SIT, STAY, SPOIL

Once just a loyal sidekick, our best friend has gone decidedly high-maintenance

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If you've ever thought your darling dog might deserve a Christmas treat as much as you, you're not alone.

Today, Brits are opening their wallets wider than ever before, with the Office for National Statistics estimating UK households now spend a staggering £9.89 billion annually on their beloved pooches - almost double the spend of a decade earlier. With 36% of Britain's 28.7 million households owning a dog and the average dog owner spending approximately £1,875 per year on their precious pup, that's quite some commitment.

And the budget goes through the roof at Christmas, with a recent survey by Pets at Home revealing that more than two-thirds (68%) of pet owners are ready to treat their furry friends this festive season, with many planning to spend up to £50 each on everything from stockings to Christmas Eve boxes packed with treats and toys. Even grand-dog-parents are taking gift giving to a new level, as 43% of 'grandpets' are due to receive presents from their owner's parents.

Part of the family

But why the spending spree? The emerging trend for humanising of dogs (treating them like family members and attributing human behaviours and emotions to them) has seen dogs evolve from outdoor pets to cherished family members. A growing number of pet parents view their furry companions as children with four legs, worthy of birthday parties, spa days and five-star accommodation. This shift in mindset, combined with the desire for Instagram-worthy pet experiences, has created a booming market for premium canine services. From dog ice cream to luxury country retreats, today's pampered British pooches are living their best lives.

‘I couldn’t imagine life without my fur baby’

Tanya Singh, 35, a tech exec from north London, has been surprised at how her life now revolves around toy poodle Fish since she became his dog mum in 2022.