Unlike buying a present for a fussy father-in-law or an awkward aunt, a dog won’t complain if their treats aren’t the latest, and a cat is not likely to turn its nose up at a Christmas tree-shaped scratch tree.

Perhaps that’s why Britons are so happy to spend on their pets this Christmas, with sales of seasonal pet treats, toys and food booming.

Sales of Christmas pet lines are up 964% year-on-year at Waitrose online. At John Lewis, sales of seasonal themed dog toys have increased 98% compared with this time last year.

Emma Clifford, associate director of food and drink research at Mintel, a market research company, says this can, in part, be put down to the trend of pet humanisation.

“The ongoing ‘humanisation of pets’ means pets are increasingly seen as family members, and stress relievers – with many owners willing to spend more on their pets’ care,” she says.

And it’s not just Christmas inspired extras – many owners are willing to sacrifice their own wishlists for the sake of their furry friends, and some even prioritise gifts for their pets over their partners.

In 2023, a survey found that 18% of Britons planned to spend more on their pet at Christmas than on their significant other. Meanwhile, research by Mintel found that more than half (56%) of pet owners would rather cut back on money spent on themselves than on their pets.

Increasing costs have forcedsome people to give up their pets for adoption because they can no longer afford to keep them, yet year after year, the demand keeps growing, with retailers and manufacturers expanding their pet Christmas offerings.

This is reflected in how people tend to prioritise household spending when there is a pet involved, Clifford adds. “We’re known as a nation of pet lovers … nearly three-quarters (73%) of pet owners who use and buy household care products say that looking after their pet’s health is more important than keeping their homes clean,” she says.

Some of the favourite pet lines from Waitrose, which has expanded over the years, include Christmas-inspired pet food for dogs, cats and birds across roast-dinner style flavours and classic Christmas flavoured snacks; toys such as Reindeer Bobble Balls and Christmice; dog stockings; cat stockings and mince pies for dogs.

The food ranges have had some of the biggest increases. Visits to the Waitrose online mince pies for dogs page have risen by 351% in last 30 days.

Last month, sales at Waitrose for the Marleybones Lush Nosh Lamb Dog Food were up 84% year on year and Forthglade Lamb & Chicken Trays up increased by 343%.

Some dogs will even wake up to a stocking at the end of their bed, with sales of the Good Boy Pawsley Dog Xmas Stocking up 54% year on year.

Nicki Hobbs, pet food and pet care buyer at Waitrose, said: “This Christmas, our customers are looking to share the love with their pets, embracing them as key members of family households.

“This is why we’re driving category growth this Christmas … giving customers the perfect way to pamper their pets.”