Sep
26
Spending on nonhuman family members just comes with the territory
By SARA FITZPATRICK, Associate Editor
In good economic times and bad, pets are no luxury.
The American Pet Products Manufacturers Association predicts a 7-percent rise in spending on pet services this year. Even in a challenging economy, an article on its Web site asserts this sector “will be affected by a continuing increase in pet-related spending, higher awareness of pet health, greater uptake of pet insurance, and continued humanization of pets, integrating them into all aspects of our lives.”
Likewise, Felicia Lembesis, the executive director of the National Association of Professional Pet Sitters, reported in July, “The pet-sitting business is actually quite
good. It is increasing despite the economy.”
In a regional economy trying to find its legs after the recent construction and real estate roller coasters, it might come as a surprise that one of the steadiest economic drivers seems to have four legs.
More bark than bite
The overcrowding of local animal shelters has been amply covered in the news. However severe the problem is, the surrender of household pets seems a rare exception. Often it is a last resort for family who find they, too, are now out of a home.
For those whose circumstances are less dire, continued spending on pets just comes with the territory.
“Even though we have a bad economy, I think people treat their animals as a member of the family and they’re going to do whatever is necessary to take care of them,” said Charlotte Hornsby, owner of Pet Kingdom in Fort Myers. “They still come in and buy their food, and they buy toys, anything that makes their pet happy, as they would their children.”
Customers are using greater discretion once they come through the door – but the important thing is, they are coming through the door.
“I wouldn’t say it’s busy as ever,” Hornsby acknowledged. “Like everybody else, business is down. But maybe instead of buying two toys, maybe they’ll buy one toy.”
The bear necessities
Lou Simmons, who owns Cape Dog Bakery with his wife, Anita, acknowledged traffic into the store has slowed somewhat. He belongs to the International Association of Shopping Centers, which he said indicates retail activity in Southwest Florida is down 70 percent, compared to the same time period last year.
Cape Dog Bakery’s sales, however, are down only 30 percent. So compared with retail sales in general, it’s actually bearing up quite well.
Simmons does notice customers are being more selective with their purchases. Instead of spending on accessories or “the fun stuff” (as he calls it), they are buying basic necessities – such as dog food.
“The economy has affected us because dog food is basically 60 percent of our sales now,” he said.
Simmons explained the markup on dog food is less than on leashes, clothes and toys, adding, “We have to sell a lot of dog food to make money.”
Since much of the Cape’s economy has been based on real estate, many folks there are struggling.
“Luckily,” he said, “we have a very good following of loyal customers.”
The store runs and supports several community programs, one helping families who are on the verge of giving up their pets by supplying free dog food. Its charitable efforts can only help strengthen that customer loyalty.
“We hope the snowbirds will arrive early and Christmas will be good,” he said.
Fuzzy economics
Richard Windeler, owner of Boardroom Aquatics, agreed consumers are becoming more selective “Although people are not making as many big purchases, they are still spending money on their pets,” he said
Windeler feels spending money on pets is a kind of therapy: “People will sometimes spend a little extra money on their pets as kind of a feel-good thing.”
Where a woman can make herself feel better by buying a new pair of shoes, she’s thinking twice about such retail therapy these days. But to spend on a beloved family member, that’s something different. It’s more permissible, perhaps, because it’s seen as more selfless.
Steve Feinberg, vice president of merchandising and marketing of Pet Supermarket – which has
five stores spread among Lee, Collier and Charlotte counties – also sees a psychological benefit in spending on pets.
“You can do things for your pet relatively inexpensively, for the mutual gratification of both you and your pet, even in today’s economy,” he said. “It doesn’t take much to make your pet happy.”
With the onset of the “staycation,” and people planning more home-based activities, pets become an even more important part of a household, Feinberg added. To spend a little extra on them is seen as a smaller indulgence, compared to a trip – and one with more lasting benefits.
“Of course, pet supplies are like anything else,” he said. “The price of commodities, freight and oil and everything else that affects those prices are affecting dog food prices.”
A large component of Pet Supermarket’s focus is quality pet foods.
“The old adage ‘You get what you pay for’ still stands true,” Feinberg added.
With recent pet food recalls, customers are more savvy about quality. There’s also an investment customers make in their pets’ health when they choose better foods. They can have a direct effect on a family’s vet bills.
Also, Feinberg said, “Your pet’s going to eat less because these foods are more efficient.”
Pet projects
“Animals are such agreeable friends – they ask no questions, they pass no criticisms,” wrote George Eliot.
Though the economy has everyone reassessing their priorities, most pet owners would resoundingly agree with Ms. Eliot’s analysis, perhaps only taking exception to one detail: In 
many households, pets are not considered merely friends, but full family members. Owners, too, increasingly prefer to be called “pet parents.”
As animals become more ingrained in the fabric of a family’s life, “pet parents” are also becoming more attuned to the quality of their relationship with their pets. Dog training providers represent another segment of the economy that’s going strong.
Patrick Logue is a local trainer with Bark Busters.
“What we do is we share with clients the best way to communicate with their own dogs, leveraging the same communication techniques that dogs use to train us, which is the use of their body language and voice tones.” he said. “What we do is we empower people to have the best possible relationship with their dog.”
Instead of a decline in customers, Logue’s seeing them choosing training packages that are more economical. He said no one wants to give up a beloved member of the family, and asked: Would you get rid of your uncle because you don’t get along with him?
“If I were to be in any other business,” he said, “I’d probably be in the crystal ball manufacturing business. If it’s possible for the client to see how much their life can change inside of two hours, more people would be willing to make that investment. Things can turn around 180 degrees from where they are currently.”
Fortunately, many people are still making such an investment.
Animal control
Gaby Urevitch owns Complete K9 Academy, which offers in-home training and also boot camp –where a dog leaves the home and undergoes intensive training away from the owner. She also agrees you get what you pay for.
“I have to say the type of training I do is not geared towards everybody,” she said. “I do not offer the types of services that, say, a major chain of pet stores would offer – that’s 
inexpensive but it’s not that tailor-fit. So the people who come to me usually have a very pressing issue.”
Urevitch does work with dogs with no severe issues, but could simply use some manners.
However, she said, “I also work with severe aggression, and dogs that are sometimes even on death row. (Owners are) almost to the point where – I don’t want to say that money’s no object, but they are willing to spend whatever it takes because this dog is such a close member of the family.”
Far from a luxury item, a pet often represents an investment in family. It is also a type of consumer spending free of guilt. Along with all the warm-and-fuzzy benefits people get from their pets, the economy also gets a leg up.
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I live just south of Sarasota, florida and have a 2 1/2 year old Goldendoodle who loves people and most dogs (when he is off leash). However, on leash he exhibits aggressive behavior to dogs. I am looking for a program that would correct this behavior.
Ginny, I’m sure either one of the trainers profiled in our article would be happy to refer you to a professional in your area. Good luck, and tell us how you do.