Dog Days aren't just for summer any more

The Dog Days of August were known for being so hot and humid that you couldn't even get the mutt off the front porch to go chase a ball. Of course that was when people had front porches and didn't have air conditioning. And when pets, for most people, were just pets.

We are closer to our pets today (animal companions, I believe, is the preferred term), taking them along to the beach for a romp—or even to Petco to shop. They have become members of our families. And it's not just dogs—it's cats and fish and birds and even iguanas.

Twenty years ago, pet stores were small and local and barely contributed a drip in the total bucket of retail sales. Today, led by big box retailers PETsMART and Petco (see DDI's in-depth coverage of Petco Supplies Co. in April 2002, page 72), the pet sector accounts for an estimated $30 billion a year, an increase of close to 25 percent from 1998. Aging boomers, especially, make up a potentially huge growing market, as more empty nesters and retirees adopt pets for companionship and health (stroking a cat has been scientifically proven to reduce blood pressure).

According to a Ralston Purina survey, 95 percent of owners hug their dogs daily, 45 percent take their dogs on vacation with them, and 35 percent take their dog shopping or to pet stores. Dog World magazine editor Beth Adelman says that 87 percent of pet owners include pets in their holiday celebrations. Pet birthdays are celebrated by 59 percent of owners, and 17 percent of owners carry photos of their pets in their wallets.

Activity centers for pets have sprung up around the country, including K9 to 5 in San Francisco, Happy Pets Inn in Sonoma, Bonnie's K9 Corp. in New York and A Dog's Day Activity Center in Chicago. Pets can socialize at these destinations in monitored playgroups. Fees range from $16 to $50 a day.

About that vacation—many hotels, including The Muse Hotel in New York, now offer pet packages including food and water bowls and dog-walking services. The W Hotel's "Bow Wow Concierge" will provide organic pet meals and hot-oil treatments followed by professional blow-drying. The Ritz-Carlton on New York's Central Park offers gold-plated pet ID tags and homemade dog cookies at check-in. Pet-sized Burberry raincoats are on loan to pet parents if it rains. The Web site www.petswelcome.com lists 25,000 hotels and motels across the country that will accommodate pets.

Ralston Purina is launching canine spas in 13 cities soon, offering treadmills, hydrotherapy baths and Shiatsu massages. Personal trainers are available. Some pet spas have luxurious pools and even offer swimming lessons.

It's not all about pooches. Felines are pampered too. Newly launched "Oh My Cat" perfume—for cats—has had more than $1 million in sales in the last year. Room-sized, carpet-covered jungle gyms are top sellers. Thirty-seven million cats receive one or more gifts a year—mostly at Christmas.

Animals don't even have to be pets to be spoiled. Birdhouse sales are exploding too, and not just for indoor birds. Birdwatchers are shelling out prime bucks—$450 for finch houses that are replicas of historic buildings and up to $1,000 for hand-crafted wood, 5-ft.-tall bird condominiums.

Summer's almost over, but you still have time to plan a Labor Day (or should I say Dog Day) vacation with your pet. And if you are one of the unfortunate few who are allergic to pet fur and can't have a furry friend, one of those backyard finch houses might be just the ticket.



Every dog has its day, and you too can have your say—contact me at rsway@ddimagazine.com.