Animal Magnetism

Around the world, attitudes toward pets vary. In Paris, dog owners tend to take their pooches everywhere. On this side of the pond, pets have generally been left at home when their people are gone for the day. However, that attitude is changing, as household pets (particularly dogs and cats) are becoming more like family members.

Along with their new status, pets — and their owners — are being wooed with an array of stylish homeware and apparel. Today, Fido and Felix eat from designer bowls and sleep in comfortable beds that tastefully match their families' home decor, and the fashion-forward selection of pet apparel on the market is enough to rival the wardrobe of any high class fashionista.

It's no wonder, then, that pet accessories are booming. These days, buyers can walk any gift industry trade show and find a wide selection of pet and pet-related accessories, as well as gifts for pets and their adoring owners.

According to the American Pet Products Manufacturers Association, 63 percent of American households own a pet. That's 69.1 million homes. And 45 percent of those households own more than one pet.

In recent years, celebrities and their dogs have also had a hand in boosting interest in pet accessories; Paris Hilton's Chihuahua, Tinkerbell, is almost as famous as her owner. And while Hilton may be the most famous celebrity pet owner, many others have followed suit, toting their dogs to all sorts of red carpet events (in stylish duds and the latest carriers, of course!).

Nowadays, more “regular” people are bringing their dogs along when they go shopping or out for a bite to eat. And people are spoiling their pets more than ever. From bowls to beds to clothes to collars and leashes, the product choices are endless, and stylish.

The category is so big, in fact, that AmericasMart Atlanta has moved its Pampered Pets section to a larger space. “Consumers are eager to buy products for their pets that coordinate with the existing decor in their homes, and our exhibitors are listening,” says Elizabeth Turnipseed, senior sales manager of trade shows for AmericasMart Atlanta. “It's no longer just about doggie apparel. It's high-end, high fashion travel carriers and beds, wall art and lighting, customized jewelry, gourmet products and more.”

But who's going to buy this stuff? The answer is: Lots of consumers are buying. And it is highly likely that they'll step through gift retailers' doorways to find unique pet accessories for either their own furry family members, or as a gift for someone else's pet.

According to Don Montuori, publisher of Packaged Facts, a division of MarketResearch.com, “We're finding that value-priced national brands have strong appeal in dollar stores and warehouse clubs. But they have no appeal at all in non-pet gift stores and department stores where unique, distinctive product lines, such as clothing for posh pups, fare better.”

For Janet Culp, owner of The English Rose, an Amarillo, TX-based gift store and website, adding pet accessories has been quite successful. “I started carrying pet accessories in October, and it's doing very well,” she says. “It's definitely growing, and there aren't a lot of stores in my area carrying it. The big boxes have pet accessories, but not the same quality that I have. I saw there was a big demand for it, and decided to add it.”

Culp is right about the demand. In fact, $36.5 million was spent on pets in 2005, and 2006 estimates reached $38.4 million in pet purchases. No doubt about it: Pets are big business.

According to Packaged Facts, the trend towards “humanizing” pets is a big factor in the growth of pet-related products. “People think of their pets as part of the family,” says Culp. “My husband, who is a veterinarian, has noticed it, too. Pets are considered children now, not just animals. And people spoil them.” As long as consumers see their pets that way, they'll continue to spoil them with designer products.

“Lots of people lavish a lot of time and money on their pets. Whether it's people who don't have children or people whose children have grown, they're spending a lot on their pets,” says Fred Pannek, vice president of product development and special sales at Mud Pie, Tucker, GA.

Mud Pie first introduced its pet accessories line, Mud Pie Pet, in July 2005. The line met with such success that at the following market Mud Pie doubled the size of its collection with more than 100 items. Today, there are more than 200 SKUs in Mud Pie Pet.

Carol Perkins, owner and founder of Harry Barker, a specialty pet accessories manufacturer in Charleston, SC, has been in business for seven years, and says her business has doubled each year since its inception. “People are willing to spend on their pets. What we want for ourselves we want for our pets. I have a pet nanny for my dog Harry. Kennels aren't good enough. My dog even has a better haircut than I do!” she tells Gifts & Decorative Accessories.

But it's not just specialty pet stores that can benefit from the trend; pet accessories are a smart addition to any specialty gift shop. According to Perkins, they even make great hostess gifts. She recommends easing into the category, if you haven't already.

“Stock enough merchandise to make a statement,” Perkins advises. “You can't go wrong with treats and toys — they're one-size-fits-all. Then you can ease into bowls and other ceramics. But too much breed-specific product gets tricky; you end up with 60 different kinds of collars. That's better reserved for pet boutiques.” Perkins advises.

But the merchandise doesn't have to be pet-specific: Products for pet owners also make up a large percentage of available merchandise. Pet-themed accessories may be the easiest way for gift retailers to add the category to their merchandise offerings. Pet-related gifts in the Mud Pie Pet division include key chains and photo frames. In fact, according to Pannek, photo frames are the company's best category. And since there are no indications that the pet craze has yet reached its peak as a trend investment in the category is a safe, smart move for enterprising retailers.

The pet accessories category just keeps growing. And with more and more companies adding it to their product lines, the category continues to evolve. The latest in pet accessories? The granddog concept — people buying gifts for their children's or siblings' pets. Amazing. And if the gift-giving has spread that far, then this is definitely a category that gift retailers can use to their advantage.