Rise of the £120 birthday party — for pets

Times

11 hours ago

Every dog has its day but so do cats, rabbits, parrots, hamsters and guinea pigs, according to new research that reveals Britons are spending big on their pets' birthdays.
Almost two thirds of Britain's 22 million pet owners celebrate their animal's birthday or adoption day, the study found, spending an average of £121 to reach a combined £1.7 billion.
The research found that new toys and gourmet food were the most popular presents, chosen by two thirds of owners, followed by a new bed or blanket. Half bought a new collar, leash or other practical gift, and a similar proportion bought a personalised gift.
Owners can, for example, have their cat's picture printed on a plush grey cushion for £25.95 or have their dog's face on a four-piece coaster set for £14.95. Those happy to pay a bit more can buy a custom portrait of their pet in military dress for £65.99 or a Dog DNA kit for £104.99.
Other options in the burgeoning pet birthday market include a paw-print clay mould and photo frame kit for £25.95 or a 'light me when my dog farts' candle for £12.99.
More tech-savvy owners might prefer the Wickedbone, the world's first smart and bluetooth-enabled remote-controlled dog toy, that is being sold by Cheerble for £100.
But many owners do not stop at presents. Half have thrown their pets a party, including 83 per cent in Generation Z and 79 per cent of millennial owners. For over-55s the figure is 39 per cent.
One younger pet owner who threw an elaborate first birthday party for her miniature dachshund is Tuscany Wilson.
'My dog is like my child and I knew since the day I got her I wanted to throw a birthday party for her,' she said. 'I took a lot of inspiration from Pinterest for birthday party themes.'
In total, Wilson spent nearly £400, inviting her dog-owning friends to her house for the party. It included a dog cake and cupcakes, food from a local restaurant and decorations.
She said: 'We had a play patch for the dog guests which included toys laid on the grass for them. The highlight was definitely spoiling my dog and getting to see her have a good birthday. I will definitely do it again.'
Some celebrities spare no expense on pets' birthdays. The Formula 1 champion Sir Lewis Hamilton, for example, threw his bulldog Roscoe a party fit for a human, complete with party hats, dog guest list and a personalised dairy-free cake; Roscoe follows a vegan diet.
Even after the death of Karl Lagerfeld, the fashion designer, in 2019, his cherished cat Choupette continues to enjoy extravagant celebrations: her 11th birthday was marked with a party on a private jet.
Sofía Vergara, an actress best known for her role in the television show Modern Family, once celebrated her son's chihuahua Baguette's birthday by waking her up with a dramatic shower of dollar bills, launched from a money gun.
The research found that one in eight people who threw a party for their pet did so specifically to create content for their social media. Gia Belle's party was posted on TikTok to Wilson's 1,000 followers.
Tuscany Wilson and her dog Gia Belle at the extravagant birthday party
Even if social media content is not the objective of a pet's party, more than half of dog owners and two thirds of cat owners still post pictures of the event online.
When asked why they celebrate their pet's birthdays, almost half of people said it was because their animals are considered a part of the family. This might also explain why more than half of pet owners sign their pet's name on greeting cards when they send them.
Perhaps surprisingly, the research found that guinea pig owners are more likely than both dog and cat owners to celebrate their pet's milestones.