Valentine's Day pet gifts surge as shoppers spend record amounts

Why pet gifts are suddenly a real Valentine’s Day category

Pets have quietly become one of Valentine’s Day’s biggest gift recipients. The National Retail Federation says 35% of consumers planned to buy for their pets in 2026, more than those buying for a friend or co-worker, and pet gifting alone is expected to reach $2.1 billion as total Valentine’s spending hits a record $29.1 billion and average spending rises to $199.78 per person. That pet share has been climbing for years, from 19% of celebrants a decade ago to more than one-third now, with 32% saying yes in both 2024 and 2025.

The bigger retail picture is just as telling. Shoppers are still buying for friends, co-workers, classmates and teachers, but pets have become a meaningful line item rather than a throwaway extra, which is why pet retailers and food brands are leaning hard into seasonal collections. In NRF’s latest survey, 33% planned gifts for friends, 27% for children’s classmates and teachers, and 21% for co-workers, while the 35 to 44 crowd remains the age group most likely to splurge on pets. That is the real shift here: Valentine’s Day is no longer just about romance, it is about the animals that live in the middle of the family routine.

To burn energy

For dogs

If your dog treats every morning like an unsupervised obstacle course, start with something that works their brain as well as their jaw. The KONG Classic is $7.99, which makes it one of the best-value gifts in the category, especially for dogs that need a durable chew toy they can actually sink into. If you want a step up, Outward Hound’s Dog Smart puzzle is $16.99 and the Paw N’ Play is $24.99, both designed to turn treat time into a problem-solving game. West Paw’s Hurley, at $12.95 and backed by 961 reviews, is the sturdier choice for the dog who can make cute toys disappear in a weekend.

The nice thing about this tier is that it feels like a gift, but it behaves like an intervention. A puzzle toy slows a fast eater, keeps a bored dog occupied, and gives you something that earns its place on the floor instead of adding to the toy graveyard. If you are shopping for a power chewer, the KONG or West Paw route is smarter than a soft novelty plush, because both are built for repeat use rather than one adorable unstuffing session.

For cats

Cats need the same Valentine’s logic, just with a different play style. Outward Hound’s Kitty Cube Puzzle is $11.99 and gives a food-motivated cat ten hidden treat cups to work through, while the Buggin’ Out Puzzle & Play is $19.99 and adds 16 treat compartments for the cat that likes batting, pawing and figuring things out. These are the gifts for the cat who would rather hunt than cuddle, and they do double duty as enrichment and mealtime slowdown tools.

To reward, without raiding the candy bowl

For dogs who live for snacks

This is the category where Valentine’s Day gets easier. Stella & Chewy’s dog treats run from $14.24 to $34.99, and the 3-ounce Beef Heart Treats and Chicken Heart Treats are both $14.99, which is a sensible price for a high-protein, freeze-dried reward that feels special without turning into junk food. If your dog is treat-obsessed but you want something more thoughtful than a bag of biscuits, these are the picks that feel indulgent while still reading as a real pet gift.

If you want the seasonal version of that idea, BARK is leaning all the way in. The Be My Furry Valentine Treat Calendar is $14.99, Lovey Loops are $4.99, and the Valentine’s Day Dog Treat Jar is $14, which makes it easy to build a themed snack moment without spending like you are buying a luxury handbag. The collection also includes playful heart-shaped options like Squeak Hearts and Heart Throbert, so the holiday mood is obvious at first glance.

For cats who prefer a crunchy prize

Cats get a little trickier because many of them care more about texture and novelty than volume. Meowbox is a nice middle-ground gift at $27.95 a month, since each box comes with themed toys and healthy treats, and it feels more substantial than handing over one bag of snacks. If you want a smaller one-off reward, meowboxshop carries CatIt Nibbly Jerky for $7 and Shameless Pets Catnip N Chill treats for $8, both of which make sense for the cat who perks up at crunchy treats or a catnip twist.

To dress up for photos

This is the easiest place to overspend, so keep it simple unless your pet genuinely tolerates wearing things. BARK’s Valentine’s Day Dog Bandana is $6, which is exactly the right price for something cute enough for a picture and cheap enough that you will not be annoyed if it spends most of the day in a drawer. If you want a more polished keepsake, The Foggy Dog’s Valentine bandanas run from $20 on sale to $29, and its bow ties and collar accessories go from $20 to $55, which makes sense only if you know your dog wears accessories like they were born for a holiday card.

The themed pieces are also a good sign of where the market is headed. Pet retailers are no longer treating Valentine’s Day like a one-off joke, they are building full seasonal shelves around it, from heart-shaped plush toys to treat calendars and photo-ready accessories. That is why the category keeps growing: these are not just cute objects, they are easy ways to turn an ordinary day into a moment worth remembering.

Keep the dangerous stuff away

The simplest Valentine’s rule is the one pet safety groups repeat every year: do not let the holiday’s human treats become a pet emergency. ASPCA warns that chocolate and xylitol are unsafe, lilies can be fatal to cats, and rose thorns can injure pets; it also advises keeping ribbons, bows and wrappers out of reach because they can be swallowed and cause choking or digestive trouble. If you want the gift to feel festive, stick to pet-made toys, treats and accessories, and leave the candy bowl for humans.

The best pet Valentine’s gifts are the ones that actually fit daily life. Give the energetic dog something to chew, give the food-driven pet a reward worth working for, give the photo-happy animal a simple accessory, and you will end up with a gift that looks playful but earns its keep long after the holiday ends.