By Ann-Marie Fleming, Founder of www.K9Kloud9.com
December 2007
With the pet industry continuing to spiral upwards it is no surprise that the Christmas season becomes a focal point for retail sales. Times have changed and for the better when it comes to our pets. Pets are no longer placed on restriction while the tree is covered with ornaments and presents are scattered underneath; instead families may find that a considerable amount of space has been taken up by gifts for their animal companions.
Pets, especially dogs and cats, have become a key member of today’s family, a shift that has been credited to the growing number of empty nesters, dual-income couples that are without children and a larger percentage of singles, all creating an increase in disposable income.
According to a recent survey taken by Harris Interactive®
The growing rate of inclusion of pets in today’s family has been undoubtedly fueling the demand for pet care, services and products for their four legged friends. In fact total spending for 2007 has been estimated at over $40 billion in the United States by the American Pet Products Manufacturers Association (APPMA), up more than $2 billion from the previous year; in Canada, pet spending is over $4 billion.
Contributing to the rise in overall spending is that pet owners are buying a higher quality of pet food, they are more concerned with the overall well-being of their family member and are therefore spending more on healthcare, and with increased disposable incomes combined with the sense of family, owners are also spending billions on pet clothing.
The trend towards dressing one’s dog is not necessarily a new phenomenon, but the intensity of this shift is definitely growing. Owner’s are now able to combine the practical with the fashionable as they build a wardrobe filled with stylish coats, hoodies, dresses, t-shirts, shoes and jewelry. Some are going as far as adding wigs to this ensemble. Prices for such items can range from the reasonable to the affluent and many degrees in-between.
The pet fashion industry has taken off evidenced by the growing number of pet fashion shows such as Pet Fashion Week in New York and events such as Woofstock held in Toronto, Ontario that generate considerable buzz and often reveal the new trends for the upcoming year. Many of the popular styles are mirrors of ‘hot’ human fashions and provide selections for all occasions such as casual park visits, birthday parties, formal dining and even weddings.
Dogs no longer have to depend on mere shells to keep the rain off or the cold out, they can opt to go with a camouflage hoodie, a faux leather bomber jacket, or a winter parka among others. For those hot summer days perhaps a sundress is in order or a lightweight t-shirt to show their personality. Whatever the occasion there is an outfit that is a perfect match for owner and dog alike.
This Christmas retail sales are expected to get a serious boost from this trend with spending estimated to reach over $3 billion in the U.S. alone. It is no longer just about buying a Santa Coat or reindeer antlers for their animals, but about treating and spoiling their pets as they would their own children. If you ask most owners how their pets feel about all of this attention, most of them will tell you that they love it and why wouldn’t they? They get to be in the spotlight, they get to be pampered and they are accepted as a full member of the family, giving a whole new meaning to the term ‘it’s a dog’s life’.
For Comments or Questions Email Ann-Marie Fleming: afleming@k9kloud9.com
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