![78318123 78318123](https://api.time.com/wp-content/uploads/2015/01/78318123.jpg?quality=85&w=2400)
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, 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 Fluffy’s been eyeing.
10 Puppies That Look Even More Adorable Underwater
![Pringles and Pickme Pringles and Pickme](https://api.time.com/wp-content/uploads/2014/09/pringles_pickme_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/monty_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/popsicle_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/ginger_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/ruger_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/rolley_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/iggy_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/reason_promo.jpg?quality=75&w=2400)
![Underwater Puppies](https://api.time.com/wp-content/uploads/2014/09/corey_promo.jpg?quality=75&w=2400)
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