The U.S. pet industry is anything but ruff right now. Sorry, dad jokes are part of what I do. But in all seriousness, overall spending in the U.S. topped $152 billion in 2024 and is projected to hit $157 billion in 2025, according to the American Pet Products Association. With 94 million households now claiming at least one furry, feathered, or scaly family member, there’s no slowdown in sight. What’s even more telling? Over three-fourths of U.S. pet owners say their spending habits aren’t changing when it comes to their pets, regardless of the economy. This is a golden opportunity for decorators to jump in with custom products that meet the needs (and wants) of passionate pet lovers.
Why the pet market makes sense for decorators
As with all things that we do as an industry, we bring value by making everyday commodity products stand out. Pet owners love to personalize everything from bandannas and bowls to totes and T-shirts. They’re not just buying for utility. They’re buying for connection, and that emotional bond creates a unique opening for decorators of all kinds, whether you’re doing direct-to-film transfers, sublimation, engraving, embroidery, UV printing, or a mix of everything. And unlike seasonal markets and holiday or gift niche markets, our love of pets is year-round.
If this is a market that sounds intriguing, keep reading for some practical ways to grab part of this amazing market.
Find your niche inside the pet world
Anyone who has read my columns in the past knows that I’m a huge proponent of niche marketing. I’m not saying to limit yourself to a certain niche only, but really focusing your outbound message on one pinpointed market so your message is clear. The same holds true with the pet market. Rather than trying to serve all pet owners, consider focusing on a specific slice. This helps clarify your branding, guide your product offerings, and make marketing way easier.
Years ago, I was teaching a class on niche marketing and had a young lady in the audience who was really struggling to get the concept. She could not let go of her thought that her target market was not all pet owners. Lucky for me, she had a stuffed animal sitting on the desk in front of her, which stood out in a business seminar as unique, and the animal was not one that I immediately recognized.
So I asked her to tell me about the stuffed animal, and her eyes lit up. It was a hedgehog, and it was the mascot for the hedgehog rescue she headed up. The decorating business was really a way to fund the rescue. And there it was, her niche was really supporting animal rescue groups, and could even be so targeted to be unique animals outside of the traditional dog and cat space. Now imagine her message and how connected she would be versus trying to stand out in the overall pet product world.
For you, think about the specifics of the niche area you might be most drawn to. Something that you can speak passionately about, or at least identify with the potential buyers, so your message will be clear to them.
Ask yourself questions like:
- Do I want to serve dog parents who love hiking with their pups?
- Am I drawn to cat lovers who appreciate humor and style?
- What about exotic pet owners who can’t find anything unique?
- Could I focus on pet memorials for grieving families?
- Is there a lane in matching pet-parent gear?
It’s not about those questions specifically, but questions like that that get to the deepest level of the specific niche. Start with what lights you up. Then dig into the community around it. That’s where you’ll find your product ideas.
Build relationships, not just products
When you have your niche identified and you are ready to go out and market, it is time to tackle this with an uncommon mindset. If you want to thrive in this space, don’t treat it like a quick-print hustle. Most people who are trying to expand into deeply emotional markets like the pet market miss the fact that it is not transactional. If you try to make it transactional, once the low-hanging fruit is gone, your business will be too. Build real relationships with pet parents and the folks who serve them. Here are a few smart ways to do it:
- Partner with local pet businesses: Connect with groomers, trainers, boarding facilities, and pet boutiques. You could offer exclusive co-branded products or create display samples that they can feature.
- Sponsor or attend pet events: Adoption fairs, dog walks, rescue fundraisers, or breed-specific meetups are great spots to show off your work and build your list. Bonus points if you can personalize on the spot.
- Feature customer pets in your marketing: Pet parents love to see their fur babies showcased. Start a “Pet of the Month” spotlight on your social channels or include customer-submitted photos in your newsletter.
- Launch a sample gifting campaign: Identify a few local pet influencers or dog walkers with a solid following. Send them a free custom piece with their pet’s name and ask for a shoutout or photo in return.
- Pop up where the pets are: Set up a small booth at a pet-friendly brewery night, dog park, or weekend market. Display a few popular products, offer on-site customization, and bring your QR code to capture emails.
- Collaborate with a photographer: Team up with a pet photographer to offer bundled packages: photo shoot + custom product. It’s a win for both of you and a special experience for the customer.
This market is big, but the ones who stick around are the ones who listen to their customers and stay flexible. To stay relevant, make sure you are constantly communicating with your customers and ask for feedback regularly, and be willing to tweak. One of the fastest ways to maintain and increase your perceived value is to keep personalization front and center. And with that personalization, focus on storytelling. People want or need more stuff; they want stories and connection.
The numbers don’t lie. This is a $150-plus billion market, and it’s only growing. But more than the dollar signs, what really makes this space so powerful is the connection behind it. People aren’t just spending more on their pets, they’re choosing to make them a visible, joyful part of their identity. That’s where decorators shine. Whether you’re creating custom gear, keepsakes, or just helping people celebrate their four-legged (or feathered, or scaled) companions, your skills have a place here.
The pet market isn’t a trend. It’s a community. And when you approach it with a mindset focused on relationships, personalization, and a niche you can serve with care, you are becoming part of something bigger. If you’ve been looking for a fresh lane to grow your business, this could be your moment. Follow the tail wags, dig into your niche, and show up with intention. There’s plenty of room at the dog park.
