--- description: Nothing says "I love you" like a diamond collar title: Americans Could Spend $703 Million on Their Pets This Valentine's Day image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5e32a01c44547eea/69877c2f3c1639acbf4516cb/78318123.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # Americans Could Spend $703 Million on Their Pets This Valentine's Day ## Video: First Grade Valentines [Watch (HLS stream): First Grade Valentines](https://cdn.jwplayer.com/manifests/dxn3NutC.m3u8) (2:35)  _Published 2010-02-10. Out of the mouths of babes, love is explained. Brooklyn first graders write and read their valentines and describe the meaning of Valentines Day_ by [Laura Stampler](/author/laura-stampler/) ## Laura Stampler Update your preferences in [Account Settings](/account/preferences/) Close Jan 27, 2015 6:58 PM CUT  Dog wearing tiara Dog wearing tiaraGetty Images by [Laura Stampler](/author/laura-stampler/) ## Laura Stampler Update your preferences in [Account Settings](/account/preferences/) Close Jan 27, 2015 6:58 PM CUT The candy and flowers industrial complex that is Valentine’s Day had gone to the dogs. Literally. One in five Americans will take their pets into consideration on Feb. 14, according to a [new study by the National Retail Federation](https://nrf.com/media/press-releases/cupid-shower-americans-jewelry-candy-this-valentines-day "undefined"), a trade association. Out of a total of $18.9 billion spent on the holiday, consumers will drop $703 million on their furrier companions, the group forecasts. While the figure at first appears staggering, the retail group points out that consumers will just spend $5.28 on their pets on average. But even though opting for heart-shaped Milkbones suffices, nothing says I love you like splurging for that [diamond dog color](http://www.businessinsider.com/americans-will-spend-815-million-on-pets-valentines-day-gifts-2013-2 "undefined") Fluffy’s been eyeing. ### 10 Puppies That Look Even More Adorable Underwater  Pringles & Pickme Seth Casteel  Monty Seth Casteel  Popsicle Seth Casteel  Ginger Seth Casteel  Ruger Seth Casteel  Rolley Seth Casteel  Iggy Seth Casteel  Reason Seth Casteel  Corey Seth Casteel ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3684556/valentines-day-pets/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3684556/valentines-day-pets/"},"headline":"Americans Could Spend $703 Million on Their Pets This Valentine's Day","datePublished":"2015-01-27T18:58:30.000Z","dateModified":"2026-05-11T04:48:07.565Z","description":"Nothing says \"I love you\" like a diamond collar","url":"https://time.com/3684556/valentines-day-pets/","keywords":["Newsfeed","Retail","animals","Valentine's Day","Spending"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5e32a01c44547eea/69877c2f3c1639acbf4516cb/78318123.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Laura Stampler","jobTitle":null,"url":"https://time.com/author/laura-stampler/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5e32a01c44547eea/69877c2f3c1639acbf4516cb/78318123.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"78318123","caption":"78318123","creditText":"Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3684556/valentines-day-pets/","name":"Americans Could Spend $703 Million on Their Pets This Valentine's Day"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"First Grade Valentines","description":"Out of the mouths of babes, love is explained. 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