Even When We're in a Recession, We Still Pamper Our Pets

KANSAS CITY, Mo. -- Friends Marie Othic and Paula Younghanz last week picked up the perfect first birthday present -- colorful truffles and other treats -- for their two adopted girls.

While Lacey and Sadie needed a little help opening the festive packages at their party, the golden retrievers didn't need any help finishing off the goodies from Kansas City, Mo., pet shop Land of Paws.

Othic and Younghanz are among the two-thirds of Americans who own pets and also among the majority that still pamper their pets -- even as they cut back on their own expenses.

"We make sure they have treats, new collars, healthy food," Othic said. "They give to us."

A new survey by WSL Strategic Retail indicates only 19 percent of pet owners are scrimping on pet spending, with the majority buying not only nice things but top-of-the-line products as well, such as premium pet food.

Turns out, pet supplies are often at the bottom of the cut-back list along with human essentials such as prescription medications and toothpaste.

"Pets are just a key part of the family," said Shilpa Bharne Rosenberry, senior consultant with WSL. "About 68 percent said they treat their pets as well as their children and half said it just makes them feel happy to buy nice things for their pets."

Industry sales are expected to reach $45.1 billion in 2009, compared with $28.5 billion in 2001.

Land of Paws, a Kansas City-area chain sells pet extras such as leopard print collars and polka dot lifejackets.

PetSmart, one of the nation's leading pet store chains with more than 1,135 locations, including one in Rock Hill, also offers basics such as pet food, treats and toys, but has expanded into veterinarian, boarding, grooming and training services. Pet lovers also can treat themselves with pet-themed picture frames, mouse pads, magnets, travel mugs, Monopoly Cat Lovers Edition, and even pet gift cards.

PetSmart's net sales for the first quarter 2009 came in at $1.33 billion, an increase of 9.5 percent from the first quarter of 2008, and the Phoenix-based company plans to add about 40 stores a year for the "foreseeable future."

Since Doctors Foster and Smith was founded in 1983, it also has grown into one of the nation's largest pet supply online and catalog retailers with annual sales of more than $230 million and 16,000 products -- from spot and stain removers to a strap-on pet pouch.

"During this difficult time people don't stop taking care of their kids and they don't stop taking care of their pets," said Gordon Magee, spokesman for the Wisconsin-based company. Still, for some Americans pets are not the priority when it comes to purchases. Others say it is OK to splurge now and then.

"My wife gets them Christmas stockings every year," Tim Southwell said of his five cats and dogs.