Valentine’s Day becomes a real retail moment for pet brands

According to the National Retail Federation (NRF), Valentine’s Day spending is expected to reach record levels this year in the US, with consumers projected to spend billions across categories including jewelry, dining, candy and greeting cards.

Pets continue to represent a consistent portion of that total. NRF data shows that Americans collectively spend billions annually on Valentine’s gifts for their animals.

While Valentine’s Day remains smaller than Christmas for the pet sector, it is increasingly viewed as a recurring retail moment with measurable commercial impact.

Search interest signals long-term growth

Consumer intent appears to be strengthening. Google Trends data shows that global search interest for “dog Valentine’s Day” has increased over the past 5 years.

This aligns with broader humanization trends, as pets are increasingly treated as integral family members rather than secondary recipients of seasonal spending.

Younger consumers prioritize pets

Generational shifts are also influencing purchasing behavior. According to data from PetSmart, 51% of Gen Z and 41% of Millennials report they would prefer to spend Valentine’s Day with their pets rather than a partner.

For retailers, this shift has practical implications. Younger demographics are highly active on social platforms, and themed products – particularly toys and treat bundles – often serve both as gifts and as shareable content moments.

Cats drive year-on-year growth

Retail performance data indicates growing participation from cat owners. British pet retailer Pets at Home reported a 158% increase in Valentine’s-related pet gifting sales year on year (YoY). Notably, cat-focused products recorded a 1,729% increase compared to the previous year.

Average spend per customer also reflected changing dynamics. Dog owners spent an average of £4.72 ($6.46/€5.42) on Valentine’s items (+3.5% YoY), while cat-owner spend rose to £3.63 ($4.97/€4.17), marking a 66.1% increase.

Limited editions 

Seasonal limited editions are being positioned as incremental purchases rather than replacements for core products.

According to Pooch & Mutt, limited-edition Valentine’s treats are designed to provide a seasonal hook while remaining aligned with the brand’s broader ingredient and nutrition positioning. 

The company reports that such products typically function as “add-on” purchases, supporting basket growth during the seasonal window.

Similarly, subscription-based and direct-to-consumer brands indicate that seasonal boxes are intended to complement, rather than substitute, everyday feeding routines. 

Several companies note that holiday assortments are developed to the same nutritional standards as their core ranges, reflecting demand for “purposeful” gifting rather than novelty-only products.