Dan Danbom, Special to The Denver Post
Nothing’s too good for my baby, so when we’re getting ready to go out for a big time on the town, the sky’s the limit.
She’ll spend a day (and I’ll spend around $150) at the spa getting a warm, fresh-water hydrobath, shampoo, conditioner and aromatherapy (we usually go for lavender).
Next up: the hot oil treatment or mud bath, followed by a brush-out and a careful cleaning of the ears and teeth. Then comes the blueberry facial that everyone’s talking about.
Because it’s her special day, we’re also going to get some purple highlights around her ears. She finishes her fabulous visit with a pedicure and, if needed, gland expression.
She will be looking great when we leave the house. If I’m lucky, she won’t find a dead carp to roll around on.
Such is the life of the pampered dog.
Dogs have been on a roll since World War II, when they got promoted from working animal to inside pet. Dogs came to be proxies for their boys away at war, and advances in human medical care led to advances in veterinary care as well. (The reverse is also true, according to veterinarians at Colorado State University’s vet school.)
Now, new societal trends are boosting dogs’ stock even further, leading to a boom in spending on dogs and the people who care for them: Americans paid $69.5 billion (about $212 per person) for pet care in 2017. By 2020, pet care spending is expected to top $96 billion for the 60 percent of American households that have at least one pet.
Growth in the dog grooming field alone is expected to be 11 percent a year through 2023, according to the Bureau of Labor Statistics. That’s faster than the average growth for the economy as a whole.
Organizations compete to train groomers through curricula that can give one paws. The International Society of Canine Cosmetologists certifies dog groomers through a series of tests that can cost between $25 and $125 each. The final tests are $2,500. The National Dog Groomers Association of America’s final exam consists of no less than 400 questions. At the American Academy of Pet Grooming, students pay $5,000 for basic grooming lessons and more than $6,500 for more advanced grooming techniques. (By contrast, the person who cuts your hair spends maybe 1,400 hours and $20,000.)
Why are people spending more? Pet industry experts cite these reasons:
Pets are family. Seventy-six percent of pet owners regard their pets as part of the family and will provide them with products and services that used to be reserved for their owners, such as organic foods, natural care products and grooming. Dr. Janelle Scott of CSU said we tend to think that if it’s something we like, our dogs will like it, too, but that’s not always the case.
“We need to be careful about projecting our perspective on what we think the dog wants. Something we think smells nice may be abhorrent to a dog.” Her colleague, Dr. Jennifer Schissler, a veterinary dermatologist, agrees.
“In general, I think that people are treating animals more and more like family and impart their own values, beliefs, ethics and life experiences into the treatment of their animal and seek treatments, diets and practices that are helpful to them.”
On the other hand, Scott said there’s strong evidence that some medical strategies that humans employ on themselves have benefits for animals, too, such as acupuncture and massage.
Millennials are choosing pets over children. Or at least they’re waiting longer to get married and choose pets before partners. When they shop for their pets, they’re willing to spend more on naturally sourced organic food and products.
Baby boomers are filling their empty nests with pets. After rearing children, baby boomers have understandably shown a preference for animals. Though nearly every other category of spending decreases after age 55, spending on pets is spiking between the ages of 55 and 64.
Pet owners are tech-savvy. Pet owners are more likely to use technology and digital devices than non-pet owners. Forty-one percent use the internet for pre-shopping research. Some doggie day care facilities let owners people to watch their pets over webcams. Club Pet Resorts at Denver International Airport offers dogs television in the “penthouse,” in their very own bed. (I suspect it’s just basic cable.)
When it comes to pets, brick and mortar still matters. The tendency to treat pets like family has consumers searching for new and better services. Specialty non-virtual services like training, pet-sitting, grooming and pet-friendly travel are growing significantly.
Christie Henriksen, who grooms West Highland White Terriers, Bichons and other breeds at Uptown Paws, a Littleton “salon,” is a master groomer certified by the National Dog Groomer Association of America, and has so many clients that she can’t take on new ones. Some clients bring their dogs in every two weeks (at $65/hour) and book appointments a year in advance. Although Henriksen has one certification, she’s seeking another from the International Society of Canine Cosmetologists, which she says is the Harvard of grooming education.
Veterinary dermatologist Schissler supports the certifications.
“Any treatment that is based on Internet folklore and not based in science or evidence, I wouldn’t waste money on. That said, I take my dog to a boarding kennel and she gets a bath, nail trim, extra attention and a nice spot for boarding. I know that she enjoys human interaction and enjoys the extra attention.
“I do this because I know her and what makes her happy and, frankly, the only reason I have a Chihuahua is to love a loving creature back and make her happy. They are naturally for spoiling, but I want to be sure that what I pay for has value: Does it work, and does she like it?
“And, in the end, if it makes me feel good, and she enjoys it, and I can afford it, why not?”
So turn up the TV in the penthouse. “Animal Planet” is on.
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