PET FASHION DRIVES A BOOMING INDUSTRY IN THE US

Pet owners in the United States spend an estimated $150 billion annually on their furry companions, with around $5 billion going toward pet clothing and costumes. What started as a niche novelty has evolved into a billion-dollar trend, especially around holidays.

Ingrid Chu, vice president of research insights at the American Pet Products Association (APPA), says this rise in spending is largely driven by the humanization of pets.

“We’re seeing a trend where pet owners view their pets as more than just pets—they’re family,” Chu explained.

A national APPA survey found that nearly nine in 10 dog owners bought gifts for their pets in the past year, with dogs receiving an average of six gifts annually. While purchases spike around Christmas and birthdays, Halloween has become a key holiday for pet spending.

Many Americans without children are directing their nurturing instincts toward their pets, treating them like family and splurging on toys, clothing, and special treats, Chu added.

Adrienne Nguyen, who has owned a Dalmatian for three years, is part of this trend, dressing her dog in Halloween costumes each year.

“I think it makes them feel like little people, too—they’re part of the family,” Nguyen said. She even designed her dog’s witch costume to play off the Dalmatian’s polka-dot pattern, turning the spots into tiny spiders.

Chu notes that the design of pet costumes is key to attracting buyers. Outfits that match a pet’s personality or appearance make the products feel personal and fun, turning a playful idea into a popular purchase.

Research by the APPA also shows that pet owners fall into distinct categories, meaning companies must understand their audience to market effectively.

“If your product emphasizes sustainability, target customers who care about those traits,” Chu said. “It’s a way to appeal emotionally by speaking their language.”

Social media has amplified the pet fashion trend, with platforms like Instagram and TikTok inspiring owners to replicate cute and creative looks.

Ghacal Mobaghal dressed her dog for the first time after seeing videos on Instagram. “I saw a lot of dogs in costumes and thought it was so cute,” she said.

While costume popularity fluctuates with seasonal trends and economic conditions, the number of dog owners buying holiday outfits has grown—from 16% in 2018 to 22% in 2024, according to APPA data.

For owners, the joy and connection pets bring make the trend more than just a business opportunity.

“They bring happiness and help people feel more connected,” Mobaghal said.