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Here’s How Much Americans Will Spend On Their Pets for Valentine’s Day

The figure has grown significantly over the past decade.

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Pet spending for Valentine’s Day is expected to total $886 million this year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics.

That figure is up $519 million since 2008, when NRF first asked about Valentine’s Day spending on pets.

Gifts for pets continue to be popular, purchased by 20 percent of those who celebrate the holiday, according to NRF.

“The vast majority of Valentine’s Day dollars are still spent on significant others, but there’s a big increase this year in consumers spreading the love to children, parents, friends and coworkers,” said NRF President and CEO Matthew Shay. “Those who are participating are spending more than ever and that could be the result of the strong economy.”

Americans are expected to spend a record amount on Valentine’s Day this year despite a years-long decrease in the percentage of people celebrating the holiday.

Those surveyed said they would spend an average $161.96 on the holiday overall. That’s up 13 percent from last year’s $143.56 and easily tops the previous record of $146.84 set in 2016.

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Total spending is expected to be $20.7 billion, which is an increase of 6 percent over last year’s $19.6 billion and breaks the previous record of $19.7 billion, also set in 2016.

The spending increases come even though only 51 percent of Americans plan to celebrate the holiday, down from 55 percent last year and a high of 63 percent in 2007. It is unclear why the number of consumers celebrating has trended downward over the past 12 years, but spending, while varying with the economy, has generally trended up. The lowest spending during the period was $102.50 in 2009 during the Great Recession.

Of the $18.40 increase in average spending, only $4.26 comes from spending on spouses and significant others, which is expected to total $93.24. Consumers said they would spend $29.87 on other family members, up $4.58; $9.78 on friends, up $2.59; $8.63 on children’s classmates or teachers, up $1.37; $7.78 on co-workers, up $2.99; $6.94 on pets, up $1.44; and $5.72 on others, up $1.17.

Since launching in 2017, PETS+ has won 11 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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Pet Food Sales on Amazon Hit $1B

Blue Buffalo was the top-selling brand.

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BOSTON — Pet food sales on Amazon.com reached an estimated $1 billion in 2018, up 20 percent compared to 2017, according to data from Edge by Ascential.

According to the firm, the top five pet food brands (and their share of total pet food sales) on Amazon for 2018 were:

  1. Blue Buffalo (11%)
  2. Purina (9%)
  3. Hill’s (8%)
  4. Wellness (6%)
  5. Greenies (5%)

“Blue Buffalo’s continued top-selling status illustrates how important it is for brands to incorporate in their packaging what consumers are looking for: healthier pet foods,” said Pete Andrews, director of insights at Edge by Ascential. “Blue Buffalo’s top seller contains the keywords ‘Protection Formula’ and ‘Natural’ in the title.

“The brand includes in-depth content on their product detail pages along with complete ingredient lists, nutritional information, numerous customer reviews and peer-answered questions. The Blue Buffalo brand understands how important community is to the pet owner, whether they are shopping online or in-store. By encouraging consumer interaction on Amazon, brands can recreate some of the interactivity that pet owners value from brick-and-mortar stores.”

Other top-performing brands on Amazon in 2018 like No. 2 Purina (up 13 percent year-over-year), No. 10 Rachael Ray (up 27 percent) and No. 6 Fancy Feast (up 17 percent) demonstrate that pet owners are choosing brands with “the right combination of pet nutrition and shopper value,” according to Edge by Ascential.

“Amazon’s own label Wag, launched halfway through 2018, brought in almost $2 million in sales in 2018, a negligible share in the current Pet Food category,” Andrews said. “Not long after its Wag launch, Amazon began offering its dry dog food under the Solimo private brand as well. Much of the on-page content is nearly identical but Solimo actually offers more A+ content and a cheaper equivalent to Wag.

“Whether this is an A/B test on Amazon’s part to identify the effects of small product differences on sales or a transition away from Wag is yet to be determined – but it does suggest that Amazon is not yet ready to challenge major pet food brands head-on while they still gather experimental data.”

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Demand for Sustainable Pet Products Is Up, and Most Firms Aren’t Prepared, Report Finds

225+ responses were collected from pet industry professionals.

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The World Pet Association and the Pet Sustainability Coalition have released a report focusing on sustainability in the pet sector, highlighting advancing business opportunities for environmentally and socially friendly pet product companies.

The report, analyzing over 225 responses from pet industry professionals, reveals a dramatic increase in demand for sustainable products, explores where companies are encountering roadblocks to successful sustainability programs, and examines what tools and resources are available within the industry.

Expectations are increasing, and fast

The data shows a dramatic increase in pressure on businesses to expand their responsibility strictly from shareholder value to now include demonstrating responsible treatment of communities and environments where they do business. The expansion in business accountability means that brands are held accountable not just for their own direct business practices, but also the practices of their tier 1, tier 2 and tier 3 suppliers.

Current sustainability programs are ineffective

Only 23 percent of pet industry professionals rank their own sustainability program as effective, and 26 percent report that they have no sustainability program at all.

Support is needed to create success

This increase in accountability for businesses is fueling a need for more education to inform the industry about what is expected of them and where their current performance is, tools to ease implementation and collaborative opportunities particularly for small businesses that need more leverage to drive systematic improvement in areas that are too large for one company to change on its own.

Download the full report here: https://mailchi.mp/petsustainability.org/industryreport2019

PSC was founded in 2013 with the mission to advance business through environmental and social business practices.

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45-Store Pet Chain Acquired

Its 494 employees will be retained.

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Independent Pet Partners has acquired Chuck & Don’s, a pet supplies chain with 45 locations spread across four states, the Minneapolis/St. Paul Business Journal reports.

Financial terms of the deal were not disclosed.

New York-based Independent Pet Partners plans to retain Chuck & Don’s 494 workers, according to the Business Journal.

Jeff David, CEO of Independent Pet Partners, was quoted saying the acquisition “gives IPP a valuable and strong brand that can help us continue to strive to make pet parenting simple, smart, social and fun.”

Founded in 1990, Chuck & Don’s has locations in Minnesota, Wisconsin, Kansas and Colorado.

Its 2016 sales totaled nearly $68 million.

With this deal, Independent Pet Partners, which has purchased several pet chains, now has 160 stores across 12 states and Washington, D.C., the Business Journal reports.

Read more at the Minneapolis/St. Paul Business Journal

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