Hearts going out to pets

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Valentine's Day isn't just for love-struck humans anymore.

The pink-and-red gift-giving day has pet owners dishing out more money for posh pooch extras and fancy feline goodies.

More than 9 million pets will receive Valentine's gifts from their owners, according to the American Pet Products Manufacturers Association.

It's no surprise pet parents are pampering Fido or Fluffy with heart-shaped beds, Swarovski Crystal collars, pink sunglasses with rhinestones and gourmet treats.

"We reward [our pets] like we would reward humans," said Bob Vetere, chief operating officer of the association.

Now, manufacturers and retailers are reaping the benefits of a pet owner's affection.

Bisket Baskets and More, an Internet gift-basket company in Colorado, had nearly 100 orders for its Valentine Dog Gift Basket early this week.

The $125 basket, which comes with a bone or heart-shaped plush toy, is loaded with gourmet biscuits including some of the company's exclusive products.

"Valentine's Day is very big," said owner Gail Bohall. "It doesn't quite measure up to Christmas, but it's growing every year."

In the United States, 69 million households own at least one pet, from cats and dogs to reptiles and fish. That's up about 5 million from 2002.