That sounds like a mind-boggling amount, but comes out to only $5.28 per pet owner. The NRF calculated this number based on a survey of 5,000 people about their gift-buying plans for Valentine’s Day, including lovers, family, and critters. Gifts for pets tend to be more practical, though: someone might buy a heart-shaped catnip toy instead of a mouse-shaped one, or pink dog biscuits instead of tan ones. Those are purchases that people would make for their pets anyway, yet get broken out as holiday spending since they happen to be holiday-themed.
The average respondent said that they plan to spend an average of $142 on gifts, flowers, and cards for human loved ones. That’s a total of $18.9 billion nationwide.