative, occasion-based products that reflect this evolving relationship.
