Gifts, Treats, Toys: Why and How We Spoil Our Pets?

Imagine the scene: you return home after a few days away. As soon as the door opens, your dog leaps toward you, tail wagging enthusiastically. To celebrate your reunion, you thought of him and tucked a small surprise into your luggage—a colorful squeaky toy. His sparkling eyes and excitement as he discovers his new gift warm your heart: this moment of connection is precious.

Over the years, giving gifts to our pets has become increasingly common. Dogs, cats, rabbits, birds, horses and even NACs (new companion animals like rodents, reptiles and exotic species) are now considered full members of the family in many households. This shift has brought new habits: celebrating important moments in our pets’ lives with gifts, just as we would for a loved one. According to an Ipsos survey in France, nearly 70% of people consider their pet a family member, and more than one-third even see them as their own child. It’s no surprise, then, that we love to spoil them.

In this article, we explore the most common occasions when owners around the world give gifts to their pets, and we dive into the motivations behind this growing trend. From birthdays to holiday celebrations, from returning from a trip to simply offering a treat, discover why these moments of generosity toward our furry (feathered or scaled) friends have become so widespread—and how they reflect the love we feel for them.

The most popular occasions to spoil our pets

Every human-animal relationship is unique, but some moments come up again and again when it comes to giving a gift to a pet. Here is an overview of the most common occasions around the world.

Birthdays (and adoption anniversaries)

Your puppy’s first birthday, your cat’s fifth birthday or your rabbit’s “gotcha day”—these dates are now widely celebrated. In many countries, pet birthdays have become a norm. A recent UK survey revealed that 64% of pet owners celebrate their animal’s birthday or adoption day each year with gifts, cards or even a small party. The trend is especially strong among younger generations: more than 80% of Gen Z and millennial owners have already organized a birthday for their pet, compared to only 39% of those over 55.

For many, it’s a way to honor the pet’s place in the household. Around half of respondents say they celebrate because they see their pet “as a member of the family”. And of course, celebrations mean presents: about three out of five owners offer a birthday gift such as a toy or a special treat. Some even host small parties with other pets from the neighborhood or family.

Christmas and other traditional holidays

When the holidays arrive, pets are increasingly included in the festivities. In France, more than two-thirds of owners (68%) plan to place a gift or even a gift box for their pet under the Christmas tree. And 65% say that wrapping the present and letting the pet tear it open is part of the fun!

And Christmas isn’t the only holiday involved. In many cultures, pets take part in celebrations. In China, for Lunar New Year, owners often dress their dogs or cats in traditional red outfits, prepare festive meals for them and buy themed treat boxes.

Pet stores and online shops see a yearly boost of around 20% in December, especially in toys and treats. Some owners even prepare special Christmas dinners for their pets or dress them for family photos.

(Note: Giving an animal as a gift is discouraged by shelters. Here we refer strictly to gifts for animals already adopted.)

Returning from vacations and reunions

Another common moment: the “reunion gift”. Many pet owners feel guilty when they must leave their animal behind. Upon returning, they often compensate with a small gift—an item brought from the trip, a special treat or simply extra cuddles. This ritual is a way to show affection and make up for the time apart.

“Just because” – everyday gifts

Many owners buy small gifts for no particular reason—simply because it brings joy. A new toy because the old one is worn out, a cozy new bed, a snack chosen on a whim… An international survey shows that only 15% of owners never buy toys, while 45% buy them at least four times a year.

These day-to-day gifts help maintain the animal’s well-being, stimulate their curiosity and strengthen the bond between human and pet.

Why do we give gifts to our pets?

This seemingly simple act reveals a lot about our psychology as pet owners. Several deep motivations explain the trend:

• Anthropomorphism and family role: We increasingly see our pets as children or family members. 36% of French owners view their pet as their own child, making birthday or Christmas gifts feel natural.
• Affection and bonding: 95% of pet owners say their animal has a positive impact on their well-being. Gifts allow owners to “give back” some of that joy.
• Routine and ritual: Some owners create routines such as daily treats or a new toy every month.
• Guilt and compensation: After being away, having a busy day or scolding the pet, many owners give treats or toys to ease their guilt.

Dogs, cats, NACs… Who gets the most gifts?

Dogs and cats are the most spoiled animals, with dogs slightly ahead (80% of owners plan a Christmas gift for their dog, compared to 74% for cats). NACs—rabbits, guinea pigs, hamsters, birds, reptiles and others—are not forgotten either. A British study found that 80% of guinea pig owners celebrate their pet’s birthday, even more than dog or cat owners.

Ultimately, it depends on the owner and the relationship. Whether it’s an elaborate dog toy or a fresh branch for a guinea pig, the gift reflects affection and care.

Conclusion: Spoiling our pets is a universal and loving gesture

Whether for a special event or simply to say “I love you”, giving gifts to our pets carries meaning. Toys, treats and small surprises strengthen the bond and bring joy to both sides.

At Merlin & Cie, we know how important it is to bring happiness to your animals all year long. That’s why we offer curated gift boxes and products designed especially for pets.

Spoiling our animals is not a passing trend, but a sign of the deep connection we share with them. Every day together is a chance to show affection.