People love their pets. In fact, more than 80% of U.S. pet owners refer to themselves as “pet parents,” and 31% of women say they spend more time with their pet than their husband or partner. Sixty-three percent of the U.S. population owns a pet. Those pet owners will spend an estimated $50 billion on their pets in 2010.
The rich have money to spend, and they do not hesitate to spend it on their pets. Dog country clubs and luxury kennels, which are now called “hotels,” cater to the pets of wealthy owners. These luxury facilities offer pedicures and parties for pets, charging $300 to $400 dollars per night. There’s a church in Chicago that offers special religious services for pets. They even offer “pet blessings,” where an ordained pet minister lays hands on one’s pet. And most luxury hotels now offer “pet packages” so the rich can vacation with their pets. Such packages provide dog and cat walkers, day care facilities, pet parties, play-dates, grooming at pet boutiques, and special counseling sessions, where pets meet with pet psychologists and trainers.
Marketing and selling luxury products to affluent pet owners is big business. Where to start is the question? Lisa Johnson, who is the author of Mind Your X’s and Y’s offers four tips on how to market luxury brands and products for pets.