Brits spending more on dogs as dog birthdays become bigger celebrations

A growing number of UK dog owners are spending more money on their pets than they do on themselves, according to new research from MoneySuperMarket. The study reveals that a third of dog owners (32%) now spend more on their dog than on themselves, with 34% admitting to cutting back on other expenses to provide for their pets.

The research found that birthdays have become a key way for owners to show affection. Nearly a third of dog owners (29%) now host parties for their pets, inviting family and friends to celebrate. Online interest in dog birthdays is rising sharply. 

Searches for “dog birthday” reached 49,000 in February 2026, while searches for “dog birthday Instagram caption” have increased by 1,950% over the past five years.

Gifting has become central to celebrations. Almost eight in ten owners (79%) buy presents for their dogs, 41% purchase a birthday cake, 18% arrange special walks with other dogs, and 8% take a day off work to spend time with their pet. Two in five owners (40%) report feeling guilty if they cannot make their dog’s birthday special.

Kara Gammell, Pet Insurance Expert at MoneySuperMarket, said, “Dogs’ roles in families are changing - no longer are they just companions, but VIP family members who are deserving of presents, gatherings, and being prioritised in ways once reserved for humans. This isn’t simply about indulgence; it reflects the deep bond people share with their dogs. As pets become more central to our lives, it’s natural that owners want to celebrate the years they share together and make those moments count.”

Bristol leads the country, with 32.95% of dog owners reporting that they celebrate their pet’s birthday. Sheffield follows closely on 32.26%, with Birmingham at 29.79%. Belfast, London, Leeds, Manchester, Southampton, Nottingham, and Glasgow round out the top ten.