February 2012

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	York, Pa. Organic Pet Boutique shopper Janiece Eisenhart, of York, and her Shih Tzu Baxter were photographed trying on a leash for size with Leonard Bentivegna, founder of OrganicPetBoutique.com.

e are all familiar with Paris Hilton-inspired “diva dogs” – those purse-sized pooches decked out in Swarovski crystal collars, elaborate tutus, and perfumes that cost more than a mortgage payment. But although the popularity of high-end doggie “bling” continues to drive the pet gift industry to some extent, store owners have noticed a shift in focus: consumers now prioritize quality, safety and sustainability.

“They want value; it doesn’t matter what the price, they want a well-made product that will last,” said Roman Giamarese, owner of the Red Hydrant Pet Spa and Boutique in Land O’ Lakes, Fla., “and items made in America are their first choice.”

Giamarese’s 1,400-square-foot spa and boutique also features a variety of dog treats. Since the 2007 pet food scare, in which imported products resulted in pet illness and death, Giamarese has noticed a demand for safe, United States-made pet treats. “Since the pet food scare, customers are very concerned about the food and treats they feed their pets,” he said. “Customers buy quality treats, especially those with limited ingredients and made in the U.S. and Canada.”

In keeping with the overall trend toward organic, “green” products, organic pet toys and garments are currently in high demand. Shana Bentivegna, founder of Organic Pet Boutique in York, Pa., has seen a surge in the popularity of safe, organic pet toys, such as those in the Simply Fido line.

	A display with something for every taste at Pawz Palm Springs. Despite the economy, customers are still buying for their pets.

“We’re finding that there is a growing trend toward gifting safe, organic pet toys, treats, supplements and clothing,” Bentivegna said. “Simply Fido uses 100 percent organic cotton and plant-based dyes that prevent our animals from ingesting harmful toxins used in most toys.”

Manufacturers have taken note of the eco-friendly trend, and are creating products accordingly.

Christopher Bogucki, owner of Wonder Dog NYC, says his company manufactures dog collars, leads and harnesses from 100 percent recycled polyethylene webbing.

“Everything we make can be recycled,” he said. “The longevity of the fiber is great, it lasts a long time.”

For Bentivegna’s 1,000-square-foot store, which averages between $750,000 and $1 million annually, comfort items and personalized gifts are also big sellers. She says Puppia brand harnesses, clothing, and beds have been “flying out the door,” and there is also a growing demand for personalized pet portraits.

“People love their animals, and pet portraits are a great way to honor your special friend,” she said. “We are working with a local artist, who transforms a photo of your animal into a beautiful piece of artwork.”

Nostalgic and sentimental feelings exert a powerful pull in the pet gift industry, and “retro” gifts often evoke pleasant memories for pet owners.

“It’s a nice homage to be able to pay,” said Suzanne Delahanty, owner of Pawz Palm Springs in Palm Springs, Calif. “Retro is very popular with the baby boomers. Maybe it will be a color, or a texture, or even a specific squeak on a toy that will have a nostalgic effect.”

Currently, Delahanty is seeing this effect in the popularity of a “Mr. Bill” pet toy. The Mr. Bill character first gained national popularity on “Saturday Night Live” in the 1970s.

	A display with a unique pet carrier, bed and toys can encourage customers to buy a selection of items at Pawz Palm Springs. The shop’s clientele is mostly wealthier homeowners, vacationers and retirees.

“It’s about the owner, more than the pet,” Delahanty said of her clientele, which consists largely of upper middle class second homeowners, vacationers and retirees. “When someone comes in, we spend time with them and notice their personal style. Then we try to find something for their pet that is perfect for that style.”

Catering to the memories and sensibilities of owners is also useful for stores situated in a tourist location. Jeff Hanson, owner of Pawki’s in Orcas Island, Wash., said he tries to incorporate the local flavor of the island through souvenir merchandise.

“Whenever possible, we like to do something island-centric,” he said. “We have craftspeople on the island and they make things for us - stoneware mugs, toys, things like that.”

A particularly popular new item at Hanson’s 600-square-foot store is an Orca whale pet toy, which, for many vacationers, serves as a memento of their whale-watching experience on the popular San Juan Island. The store also sells pet toys shaped like crabs, fish and other nautical animals.

“When people come to San Juan for outdoor adventures, they’re in vacation mode,” Hanson said. “So it’s nice to have something that evokes the feeling of the island.”

While the “designer dog” craze might not be the phenomenon it once was, small dog fashions and accessories continue to sell well. Tina Heffentrager, owner of Paw Dazzle of Smithville in Smithville, N.J., says “doggie bling” items are consistent sellers.

	Suzanne Delahanty, owner of Pawz Palm Springs in Palm Springs, Calif. Pet gifts with retro and nostalgic designs are popular sellers, according to Delahanty.

“We have dresses, we have hair barrettes, we have dog strollers,” Heffentrager said. “Some of the strollers are smaller, and some are like three-wheel terrain vehicles with cup holders.”

Also popular in Heffentrager’s store are NFL-branded collars and jerseys. “There are basketball-themed items too,” she said. “They can support their favorite college or professional team.” Lest anyone forget man’s other “best friend,” Heffentrager also discussed some of her cat-specific gift items.

“We sell Ratherbee’s catnip, which is the world’s strongest catnip,” she said. “It comes in all different shapes, like a cigar, which is hysterical.”

Although most pet gift stores do sell some cat items, it appears as though much of the merchandise still caters to canines.

“We’ve had a cat cabinet since we opened, but the items in it haven’t changed that much,” said John Slavich, manager of Diva Doghouse in Naples, Fla. “Cats are more solitary animals than dogs. And they definitely don’t want to wear clothes.”

Slavich said the 1,800-square-foot store, which has at some point sold everything from dog gift baskets to patent leather collars to dog cookbooks, doesn’t really have a standard approach for selling these items.

“People are usually intrigued by the kinds of stuff we sell,” he said. “There’s a ‘wow’ factor – a lot of these items, they’ve never seen before. So we don’t really have a sales pitch – as long as we have good products, they sell themselves.”