More Than Just a Pet: Why Our Furry Friends Are Stealing Valentine’s Day
Forget roses and romantic dinners for two. For a growing number of Australians, the ultimate Valentine’s Day companion isn’t a human partner, but a four-legged friend. From lavish outings to heartfelt gestures, people are increasingly choosing to celebrate the day of love with their beloved dogs, treating them as cherished family members and, for some, even as surrogate children.
This shift in sentiment is reflected in recent surveys and observations. It’s no longer a niche phenomenon to take your dog on a special date. In fact, a significant portion of younger generations, particularly Gen Z, would reportedly rather spend Valentine’s Day with their pets than with a romantic partner. This preference is often attributed to the unwavering affection and perceived greater loyalty shown by animals. One in ten people even rate their pet’s manners higher than their partner’s, according to a 2025 survey. It’s no surprise, then, that nearly half of this demographic purchase Valentine’s gifts for their pets, with a notable percentage splurging between $100 and $200.
Across the pond in the US, similar trends are emerging. This year, over a third of those celebrating Valentine’s Day plan to buy presents for their pets, a substantial increase from 19% a decade ago. The average spending on pet gifts has also more than tripled, according to the National Retail Federation.
A Pampered Pooch’s Valentine’s Feast
One individual’s experience paints a vivid picture of this growing trend. Muggles, an 11-year-old golden retriever, was treated to a Valentine’s Day date that would make many humans envious. After a spruce-up at the groomer’s and a stylish, gender-neutral pink collar adorned with a Valentine’s bow tie, Muggles was whisked away to a posh dog-friendly café in London. Here, canines are served gourmet meals at the table, prepared with “highest quality human-grade ingredients” and devised by a qualified dog nutritionist.
The star of Muggles’s menu was “The Dog’s Bollocks,” a dish featuring turkey, rosemary, and thyme meatballs served on a bed of roasted butternut squash puree with cauliflower and mint, costing a not-insignificant £8.50. Dessert was a lactose-free “Loaded PupCup,” a delightful concoction of whipped coconut cream and goji berries, presented on a tray with a perfectly round biscuit made of bacon, dried blueberry, and coconut. The option of doggy ice cream was also on offer, adding to the indulgence.
The café itself offered a relaxed atmosphere, complete with light jazz music and rustic décor. The author, also indulging in a Valentine’s afternoon tea costing £28, aimed for a shared feast with Muggles. However, the reality of dining with a boisterous golden retriever proved to be less than perfect. Muggles’s adventurous spirit led him to attempt to explore the kitchen stairs and snatch treats from the counter, while his size made it challenging for him to join his human companion on the chair. Despite these minor disruptions, Muggles’s wagging tail and loving gazes conveyed his enjoyment, highlighting the emotional connection that transcends the need for a dog to understand the human significance of Valentine’s Day.
A Deeper Bond: Love Born from Loss
The story of Muggles and his owner is tinged with a profound personal history. Muggles entered their lives just three days before the tragic and sudden death of the owner’s partner, Alex, in 2014. Initially not a “dog person” and amidst an IVF journey, the dog was acquired with the hope of providing therapeutic support for Alex, who had been struggling with depression. Tragically, Alex died by suicide, leaving his partner devastated and with a puppy to care for.
In the immediate aftermath of such immense grief, Muggles became an unexpected source of comfort. Carried everywhere in a bag and sleeping by the owner’s side, the dog provided a silent, furry anchor during an unimaginably dark period. This profound bond was further cemented when the owner, using Alex’s banked frozen sperm, went on to have two children via IVF after his death.
As children Lola, now nine, and Liberty, seven, entered the picture, Muggles naturally took a backseat in terms of attention. This is precisely why the owner felt compelled to celebrate Valentine’s Day with him – to reaffirm his importance and show him he still matters. Even now, Muggles serves as a steadfast confidant, a furry shoulder to cry on, offering an unwavering connection through his big brown eyes, a silent understanding that he is cherished.
The Rise of the “Pet Parent”
This deep emotional attachment to dogs is not an isolated phenomenon. New research suggests that in some UK neighbourhoods, pet dogs outnumber children. Against a backdrop of declining birth rates and individuals delaying or choosing not to have children, dogs are increasingly filling the role of “surrogate kids.”
Australians, like many others globally, have embraced the title of “pet parents.” This manifests in showering their dogs with elaborate care, from blueberry facials and freshly cooked meals to dressing them in fashionable outfits. A 2024 study published in Scientific Reports revealed that 54% of dog owners identify as “dog parents,” viewing their canine companions as pseudo-children with whom they share a human-like bond. This deep connection explains why almost half of all dog owners, when surveyed by The Kennel Club in 2024, expressed a preference for spending time with their pet over going on a date.
Valentine’s Day: A Pressure Cooker for Some, a Comfort for Others
In a dating landscape that can often feel challenging and disappointing, focusing on a dog for Valentine’s Day offers a more low-key and less pressured alternative. The traditional Valentine’s Day can be fraught with expectations, financial strain, and the potential for triggering feelings of loneliness, especially when confronted with curated romantic portrayals on social media.
However, even “dating” your dog isn’t without its own set of considerations, as the owner’s experience illustrates. The cost of a pampered pet outing can add up, with the Valentine’s date and grooming session amounting to a significant sum. This leads many to opt for simpler, yet equally meaningful, alternatives. These can include singing a calming song to their pet, baking homemade dog treats, embarking on a shared romantic walk, or even learning a new dance routine together by following online canine freestyle videos.
As the Valentine’s Day “date” progressed, Muggles’s enthusiasm for his puppuccino led to a foamy explosion, staining his newly groomed leg. His subsequent dramatic collapse on the floor, a known tactic to elicit treats, drew concerned glances from other diners. The owner’s exasperated pleas for him to “just get up!” highlighted the chaotic, yet ultimately endearing, reality of celebrating with a canine companion.
While the day didn’t unfold as a picture-perfect romantic scenario, it concluded with a cosy “movie night” at home with the children and Muggles snuggled under a blanket. For the owner, this was the ideal end to a day dedicated to showing her beloved dog how much he means to her. Perhaps, she muses, she might be “barking up the wrong tree” by not pursuing human romance, but for now, a date with her dog is precisely what she needs.
If you are experiencing feelings of distress, or are struggling to cope, you can speak to the Samaritans, in confidence, on 116 123 (UK and ROI), email [email protected], or visit the Samaritans website to find details of your nearest branch.
If you are based in the USA, and you or someone you know needs mental health assistance right now, call or text 988, or visit 988lifeline.org to access online chat from the 988 Suicide and Crisis Lifeline. This is a free, confidential crisis hotline that is available to everyone 24 hours a day, seven days a week. If you are in another country, you can go to www.befrienders.org to find a helpline near you.
