Hearts going out to pets

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.

The $34 billion industry, which includes food, care, supplies and accessories, has doubled over the past 10 years, the association said. Women buy the majority of pet products.

About 37 percent of Americans are spending more on their pets in general than a year ago, according to “How America Shops 2004,” a survey conducted by WSL Strategic Retail, a retail consulting firm in New York.

“There are human attributes associated with pets,” said Candace Corlett, principal at WSL Strategic Retail. “They’re our companions and soul mates.”

Pets are an important part of people’s lives because they fill a void in a world in which people rely on computers and technology and less on face-to-face interaction, Mr. Vetere said.

“As we become less dependent on interpersonal skills, and we become more insulated — pets fill a very important need for connection,” he said.

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