Survey reveals many dog owners spend more on pets than family at Christmas

A new survey by the Natural Dog Food Company has found that 29% of dog owners spend more on Christmas gifts for their pets than for their extended family. The research also shows that one in five owners spends more on their dogs than on human friends or relatives.

With 89% of dog owners buying Christmas presents for their pets, most spend between £10 and £50, while 10% spend between £50 and £150. A further 15% admitted to hiding or downplaying their festive spending, concerned others may judge them for overspending or underspending on their dogs.

Toys are the most common purchase, chosen by 83% of respondents, followed by treats at 75% and beds or blankets at 21%. Meanwhile, one in ten owners chooses not to buy Christmas gifts for their dogs, with most saying they do not think pets need presents.

Despite rising costs, 15% of owners have increased their spending over the past five years. Internal figures from the Natural Dog Food Company show year-on-year growth in Christmas sales for the past four years. The strongest increases have come from London, the South East and the East Midlands, where festive purchases have risen by 18–22% over the last three years. Multi-dog households continue to drive higher average spend, with purchase values around 30% higher than single-dog homes.

Edward Creaser, Director of the Natural Dog Food Company, said, “Dogs have and always will be part of our immediate families, so it is no surprise that people across the country are more fond of buying Christmas presents for their dogs than they are for extended family or friends.

"Pets bring endless joy and happiness into the homes that they are in and play such a crucial role in so many lives. In the same way that parents will buy their children gifts at Christmas as an expression of love, dog owners will undoubtedly have this same desire to make their dogs happy over the festive period.”